Prerequisite Courses:
Course Language:
English
Courses given by:
Course Objectives:
The aim is to apply advertising production in all stages in advanced level and to prepare 360 degree advertising campaign project in the frame of visual and verbal designs.
Course Content:
Planning, production of creative strategy, formation of visual concept, implementation and presentation of campaign.
Course Methodology:
1-Lecture 2- Interactive Lecture 3- Special Support / Structural Examples 5- Problem Solving 7- Brainstorming 15- Assignment
Course Evaluation Methods:
A-Exam B- Oral Exam / Presentation C- Homework E- Project / Design
Vertical Tabs
Course Learning Outcomes
| Learning Outcomes | Program Learning Outcomes | Teaching Methods | Assessment Methods |
| 1) Learns to manage the ad from a central point, and to sell an idea with all its parts. | 1,2,4,7,9,10 | 1,2,3,5,7,15 | A,B,C,E |
| 2) Implements targeted visual and verbal ad production. | 1,2,4,5,7,9,10 | 1,2,3,5,7,15 | A,B,C,E |
| 3) Learns new advertising practices and new applications. | 1,2,4,6,7,8,9,10 | 1,2,3,5,7,15 | A,B,C,E |
| 4) Understands the importance of media technology in advertising production. | 1,2,4,7,9,10 | 1,2,3,5,7,15 | A,B,C,E |
| 5) Prepares a portfolio which could be used as an advantage in the industry. | 1,2,4,7,8,9,10 | 1,2,3,5,7,15 | A,B,C,E |
Course Flow
| COURSE CONTENT | ||
| Week | Topics | Study Materials |
| 1 | Introduction | Presentation |
| 2 | What is a 360 degree ad? Analyzing and examining successful examples. | Presentation |
| 3 | Developing creative strategy. Examination of global and local examples, analyze results of these strategies. | Presentation |
| 4 | What is above-the-line? Review of examples. Students begin to work on launching a campaign for an existing brand. | Presentation |
| 5 | The examination of below-the-line advertising materials, progress in preparations for their own projects in line with the campaing strategy, brainstorming. | Presentation, The Project Evaluation |
| 6 | Analyze of the effects of visual production processes in advertising with examples as a step to develop building the visual basis of their own projects. | Presentation, The Project Evaluation |
| 7 | Introduction of visual materials used in advertising: Advertisement photography, graphic design, layout, typography. Use of these materials in their own projects. | Presentation, The Project Evaluation |
| 8 | Introduction of digital media in advertising with examples: Students apply to their own projects. | Presentation, The Project Evaluation |
| 9 | Midterm project: 1-Presentation of creative strategy 2-Presentation of visual strategy 3-Presentation of above-the-line parts of the campaign. | Presentation, The Project Evaluation |
| 10 | New media use in the market. Examples. Developing ideas in Guerilla Marketing, event design, social media use, video mapping, etc. for their own projects and applying them. | Presentation, The Project Evaluation |
| 11 | Developing advertising film in line with their creative strategy, and applying to their own projects. | Presentation, The Project Evaluation |
| 12 | Developing and implementing projects. | Project Evaluation |
| 13 | Developing and implementing projects. | |
| 14 | Developing and implementing projects. | |
| 15 | Final Project presentation. | |
| 16 | Final Project presentation. | |
Recommended Sources
| RECOMMENDED SOURCES | |
| Textbook |
Advertising by design : creating visual communications with graphic impact / Robin. Landa, Hoboken : J. Wiley & Sons., 2004.
The art of graphic design : Bradbury Thompson ; / Bradbury. Thompson ; with contributions by noteworthy designers, critics, and art historians. New Haven : Yale University Press, 1988. Type in motion : innovations in digital graphics / Jeff. Bellantoni ; Jeff Bellantoni and Matt Woolman. London : Thames & Hudson, 2000. Typo-graphics : the art and science of type design in context / Ivan Vartanian, Crans-Près-Céligny ; Hove : RotoVision, 2003. |
| Additional Resources | http://creativity-online.com/ |
Material Sharing
| MATERIAL SHARING | |
| Documents | www.adsoftheworld.com – https://www.luerzersarchive.com/ |
| Assignments | |
| Exams | |
Assessment
| ASSESSMENT | ||
| IN-TERM STUDIES | NUMBER | PERCENTAGE |
| Mid-terms (Mid-term project) | 1 | 60 |
| Presentation | 10 | 40 |
| Total | 100 | |
| Contribution of Final Examination to Overall Grade | 60 | |
| Contribution of In-Term Studies to Overall Grade | 40 | |
| Total | 100 | |
| COURSE CATEGORY | Field Courses |
Course’s Contribution to Program
| COURSE CONTRIBUTION TO PROGRAM | ||||||
| No | Program Learning Outcomes | Contribution | ||||
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Students demonstrate knowledge on market segmentation, are able to follow the trends in consumer behavior, and create effective advertising messages suitable for target audiences | x | ||||
| 2 | Students design advertisements suitable for both traditional and digital media. | x | ||||
| 3 | Students gain awareness and knowledge on interdisciplinary subjects that are beneficial both for their professional and intellectual lives. | |||||
| 4 | Students demonstrate knowledge of the campaign processes in written, audio-visual, electronic, and outdoor advertising media. They plan and manage campaigns in accordance with national and international standards. | x | ||||
| 5 | Students demonstrate knowledge of the research methods related to the field of advertising and are able to use the obtained data to evaluate results in campaign processes. | x | ||||
| 6 | Students create and lead media strategies in the field of advertising. | x | ||||
| 7 | Students abide by universal values, law and ethical principles. | x | ||||
| 8 | Students follow the developments in the fields with the awareness of lifelong learning and entrepreneurial approach. They are self-confident in communicating with institutions and persons and suggest solutions to problems independently or as team members. | x | ||||
| 9 | Students adopt the critical approach in evaluating knowledge and skills related to the field. | x | ||||
| 10 | Students demonstrate knowledge and understanding of the concepts and models related to the field. | x | ||||
ECTS
| ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION | |||
| Activities | Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Course Duration | 14 | 4 | 56 |
| Hours for off-the-classroom study (Pre-study, practice) | 15 | 6 | 90 |
| Assignment | 10 | 2 | 20 |
| Mid-terms (Preparation for the mid-term project and presentation) | 1 | 10 | 10 |
| Final (Project and presentation) | 1 | 10 | 10 |
| Total Work Load | 186 | ||
| Total Work Load / 25 (h) | 7,44 | ||
| ECTS Credit of the Course | 7 | ||
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