PRA 204 | Course Introduction and Application Information - Department of Public Relations and Advertising

Course Name

Principles of Advertising

Code	Semester	Theory (hour/week)	Application/Lab (hour/week)	Local Credits	ECTS
PRA 204	Spring	3	0	3	5

Prerequisites	None
Course Language	English
Course Type	Required
Course Level	First Cycle
Mode of Delivery	Blended
Teaching Methods and Techniques of the Course	Discussion Group Work Problem Solving Case Study Q&A Lecture / Presentation
National Occupation Classification	-
Course Coordinator	-
Course Lecturer(s)	Prof. Dr. Sema MİSÇİ KİP
Assistant(s)	-

Course Objectives	This course aims to introduce students to the basic concepts and terms in advertising and transfer information about general issues like target market, advertising campaign process, advertising media, strategic advertising research and planning, copywriting, creativity, design, and production. It also explains advertising’s role in the marketing and communication process.
Learning Outcomes	The students who succeeded in this course; explain basic concepts on advertising analyze how consumer behavior and media platforms dictate the delivery of a message practice developing the big idea apply the big idea to the campaign process analyze evaluate advertising ideas developed individually or with team work
Course Description	After learning basic terms and concepts in advertising, students work on an advertising brief and develop a campaign based on it. They present their advertising campaigns at the end of the semester and receive feedback on the campaign process. Throughout the semester, students complete weekly tasks focused on strategic planning, research, and designing ads based on different message strategies. They also explore topics such as the role of advertising in the communication process and target audience analysis with short applications in class.
Related Sustainable Development Goals

Course Category	Core Courses	X
	Major Area Courses
	Supportive Courses
	Media and Management Skills Courses
	Transferable Skill Courses

Week	Subjects	Related Preparation
1	Introduction of the course and course schedule: 1- The Foundations 2- The Strategy 3- The Execution and the Future
2	1- The Foundations The Evolution of "The Pitch." From town criers to TikTok.	Arens, W., & Weigold, M. (2025). Contemporary Advertising and IMC, McGraw Hill. Chapter 2 ISBN10: 1266128883 \| ISBN13: 9781266128882
3	Psychology & Consumer Behavior. Maslow, tribalism, and the "Logic vs. Magic" debate.	Arens, W., & Weigold, M. (2025). Contemporary Advertising and IMC, McGraw Hill. Chapter 5 ISBN10: 1266128883 \| ISBN13: 9781266128882
4	The Anatomy of an Agency. Who does what? Roles of Creative, Account, Media, and Strategy.	Arens, W., & Weigold, M. (2025). Contemporary Advertising and IMC, McGraw Hill. Chapter 4 ISBN10: 1266128883 \| ISBN13: 9781266128882
5	Ethics & The "Dark Arts." Greenwashing, data privacy, and the responsibility of being the "voice" in someone's head. 2- The Strategy The Creative Brief. Learning to write the "Contract for Greatness."	Arens, W., & Weigold, M. (2025). Contemporary Advertising and IMC, McGraw Hill. Chapter 3 ISBN10: 1266128883 \| ISBN13: 9781266128882 Arens, W., & Weigold, M. (2025). Contemporary Advertising and IMC, McGraw Hill. Chapter 8, Situation Analysis ISBN10: 1266128883 \| ISBN13: 9781266128882
6	The Creative Brief. Learning to write the "Contract for Greatness." Market Segmentation. Moving beyond demographics to psychographics	Arens, W., & Weigold, M. (2025). Contemporary Advertising and IMC, McGraw Hill. Chapter 6 ISBN10: 1266128883 \| ISBN13: 9781266128882
7	Midterm
8	Branding & Identity. Why do people tattoo the Apple logo on their bodies?	Arens, W., & Weigold, M. (2025). Contemporary Advertising and IMC, McGraw Hill. Chapter 2 ISBN10: 1266128883 \| ISBN13: 9781266128882
9	Media Planning. Where does the ad live? (OOH, Social, Programmatic, Guerrilla…)	Arens, W., & Weigold, M. (2025). Contemporary Advertising and IMC, McGraw Hill. Chapter 9 ISBN10: 1266128883 \| ISBN13: 9781266128882
10	3- The Execution and the Future Copywriting & Visual Storytelling. The power of "The Big Idea."	Arens, W., & Weigold, M. (2025). Contemporary Advertising and IMC, McGraw Hill. Chapter 10, 11 ISBN10: 1266128883 \| ISBN13: 9781266128882
11	Digital & Viral Advertising. Understanding algorithms, influencers, and community management.	Arens, W., & Weigold, M. (2025). Contemporary Advertising and IMC, McGraw Hill. Chapter 14, 15 ISBN10: 1266128883 \| ISBN13: 9781266128882
12	The AI Revolution. Using AI as tools in advertising Global Perspectives. How humor and persuasion change across borders.
13	Advertising Campaign Presentations
14	Advertising Campaign Presentations
15	Semester Review
16	Final Exam

Course Notes/Textbooks

Arens, W., & Weigold, M. (2025). Contemporary Advertising and IMC, McGraw Hill ISBN10: 1266128883 | ISBN13: 9781266128882

Suggested Readings/Materials

Moriarty, S., Mitchell, N., Wells, W.D., Wood, C. (2019) Advertising & IMC: Principles and Practice, Global Edition, Pearson. ISBN-10 : 1292262060 ISBN-13 : 978-1292262062
Moriarty, S., Mitchell, N., Wells, W.D (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall ISBN 978-0-13-500938-3
Lane, W. R., King, K. W., Reichert, T. (2011), Kleppner’s Advertising Procedure, 18th Ed., Pearson Prentice Hall. ISBN 978-0-13-246551-9
Ogilvy, D. (1985). Ogilvy on Advertising, Vintage. ISBN-10 : 039472903X ISBN-13 : 978-0394729039
Ogilvy, D. (2012). Confessions of an Advertising Man, Southbank Publishing. ISBN-10 : 9781904915379 ISBN-13 : 978-1904915379
Steel, J. (1998). Truth, Lies, and Advertising: The Art of Account Planning, Wiley, 1st edition. ISBN-10 : 0471189626 ISBN-13 : 978-0471189626
Sullivan, L and Boches, E. (2016). Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads, Wiley, 5th edition ISBN-10 : 1119164001 ISBN-13 : 978-1119164005
Hopkins, C.C. (2015). Scientific Advertising, CreateSpace Independent Publishing Platform, 1st edition ISBN-10 : 1517038073 ISBN-13 : 978-1517038076
Gilbert, P. (2020). Join or Die: Digital Advertising in the Age of Automation, Mill City Press, Inc. ISBN-10 : 1632217686 ISBN-13 : 978-1632217684
Kemeny, T. (2019). Junior: Writing Your Way Ahead In Advertising, powerHouse Books; Illustrated edition ISBN-10 : 1576879127 ISBN-13 : 978-1576879122
Barry, P. (2016). The Advertising Concept Book: Think Now, Design Later, Thames & Hudson, Third edition ISBN-10 : 9780500292679 ISBN-13 : 978-0500292679
Sullivan, L. and Bennett, S. (2018). Satan Reklam Yaratmak, çev. Nadir Özata, Mediacat Yayıncılık, 9. Basım ISBN-10 : 9758378368 ISBN-13 : 978-6054584529
Goldenberg, J et al. (2013). Reklamın Şifresini Kırmak, çev. Haluk Mesci, Optimist ISBN: 9786055655853
Seguela, J. (2014). Anneme Reklamcı Olduğumu Söylemeyin, O Beni Genelevde Piyanist Sanıyor, çev. Ragıp Duran, Pupa Yayınları ISBN: 9786055148058
Berger, W. (2010). Hoopla Crispin Porter + Bogusky Hakkında Bir Kitap, çev. Evren Yıldırım, Mediacat Yayıncılık ISBN: 9786055755041
Heath, R. (2013). Bilinçaltımdaki Reklamlar, çev. Emrah Bilge, Mediacat Yayıncılık ISBN: 9786054584338
Sezer, K. (2014). Reklamın Sokak Çocuğu, Reklamcılık Vakfı Yayınları, 1. Basım ISBN-10 : 9759715791 ISBN-13 : 978-9759715793

Websites: https://reklaminsan.com/, https://pazarlamasyon.com/, https://leoburnett.com/, https://www.lionscreativity.com/, https://www.canneslions.com/, https://clios.com/, https://www.effie.org/, http://rd.org.tr/, http://rv.org.tr/, http://ird.org.tr/, https://www.kristalelma.org.tr/, https://www.adsoftheworld.com/, https://www.marketingturkiye.com.tr/, https://mediacat.com/, https://www.campaigntr.com/, https://adage.com/, https://www.campaignlive.co.uk/, https://www.campaignlive.com/

Podcasts: Under the Influence by Terry O'Reilly, Nudge, Marketing Against The Grain, Nasıl Olunur? (Nilay Örnek), 1 Alana 1 Bedava, Taş, Kağıt, Makas (Ceren Sağlam & Erol Batislam)

Documentaries: Art & Copy (2009), The Persuaders (PBS Frontline), The Social Dilemma (2020), Fyre: The Greatest Party That Never Happened (2019), The Psychology of How Brands Influence You (Matt D'Avella).

Movies and Serials: Thank you for Smoking, The Joneses (2009), Air (2023), The Founder (2016), 99 Francs (2007), The Devil Wears Prada, Mad Men, Emily in Paris, The Pitch, Nathan For You

Newsletters: Morning Brew, Campaign, AdAge, Kellogg Insight, Hrvard Busisness Review (TR and Eng.), McKinsey Reports

Semester Activities	Number	Weigthing
Participation	1	10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
Presentation / Jury	1	30
Project	1	30
Seminar / Workshop
Oral Exams
Midterm	1	30
Final Exam
Total

Weighting of Semester Activities on the Final Grade	3	70
Weighting of End-of-Semester Activities on the Final Grade	1	30
Total

Semester Activities	Number	Duration (Hours)	Workload
Theoretical Course Hours (Including exam week: 16 x total hours)	16	3	48
Laboratory / Application Hours (Including exam week: '.16.' x total hours)	16		0
Study Hours Out of Class	14	1	14
Field Work			0
Quizzes / Studio Critiques			0
Portfolio			0
Homework / Assignments			0
Presentation / Jury	1	15	15
Project	1	38	38
Seminar / Workshop			0
Oral Exam			0
Midterms	1	35	35
Final Exam			0
		Total	150

#	Program Competencies/Outcomes	* Contribution Level
#	Program Competencies/Outcomes	1	2	3	4	5
1	To be able to critically interpret theories, concepts, methods, instruments and ideas that form the basis of Public Relations and Advertising field.	-	-	-	X	-
2	To be able to collect and use necessary data to produce content in the field of Public Relations and Advertising with scientific methods.	-	-	-	-	-
3	To be able to use theoretical knowledge gained in the field of Public Relations and Advertising in practice.	-	-	X	-	-
4	To be able to use analytical thinking skills in the field of Public Relations and Advertising.	-	-	-	-	-
5	To be able to convey creative ideas and solution suggestions supported by scientific data in written and oral form to stakeholders.	-	-	X	-	-
6	To be able to take responsibility as individual and group members to solve problems encountered in the practice of Public Relations and Advertising field.	-	X	-	-	-
7	To be able to develop solutions that favor public good and raise awareness by having knowledge about regional, national and global issues and problems.	-	-	-	-	-
8	To be able to relate the basic knowledge of other disciplines supporting the field of Public Relations and Advertising with his/her own field of expertise.	-	-	-	-	-
9	To be able to use the knowledge, skills and competencies acquired by following regulations, innovations, changes, current developments, and occupational health and safety practices closely in the field of Public Relations and Advertising; in a lifelong manner and for individual and social purposes.	-	-	X	-	-
10	To be able to collect, interpret and share data by considering social, scientific and professional ethical values in the field of Public Relations and Advertising.	-	-	-	-	-
11	To be able to collect data in the areas of Public Relations and Advertising and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1)	-	-	-	-	-
12	To be able to speak a second foreign at a medium level of fluency efficiently.	-	-	-	-	-
13	To be able to relate the knowledge accumulated throughout the human history to their field of expertise.	-	-	-	-	-