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Course Code: 
ADV 222
Course Type: 
Elective
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
5
Courses given by: 
Course Objectives: 
The aim of this course is to demonstrate the use of psychological persuasion in advertising.
Course Content: 

The concept of advertising psychology; History of advertising psychology; Memory in advertising psychology; Relationships among the structure of the brain, behaviors of learning and advertising; use of five senses in advertising; use of psychological persuasion elements in advertising.

Course Methodology: 
1-Lecture 19- Guest Speaker
Course Evaluation Methods: 
A-Testing B- Oral Exam / Presentation E- Project / Design

Vertical Tabs

Course Learning Outcomes

Learning Outcomes  Program Learning Outcomes Teaching Methods  Assessment Methods 
1) Explains advertising psychology 3,7,9,10 1 A
2) Explains history of advertising psychology 3,7,9,10 1 A
3) Explains the role of the  memory in advertising psychology 1,3,7,8,9,10 1,19 A,B
4) Explains relationships between the structure of the brain, behaviors of learning and advertising 1,3,7,9,10 1 A,B,E
5) Explains how five senses are used in advertising 1,3,7,8,9,10 1,19 A,B,E
6) Explains elements of psychological persuasion  1,3,7,9,10 1 A,B,E

Course Flow

COURSE CONTENT
Week Topics Study Materials
1 Introduction  Weekly readings 
2 Introduction to Advertising terminology Weekly readings, presentations 
3 History of Advertising psychology Weekly readings, presentations 
4 Methods of advertising Weekly readings, presentations 
5 Approaches to human memory Weekly readings, presentations 
6  Learning and memory models  Weekly readings, presentations 
7 Use of  learning and memory models in advertising Weekly readings, presentations 
8 Midterm Exam   
9 Structure of the brain Weekly readings, presentations 
10 Learning and affection Weekly readings, presentations 
11 Advertising, learning and memory Weekly readings, presentations 
12 Psychological effects caused by sensations like music, smell, etc. Weekly readings, presentations 
13 Use of psychological persuasion elements in advertising Weekly readings, presentations 
14 Use of psychological persuasion elements in advertising Weekly readings, presentations
15 Review for Final exam Weekly readings, presentations 
16 Final (Project submission and presentation)  

Recommended Sources

RECOMMENDED SOURCES
Textbook Scott, L. M., & Batra, R. (2003). Persuasive Imagery : A Consumer Response Perspective. Routledge.
Additional Resources  

Material Sharing

MATERIAL SHARING
Documents www.coadsys.yeditepe.edu.tr
Assignments www.coadsys.yeditepe.edu.tr
Exams  

Assessment

ASSESSMENT
IN-TERM STUDIES NUMBER PERCENTAGE
Mid-terms 1 50
Presentation 2 50
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.          
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.          
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 3 42
Hours for off-the-classroom study (Pre-study, practice) 15 3 45
Mid-terms 1 3 3
Presentations 2 4 2
Final (Project) 1 20 20
Final project presentation 1 2 2
Total Work Load     113
Total Work Load / 25 (h)     4,52
ECTS Credit of the Course     5