TÜRKÇE
ENGLISH
Information
| Code | ILT214 |
| Name | Introduction to Advertising |
| Term | 2024-2025 Academic Year |
| Semester | 4. Semester |
| Duration (T+A) | 2-0 (T-A) (17 Week) |
| ECTS | 3 ECTS |
| National Credit | 2 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Label | C Compulsory |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Dr. Öğr. Üyesi GÜLNUR KAPLAN ESEN |
| Course Instructor |
Dr. Öğr. Üyesi GÜLNUR KAPLAN ESEN
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
Course that includes teaching the transfer of theoretical knowledge within the framework of current information, aims to give information to students about advertising and basic concepts of advertising, advertising media, processes, advertising campaign stages, consumer and factors affecting consumers, importance of media planning in advertising, media planning strategies, institutions, new trends and ethical models about advertsing. Students will be able to plan an advertising campaign.
Course Content
In this course, basic concepts of communication, marketing communication and advertising, historical development of advertising, its relationship with other fields, objectives of advertsing, types of advertising, advertising ecoles, advertising media, models about advertising processes, notion of advertising campaign and stages of advertising campaign, consumer and consumer behaviour in advertising, factors affecting consumer behaviour, media planning in advertising and its importance, measurement in advertising, new trends in advertising, institutions and control mechanisms about the advertising, ethic in advertising and ethic models will be transferred and scrutinesed.
Course Precondition
None
Resources
Elden, M. (2016). Reklam ve Reklamcılık. Ankara: Say. / Balta Peltekoğlu, F. (2010). Kavram ve Kuramlarıyla Reklam. İstanbul: Beta.
Notes
Related articles and electronic resources
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Know and interpret the concepts of advertising. |
| LO02 | Recognize the advertising media and direct it effectively. |
| LO03 | Comprehend the target audience and influencing factors and plan the practices in this framework. |
| LO04 | Have comprehensive knowledge of the advertising campaign processes and lead them. |
| LO05 | Know and scrutinise the new trends in advertising. |
| LO06 | Know the institutions related to advertising and comprehend their functioning. |
| LO07 | Discuss the ethic models in advertising and use them in practice. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explains the basic concepts of the field, communication patterns, communication and cultural functions within the framework of communication as the basis of Communication Studies. | 5 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Recognizes the national and global communication systems, the basic concepts, theories and principles. | 3 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Students will be able to associate basic knowledge about the instrumental (Radio, Television, Cinema, Advertising, Public Relations, Journalism, Public Relations, Journalism, etc.) and objective (Public Sphere, Public Opinion, Cultural Production Areas, Citizen Participation, Popular Culture, etc.) fields of Social Communication. | 4 |
| PLO04 | Bilgi - Kuramsal, Olgusal | Explains how communication works in all aspects of individual, group, mass, institution or different cultures. | 5 |
| PLO05 | Bilgi - Kuramsal, Olgusal | Associates scientific knowledge and methods with technological innovations in the field. | 3 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | With an interdisciplinary perspective on the concept of communication; Sociology, History, Psychology, Linguistics, Political Science, Anthropology, etc. synthesises information from fields such as Communication Sciences. | 3 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Produces thoughts and knowledge to understand and solve communication problems encountered in size of individual to global communications. | 2 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | As a requirement of the ability to communicate effectively, as well as the ability to express oneself; empathizes with the ability to understand the people and the environments they are in. | |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Reports his/her observations in social, artistic and cultural events that he/she organises and actively participates in. | 3 |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Interprets local, national and international events with a critical perspective. | |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | They take an active role in group work as well as individual work. | 3 |
| PLO12 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | As an individual with a developed sense of responsibility towards society, develops projects for the benefit of society. | 5 |
| PLO13 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | In addition to professional development, it continuously improves itself in scientific, social, cultural and artistic fields in line with its interests and abilities. | 2 |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Rational thinking skills as well as methods and strategies to develop creative thinking, as well as written, verbal, visual, etc. express their thoughts through tools appropriate to the purpose. | 5 |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | To be able to follow the information in the field and communicate with colleagues abroad with the knowledge of a foreign language at least at the general level of the European Language Portfolio (B). | |
| PLO16 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Acts in accordance with ethical principles in the process of accessing, using and transmitting all kinds of information and in all other thoughts and endeavors related to the profession. | 5 |
| PLO17 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Uses methods that can be disseminated to the society in general with basic application skills specific to the field such as media literacy. | 3 |
| PLO18 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Is competent to use required level of knowledge of the area and use of computer software as well as all means of communication (body language, verbal and nonverbal communication, newspapers, magazines, radio, television, cinema, internet and other information / communication technologies, and mass media) | |
| PLO19 | Yetkinlikler - Alana Özgü Yetkinlik | Realizes future career planning in line with learning needs. | 3 |
| PLO20 | Yetkinlikler - Alana Özgü Yetkinlik | It directs all its work within the framework of the legal legislation related to its field. | 3 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Basic Concepts of Communication, Marketing Communication and Advertising. Definition of Advertising and Historical Development of Advertising, | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 2 | The Relationship with Other Fields of Advertising (Marketing, Economy, Law, Sociology, Psychology, Social Psychology, Anthropology, Statistics, Art). Objectives of Advertising, Types of Advertising. Countries and Advertising Ecoles (The United States of America, England, France, Germany, Japan, Turkey). | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 3 | Broadcasting Advertising Media (Radio, Television), Print Advertising Media (Newspaper, Magazine, Direct Mail and Other Print Advertising Materials), Outdoor Advertising Media, Transit Advertising Media, Internet, Point-of-Purchase (POP) Advertising, Cinema. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 4 | Models of Advertising Processes (Traditional Ethic Hierarchies Models 'AIDA Model/NAIDAS Model/ Hierarchy of Effects Model/ DAGMAR Model/ Diffusion of Innovations Model/ Information Processing Model'. Involvement-Based Models 'Low Involvement Learning Model/FCB Grid Model/ Rossiter and Percy Grid Model'. Elaboration Likelihood Model). | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 5 | Notion of Advertising Campaign, Stages of Advertising Campaign (General Marketing Mix, Situtiaonal Analysis, Determining the Objectives of Advertising, Determining the Message Strategy, Determining the Media Planning Strategy, Determining the Advertising Budget, Implementation, Measurement of Advertising Effectiveness. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 6 | Targeting Audience of Advertising: Consumer and Consumer Behaviour. Demographical Factors, Psychological Factors/Learning (Behavioral Learning Theory/Cognitive Learning Theory/Learning and Memory), Motivation (Maslows Hierarchy of Needs/McCellands Motivation Theory/McGuires Psychological Motives/Environment Theory. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 7 | Psychological Factors / Perception (Perceptual Selectivity/Perceptual Organization/Perceptual Interpretation), Personality (Psychoanalytic Theory/Treyt Teory/Socio-Psychologic Theory), Attitudes and Beliefs (Cognitive Component/Emotional Component/Behavioral Component). | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 8 | Mid-Term Exam | Taught course subjects | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Socio/Cultural Factors 'Culture and Subculture, Family, Advisory Groups, Social Classes'. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 10 | Media Planning in Advertising. Media and Mass Communication, Importance of Media Planning, Concepts of Media Planning, Media Planning Process, Advertising Media. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 11 | Measurement in Advertising. Measurement the Effectiveness of Advertising, In Vitro Measurements in Advertising, Advertising Measurements in Real Life, Product-Related Measurements in Real Life. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 12 | New Trends in Advertising (International Worldwide Advertising, Corporate Social Responsibility Campaigns and Corporate Advertising, E-Marketing and Advertising - Verbal Marketing and Advertising/Permission-Based Marketing and Advertising/Mobile Marketing and Advertising/Advergaming). | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 13 | New Trends in Advertising (Relationship Marketing, Experiential Marketing, Entertainment Marketing, Green Marketing, Guerilla Marketing). | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 14 | Institutions Related to Advertising (Advertising Agencies, Media Agencies, National and International Sectoral Institutions About Advertising). | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 15 | Control Mechanisms About Advertising. Ethic and Ethic Models in Advertising. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 16 | Term Exams | Taught course subjects | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Taught course subjects | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 2 | 28 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 2 | 28 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 6 | 6 |
| Final Exam | 1 | 16 | 16 |
| Total Workload (Hour) | 78 | ||
| Total Workload / 25 (h) | 3,12 | ||
| ECTS | 3 ECTS | ||