• Türkçe
  • English
Course Code: 
ADV 452
Course Type: 
Elective
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
6
Course Language: 
English
Course Objectives: 
Emphasis placed on research, planning, development of creative concepts, writing, and design.
Course Content: 

This is a study of the elements involved in advertising copy including concept, visualization, and understanding the prospect.

Course Methodology: 
1-Lecture 2- Interactive Lecture 3- Special Support / Structural Examples 5- Problem Solving 7- Brainstorming 15- Assignment
Course Evaluation Methods: 
A-Testing B- Oral Exam / Presentation C- Homework E- Project / Design

Vertical Tabs

Course Learning Outcomes

Learning Outcomes  Program Learning Outcomes Teaching Methods  Assessment Methods 
1) Students have information about various reproduction techniques in digital environment. 1,2,3,4,7,9,10 1,2,3,5,7,15 A,B,C,E
2) Students have information about creating image and visual language and effective use of visual language. 1,2,3,4,7,9,10 1,2,3,5,7,15 A,B,C,E
3) Students will learn the production processes of copywriters in the advertising industry with a theoretical and practical perspective. 1,2,4,7,8, 9,10 1,2,3,5,7,15 A,B,C,E
4) Students will be able to make the campaign stages as a creative holistic design, an application and a presentation. 1,2,4,7,9,10 1,2,3,5,7,15 A,B,C,E

Course Flow

COURSE CONTENT
Week Topics Study Materials
1 Meaning, Definition, Objective and Functions of Advertising Presentation
2 History of Advertising Copywriting: Early- 20th Century to Present Presentation
3 Writing and The Creative Process; Fundamentals of Copywriting and Design Presentation
4  Creating Advertisements  Presentation, project evaluation
5 Writing Storyboard 1 Presentation, project evaluation
6 Writing Storyboard 2 Presentation, project evaluation
7 Mid Term Exam Presentation, project evaluation
8 Visualization, layouts principles of design and use of pictures Presentation, project evaluation
9 Designing ads ( photoshop workshop 1) Presentation, project evaluation
10 Designing ads ( photoshop workshop 2) Presentation, project evaluation
11 Designing ads ( photoshop workshop 1) Presentation, project evaluation
12 Designing ads ( photoshop workshop 2) Presentation, project evaluation
13   Advertising Creativity and design for advertising campain (Case Studies  1) Presentation, project evaluation
14  Advertising Creativity and design for advertising campain (Case Studies 2) Presentation, project evaluation
15  Advertising Creativity and design for advertising campain (Case Studies 3) Presentation, project evaluation
16 FINAL (Project submission and presentation)  

Recommended Sources

RECOMMENDED SOURCES
Textbook Warren Berger ( 2004) , Advertising Today.

Teressa İezzi (2010) , The Idea Writers:Copywriting in a New Media and Marketing Era.

Mark Shaw, (2010) , Copywriting: Successful Writing for Design, Advertising, and Marketing.

Additional Resources  

Material Sharing

MATERIAL SHARING
Documents  
Assignments  
Exams  

Assessment

ASSESSMENT
IN-TERM STUDIES NUMBER PERCENTAGE
Mid-terms (Preparation for the final project and presentation) 1 60
Assignment 4 40
Total   100
Contribution of Final Examination to Overall Grade   60
Contribution of In-Term Studies to Overall Grade   40
Total   100

 

COURSE CATEGORY Elective 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.          
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 3 42
Assignment 4 2 8
Mid-terms 1 2 2
Final (Project submission and presentation) 1 10 10
Total Work Load     118
Total Work Load / 25 (h)     4,72
ECTS Credit of the Course     5