Introduction to Advertising

Course Code:

ADV 101

Course Period:

Autumn

Course Type:

Core

P:

3

Lab:

0

Credits:

3

ECTS:

4

Course Language:

English

Courses given by:

Recep Mahmut OKTAY

Course Objectives:

The aim of this course is to introduce the basic terms of the advertising process and profession, explain how this process works, and how an advertising campaign project is planned and executed.

Course Content:

The definition of advertising, its comparision with other promotional techniques, definition of duties in the profession, professional groups contributing the advertising process, the place of advertising in market communications, the preparation of an ad campaign project with all its steps.

Course Methodology:

1-Lecture 2- Interactive Lecture 5- Problem Solving 6- Case Study 9- Demonstration 15- Assignment 19- Guest Speaker

Course Evaluation Methods:

A-Exam C- Homework - Project / Design

Vertical Tabs

Course Learning Outcomes

Learning Outcomes	Program Learning Outcomes	Teaching Methods	Assessment Methods
1) Explains advertising and marketing communications.	1, 3, 5, 7, 9, 10	1,2,6	A,C,E
2) Defines the characteristics of the advertising process and profession.	1, 4, 5, 7, 9, 10	1,2,6	A,C,E
3) Teaches the planning and execution of ad campaigns through case study examinations.	1, 2, 4, 5, 7, 10	1,2,6,15	A,C,E
4) Guides the students in preparing original work on the subject.	1, 2, 4, 5, 7, 9, 10	1,2,6,9,15	A,C,E
5) Encourages students in presenting their own campaign projects in the class environment.	1, 2, 4, 5, 6, 7, 8, 9, 10	2,15	A,C,E
6) Shares professionals’ experiences with the class.	1, 2, 4, 5, 7, 8, 9, 10	2,5,19	A,C,E

Course Flow

COURSE CONTENT
Week	Topics	Study Materials
1	Introduction, concepts of advertising, creative agency, media planning agency, agency departments, definitions of advertising business roles, types of advertising.	Books, personal notes
2	The place of advertising in marketing and marketing communications.	Books, personal notes and materials
3	Research techniques in advertising, market research, SWOT analysis.	Books, personal notes and materials, cases
4	The Planning process in advertising	Books, personal notes and materials, cases
5	Segmentation and target group selection, media selection, communication strategies, budgeting etc.	Books, examples and cases
6	Examining case studies.	Cases
7	Midterm Examination
8	Advertising Communication Models	Books, personal notes and materials
9	Advertising media	Books, personal notes and materials, media advertising examples
10	Types of Marketing Communication (Direct response, sponsorship, event marketing, sales promotion, public relations.) Definitions and differences.	Books, personal notes and materials
11	Implementation of advertising campaigns: Defining how to prepare ad campaign projects, by the help of case studies I; Discussions about the term paper.	Execution of Campaign Planning, cases
12	Implementation of advertising campaigns: Defining how to prepare ad campaign projects, by the help of case studies II; Discussions about the term paper.	Execution of Campaign Planning, cases
13	Discussions about advertising campaigns, case studies, questions about the term paper	Case studies
14	Discussions about advertising campaigns, case studies, questions about the term paper	Case studies
15	Final discussion about the course and final questions
16	FINAL EXAMINATION

Recommended Sources

RECOMMENDED SOURCES
Textbook	Wells, Moriarty, and Burnett, *Advertising:Principles and Practice*, Prentice Hall, USA, 2011
Additional Resources	Projects and Cases.

Material Sharing

MATERIAL SHARING
Documents	Slides, video, printed materials
Assignments	Campaign projects
Exams	Midterm (theoretical), Final (Exam and project submission)

Assessment

ASSESSMENT
IN-TERM STUDIES	NUMBER	PERCENTAGE
Mid-terms	1	80
Assignment	2	20
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
No	Program Learning Outcomes	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.	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	3	42
Hours for off-the-classroom study (Pre-study, practice)	4	3	12
Mid-terms	1	3	3
Assignments	2	6	12
Final (Exam and project submission)	1	3	3
Total Work Load			72
Total Work Load / 25 (h)			2,88
ECTS Credit of the Course			3

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