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FACULTY OF COMMUNICATION

Department of Public Relations and Advertising

PRA 204 | Course Introduction and Application Information

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 face to face
Teaching Methods and Techniques of the Course Discussion
Group Work
Problem Solving
Case Study
Q&A
Lecture / Presentation
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives This course aims to introduce students with the basic concepts and researches in the field of 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 marketing and communication process.
Learning Outcomes The students who succeeded in this course;
  • explain basic concepts on advertising
  • distinguish the relations between, consumers, target markets, and target audiences in advertising.
  • practice developing the big idea
  • apply the big idea to the campaign process
  • evaluate advertising ideas developed individually or with team work
Course Description After explaining basic concepts of advertising, a campaign brief is given to students and they prepare an advertising campaign according to this brief. They present their advertising campaigns at the end of the semester and get critics about the campaign process. Also weekly assignments in which students are expected to work on strategic planning and research, design ads according to different message strategies are given during the semester. They also associate subjects like the role of advertising in the communication process, analyses of target audience with short applications in the lectures.

 



Course Category

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

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction of the course and course schedule
2 Welcome to the World of Advertising / Strategic brand communication Moriarty, S., Mitchell, N., Wells, W.D., Wood, C. (2019) Advertising & IMC: Principles and Practice, Global Edition, Pearson, Chapter 1 and 2 Moriarty, S., Mitchell, N., Wells, W.D (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall, pp.50-76 Lane, W. R., King, K. W., Reichert, T. (2011), Kleppner’s Advertising Procedure, 18th Ed., Pearson Prentice Hall, pp.5-74
3 Strategic brand communication Strategic Research Moriarty, S., Mitchell, N., Wells, W.D., Wood, C. (2019) Advertising & IMC: Principles and Practice, Global Edition, Pearson, Chapter 2 and 6 Moriarty, S., Mitchell, N., Wells, W.D (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall, pp.208-266 Lane, W. R., King, K. W., Reichert, T. (2011), Kleppner’s Advertising Procedure, 18th Ed., Pearson Prentice Hall, pp.727-775
4 Strategic Research Segmenting and Targeting the Audience Moriarty, S., Mitchell, N., Wells, W.D., Wood, C. (2019) Advertising & IMC: Principles and Practice, Global Edition, Pearson, Chapter 6 and 7 Moriarty, S., Mitchell, N., Wells, W.D (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall, pp.174-207
5 Segmenting and Targeting the Audience Strategic Planning Moriarty, S., Mitchell, N., Wells, W.D., Wood, C. (2019) Advertising & IMC: Principles and Practice, Global Edition, Pearson, Chapter 7 and 8 Lane, W. R., King, K. W., Reichert, T. (2011), Kleppner’s Advertising Procedure, 18th Ed., Pearson Prentice Hall, pp.655-668 Clow, K. E. , Baack, D. (2010). Integrated Advertising, Promotion and Marketing Communications, 4th Ed. Pearson Global Edition, Prentice Hall, pp.155-162, 80-104
6 Creative Side Moriarty, S., Mitchell, N., Wells, W.D., Wood, C. (2019) Advertising & IMC: Principles and Practice, Global Edition, Pearson, Chapter 8 and 9 Moriarty, S., Mitchell, N., Wells, W.D (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall, Chapter 12
7 Promotional Writing Moriarty, S., Mitchell, N., Wells, W.D., Wood, C. (2019) Advertising & IMC: Principles and Practice, Global Edition, Pearson, Chapter 9 and 10 Moriarty, S., Mitchell, N., Wells, W.D (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall, Chapter 13
8 Midterm
9 Media Basics Moriarty, S., Mitchell, N., Wells, W.D., Wood, C. (2019) Advertising & IMC: Principles and Practice, Global Edition, Pearson, Chapter 10 and 12 Moriarty, S., Mitchell, N., Wells, W.D (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall, pp.270-357
10 Paid Media, Owned, Interactive, and Earned Media Moriarty, S., Mitchell, N., Wells, W.D., Wood, C. (2019) Advertising & IMC: Principles and Practice, Global Edition, Pearson, Chapter 12 and 13 Moriarty, S., Mitchell, N., Wells, W.D (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall, pp.270-357
11 Paid Media, Owned, Interactive, and Earned Media Moriarty, S., Mitchell, N., Wells, W.D., Wood, C. (2019) Advertising & IMC: Principles and Practice, Global Edition, Pearson, Chapter 13 and 14
12 Media Planning and Negotiation Moriarty, S., Mitchell, N., Wells, W.D., Wood, C. (2019) Advertising & IMC: Principles and Practice, Global Edition, Pearson, Chapter 14 and 15 Moriarty, S., Mitchell, N., Wells, W.D (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall, pp.177-222
13 Evaluation of Effectiveness Moriarty, S., Mitchell, N., Wells, W.D., Wood, C. (2019) Advertising & IMC: Principles and Practice, Global Edition, Pearson, Chapter 15 and 17 Lane, W. R., King, K. W., Reichert, T. (2011), Kleppner’s Advertising Procedure, 18th Ed., Pearson Prentice Hall, pp.683-710
14 Social Impact, Responsibility, and Ethics: Is it Right? Moriarty, S., Mitchell, N., Wells, W.D., Wood, C. (2019) Advertising & IMC: Principles and Practice, Global Edition, Pearson, Chapter 17 and 18 Moriarty, S., Mitchell, N., Wells, W.D (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall, pp.110-143
15 Semester Review
16 Final Exam

 

Course Notes/Textbooks
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/

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
1
20
Presentation / Jury
1
15
Project
Seminar / Workshop
Oral Exams
Midterm
1
25
Final Exam
1
30
Total

Weighting of Semester Activities on the Final Grade
3
60
Weighting of End-of-Semester Activities on the Final Grade
1
40
Total

ECTS / WORKLOAD TABLE

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
1
23
23
Presentation / Jury
1
10
10
Project
0
Seminar / Workshop
0
Oral Exam
0
Midterms
1
25
25
Final Exam
1
30
30
    Total
150

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
 Program Competencies/Outcomes
* Contribution Level
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.

 X
3

To be able to use theoretical knowledge gained in the field of Public Relations and Advertising in practice.
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.
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.

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

 

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