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 | ||
None