FACULTY OF COMMUNICATION
Department of Public Relations and Advertising
PRA 400 | Course Introduction and Application Information
| Course Name |
Strategic Advertising Analysis
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
PRA 400
|
Fall/Spring
|
3
|
0
|
3
|
4
|
| Prerequisites |
None
|
|||||
| Course Language |
English
|
|||||
| Course Type |
Elective
|
|||||
| Course Level |
First Cycle
|
|||||
| Mode of Delivery | face to face | |||||
| Teaching Methods and Techniques of the Course | DiscussionCase StudyQ&ALecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | To embrace the competancy of describing the strategy and /or tactics that the brands execute by analysing their advertising. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | This course is designed to understand the brands’ strategy and tactics by analyzing the advertising. This analysis will lay the foundations (objective, target audience, proposition, reason why, tone of voice, media and budget) of the “brief” that caused the advertising to come to life. The analysis by industry will reveal the conventions of the industry. |
|
|
Core Courses | |
| Major Area Courses |
X
|
|
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction | |
| 2 | Case study | |
| 3 | The role of advertising analysis in understanding the competition | Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p. 21-26,74-78 |
| 4 | To reveal the diversity of objectives in advertising | Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p. 35-47, 110-150, 283-286 |
| 5 | To reveal the diversity of target audiences in advertising | Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p. 197-229 |
| 6 | Discovering the impact of the “proposition” and” reason why” on competition | Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p., 273-282, 413-435 |
| 7 | Determining the differentiation value that tone of voice of the advertising delivers | Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p., 413-435 |
| 8 | Midterm | |
| 9 | The effect of choosing media on strategy | Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p., 333-380 |
| 10 | The price/performance balance revealed | Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p. 235-261 |
| 11 | To analyze the advertising idea at the scale of competition to determine the “winning idea” | Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p. 460-502 |
| 12 | Case study | |
| 13 | To point out the codes or cues of the brands and analyze the effects on competition | Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p. 151-158 |
| 14 | Case study | |
| 15 | Review of the Semester | |
| 16 | Final |
| Course Notes/Textbooks | Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org |
| Suggested Readings/Materials |
|
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
10
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
15
|
| Presentation / Jury |
1
|
5
|
| Project | ||
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
30
|
| Final Exam |
1
|
40
|
| Total |
| Weighting of Semester Activities on the Final Grade |
4
|
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 |
12
|
1
|
12
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
1
|
12
|
12
|
| Presentation / Jury |
1
|
5
|
5
|
| Project |
0
|
||
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
15
|
15
|
| Final Exam |
1
|
28
|
28
|
| Total |
120
|
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. |
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| 2 | To be able to collect and use necessary data to produce content in the field of Public Relations and Advertising with scientific methods. |
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| 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. |
X | ||||
| 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. |
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| 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. |
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| 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. |
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| 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. |
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| 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) |
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| 12 | To be able to speak a second foreign at a medium level of fluency efficiently. |
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| 13 | To be able to relate the knowledge accumulated throughout the human history to their field of expertise. |
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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