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Course Code: 
RTC 470
Course Type: 
Course Language: 
Course Objectives: 
Course aims to have students recognize advertising as a marketing tool, while they gain understanding of creative production process and production techniques in television advertising through practice, and gain basic knowledge and skills in the required fields of 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: Question-Answer, 3: Discussion 4: Application
Course Evaluation Methods: 
A: Exams , B: Experiment C: Assignment

Vertical Tabs

Course Learning Outcomes

Learning Outcomes Teaching Methods Assessment Methods
  1. Recognizes the local and global advertising sector.
1,2,3 A,C
  1. Comprehends connections of the parties working together or independently such as Advertiser, Advertising Agency, Production Company and Director.
1,2,3 A,C
  1. Establishes connection between advertising market research, advertising marketing strategy, advertising brief, and use it effectively.
1,2,3,4 A,C
  1. Makes a media plan and budget.
1,2,3,4 A,C
  1. Determines the way of approach, telling and production  technique of a commercial film in accordance with a creative brief.
1,2,3,4 A,C
  1. Practices in creative applications such as script writing, storyboarding and motion graphics for television commercial film.
1,2,3,4 A,C
  1. Be sensitive in the areas such as  ethics in advertising, advertising self-regulation and consumer rights issues.
1,2,3 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. Power Point Presentation
3 Description of advertising from marketing to integrated marketing communication, target audience, advertising media, advertising advantages and disadvantages of television as a medium. Power Point Presentation
4 Structural and institutional relationships between the advertiser, advertising agency, media planning and production company, and their roles in the creative process. Power Point Presentation
5 Advertising market research, advertising communication strategy, creative brief, creative ideas, script, storyboard, and sectoral examples. Power Point Presentation, DVD
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

Lecture Notes Elden, Müge, Ulukök, Özkan, Yeygel, Sinem ‘Şimdi Reklamlar’2005, İletişim Yayıncılık
Additional Resources Stash DVD, Archive TV Commercial DVD, Power Point presentations, Williamson, Judith, 2001, Ütopya Yayınevi
  www.adsoftheworld.com, adage.com, http://www.rv.org.tr/, http://www.rd.org.tr/, http://www.iaaturkey.com/



Material Sharing

Documents Brief and scenario examples
Assignments For the selected advertisement within the project content, student will prepare and submit a presentation file that contains the research, analysis, planning and creative work.
Exams Project groups will be formed for the selected project and production of an advertising film to be performed as the final project.





Mid-terms 1 70
Assignments 1 30
Total   100
Total   100




COURSE CATEGORY Expertise/Field Courses



Course’s Contribution to Program

No Program Learning Outcomes Contribution
1 2 3 4 5
1 To interpret the basic concepts, theories, approaches and field of study of communication science through analytical and critical perspective. x        
2 To interpret and have access to findings and  theories and the impacts of social sciences with other disciplines in the communication field.     x    
3 To evaluate critically the relationship of media in a wide range from corporate structuring to media products within the context of other social structures and actors.     x    
4 To develop responsible broadcasting  insight through integrating national and international rules of law that media professionals need to observe with the principles of professional ethics.         x
5 To relate the impacts of mass media in terms of political economy, socio-economic and social-psychological aspects within a historical process.          
6 To develop unique approaches,able to make an independent  research and defend an assumption in communication science specifically  in radio,television and cinema department.     x    
7 To in a particular area through knowledge and skills that are acquired in practical and theoretical courses; to use in various narrative forms and adapt in the manner of giving independent product in radio, television and cinema department.         x
8 To obtain the basic knowledge of creative approaches and technical infrastructure that are used in  production process in terms of theoretical and practical manners.         x
9 To develop a project in terms of design, preperation, shooting and post-production phases of knowledge and concepts in radio, television and cinema department in a practical manner.         x
10 To consider  the functioning of measuring and decision-making processes in radio,television and cinema department; to evaluate the historical and cultural development and socio-political effects of program formats and programs.          
11 To consider the essential format forms, to develop a project, to design a project in terms of linguistically and visually, to present, to write and to apply a project that is appropriate and effective to Turkish in creative ways which is essential for radio,television and cinema.     x    
12 At a certain level to be able to performance  English in order to pursue developments and ideas in international arena in the field of communication.          
13 To monitor and analyze national and global events and facts through associating with media.          




Activities Quantity Duration
Total Workload (Hour)
Course Duration (Including the exam week: 16x Total course hours) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 16 3 48
Mid-term 1 8 8
Assignment 1 5 5
Final Examinaton 1 10 15
Total Work Load     124
Total Work Load / 25 (h)     4.96
ECTS Credit of the Course     5