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Course Code: 
ADV 352
Course Period: 
Spring
Course Type: 
Core
P: 
2
Lab: 
2
Credits: 
3
ECTS: 
4
Course Language: 
English
Courses given by: 
Course Objectives: 
The aim of this course is the education, training and developing skills of creativity of the students on one of the main expertise areas of the advertising profession, copywriting.
Course Content: 

Examining and analysis of advertising scripts; developing the skills of copywriting; workshops.   

Course Methodology: 
1-Lecture 2- Interactive Lecture 3- Special Support / Structural Examples 15- Assignment
Course Evaluation Methods: 
B- Oral Exam / Presentation C- Homework

Vertical Tabs

Course Learning Outcomes

Learning Outcomes  Program Learning Outcomes Teaching Methods  Assessment Methods 
1) Examines and analyzes advertising scripts. 2, 3, 4, 8 1, 2, 3, 15 B, C
2) Teaches the fundamentals and skills of copywriting. 2, 4, 5, 8 1, 2, 3, 15 B, C
3) Develops advertising and creative skills. 1, 2, 4, 5, 8 1, 2, 15 B, C
4) Comprehend the importance of copywriting in advertising. 8, 9, 10 1, 2, 3 B, C
5) Practices copywriting. 2, 4, 5, 8, 9 15 B, C

 

Course Flow

COURSE CONTENT
Week Topics Study Materials
1 Introduction: Sharing the course content (Syllabus / Books / Resources / Tools /   
2 Organisational structure of an advertising agency and the role of copywriters   
3 Reading and analyzing creative briefs  
4 Print ads and analysing the copy style   
5 Examination of  headlines and slogans of print ads  
6 Importance of brand names  and ways of creating them  
7 MIDTERM  (Average of four assignments, last submitted on midterm date and a presentation)  
8 Creativity and methods of creative thinking in advertising. Creating advertising ideas.   
9 TV scenarios and scripts with examples   
10 From a TV commercial to a script: Rewriting of a TV commercial after watching an actual tv  
11 Methods of writing jingles for TV ads  
12 Reading and criticizing students’ scripts and discussing about given assignments on TV ads and examples from world advertising  
13 Writing radio ads  
14 Methods on writing direct mailing and examples  
15 Methods of writing copies for digital media and examples from the world.  
16 FINAL (Average of three assignments, last one submitted on final date and a presentation)  

Recommended Sources

RECOMMENDED SOURCES
Textbook Shaw, M. (2012). Copywriting : Successful Writing for Design, Advertising, and Marketing: Vol. Second edition. Laurence King Publishing. http://web.a.ebscohost.com.lproxy.yeditepe.edu.tr/ehost/ebookviewer/ebook/ZTAwMHh3d19fOTI2MTU5X19BTg2?sid=adc56095-86b1-442f-b9ea-938fbb6c0a73@sessionmgr4008&vid=1&format=EB&rid=6
Additional Resources Bly, R. W. (2006). The copywriter's handbook: A step-by-step guide to writing copy that sells. New York: Holt Paperbacks.

 

Gabay, J. J. (2011). Improve your copywriting. New York: McGraw Hill. 

 

Sugarman, J. (2016). Reklam yazarının el kitabı. İstanbu: MediaCat Yayınları.

&

Samples of advertising scripts and course notes

 

 

Material Sharing

MATERIAL SHARING
Documents In class distribution
Assignments In class distribution
Exams  

Assessment

ASSESSMENT
IN-TERM STUDIES NUMBER PERCENTAGE
Mid-terms ( Average of four assignments and a presentation) 1 50
Final (Average of three assignments and a presentation) 1 50
Total   100
Contribution of Final Examination to Overall Grade   50
Contribution of In-Term Studies to Overall Grade   50
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.       X  
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.           
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) 14 2 28
Mid-term (Average of four assignments and a presentation) 1 12 12
Final (Average of three assignments and a presentation) 1 9 9
Total Work Load     105
Total Work Load / 25 (h)     4,2
ECTS Credit of the Course     4