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Course Code: 
RTC 470
Course Type: 
Course Language: 
Course Coordinator: 
Course Objectives: 
Course aims to have students recognize advertising as a marketing tool, while they gain understanding of the creative production process and production techniques in television advertising through practice, and gain basic knowledge and skills in the required fields of the advertising sector such as commercial film direction and production.
Course Content: 

Understanding of basic subjects such as marketing strategy, target audience, media planning, creative ideas, script, storyboard, shooting techniques and budget; student teams practice in the area of direction and production of commercial films.

Course Methodology: 
1: Lecture, 2: Interactive Lecture, 15: Assignment
Course Evaluation Methods: 
A: Exam, C: Assignment

Vertical Tabs

Course Learning Outcomes

Learning Outcomes Program Learning Outcomes Teaching Methods Assessment Methods
1) Comprehends connections of the parties working together or independently such as Advertiser, Advertising Agency, Production Company and Director. 2, 3, 4, 5, 8 1, 2, 7 A, C
2) Establishes connection between advertising market research, advertising marketing strategy, advertising brief, and use it effectively. 1, 2, 3, 4, 6 1, 2, 6, 7 A, C
3) Makes a media plan and budget. 1, 2, 3, 4, 8 1, 2, 6, 7 A, C
4) Determines the way of approach, telling and production technique of a commercial film in accordance with a creative brief. 1, 2, 3, 4, 8, 9 1, 2, 6, 7 A, C
5) Be sensitive in the areas such as ethics in advertising, advertising self-regulation and consumer rights issues. 1, 2, 3, 4 1, 2, 6 A, C

Course Flow

Week Topics Study Materials
1 Introduction, content, expectations during the course period, information  
2 Basic information about the local and global marketing, advertising and public relations.  
3 Description of advertising from marketing to integrated marketing communication, target audience, advertising media, advertising advantages and disadvantages of television as a medium.  
4 Structural and institutional relationships between the advertiser, advertising agency, media planning and production company, and their roles in the creative process.  
5 Advertising market research, advertising communication strategy, creative brief, creative ideas, script, storyboard, and sectoral examples.  
6 Student presentations  
7 Student presentations  
8 Student presentations  
9 Determination of the group leaders and establishment of the teams  
10 Groups to present their prepared plans on the timeline for their chosen projects.  
11 Discussion on creative (commercial film scenario, slogans, and storyboard) and shooting technique, reporting  
12 Reaching decision on creative and technical issues, reporting  
13 Shooting, production, editing phase  
14 Shooting, production, editing phase  
15 Shooting, production, editing phase  
16 Final / Project  

Recommended Sources

Textbook Elden, Müge, Ulukök, Özkan, Yeygel, Sinem ‘Şimdi Reklamlar’, 2005, İletişim Yayıncılık
Additional Resources Stash DVD, Archive TV Commercial DVD, Power Point presentations

www.adsoftheworld.com, adage.com, http://www.rv.org.tr/, http://www.rd.org.tr/, http://www.iaaturkey.com/

Material Sharing

Documents Handed out in class


Mid-terms 1 70
Assignment 1 30
Total   100
Contribution of Final Examination to Overall Grade   50
Contribution of In-Term Studies to Overall Grade   50
Total   100

Course’s Contribution to Program

No Program Learning Outcomes Contribution
1 2 3 4 5
1 Defines basic concepts, theories, methods, and domains of study specific to radio, television and cinema by associating them with the findings and theories of humanities and social sciences.     X    
2 Demonstrates the responsibilities, effective participation, coordination, and planning skills essential for harmonious and efficient teamwork in the production processes relative to the radio, television and cinema fields.   X      
3 Generates media products in accordance with professional standards in various narrative forms and genres specific to the field by synthesizing up-to-date knowledge and skills for expertise acquired through applied and theoretical courses.       X  
4 Manifests professional knowledge and such skills as copywriting, image management, editing, sound design, producing and directing, media management in different fields of radio, television and cinema locally and globally. X        
5 Holds responsibility in broadcasting by integrating national and international rules of law that media professionals should pursue with professional ethical principles.   X      
6 Comprehends the knowledge and skills related to institutional operation and management in the production and broadcasting processes of radio, television and cinema for the common interest.     X    
7 Evaluates radio, television and cinema fields analytically and critically from their institutional structuring to products regarding a wide range of cultural, artistic, economic, and social relations.       X  
8 Has the ability to collect visual, audio and written data, conduct research, evaluate, report and offer creative solutions in the fields of radio, television and cinema.       X  
9 Develops original projects for radio, television and cinema by following new technologies, developments, and ideas in the fields of art, culture, and media at the national and global planes.         X


Activities Quantity Duration
Course Duration 14 3 42
Hours for off-the-classroom study (Pre-study, practice) 14 4 56
Mid-term 1 8 8
Assignment 1 5 5
Final Examinaton 1 10 10
Total Work Load     121
Total Work Load / 25 (h)     4,84
ECTS Credit of the Course     5