Advertising Strategies(RPS 582)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| RPS 582 | Advertising Strategies | 1 | 3 | 0 | 0 | 3 | 6 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | Turkish |
| Course Type | Elective |
| Course Level | Masters Degree |
| Course Instructor(s) | |
| Assistant | |
| Objective | The objective of this course is to provide information on the stages of advertising planning. The manner in which the advertiser and the advertising agency are involved in an advertising campaign planning process will be addressed as well as the planning, research, planning and implementation phases of the advertisement |
| Content | advertising planning |
| Course Learning Outcomes | Students will learn how the advertising agency and the advertiser work to create an advertising campaign. They will know the stages of research, planning, implementation and evaluation of advertising planning in this context. In this way, they will gain general knowledge and skills on carrying out an advertising campaign. |
| Teaching and Learning Methods |
presentations discussions |
| References |
Müge Elden Reklam ve Reklamcılık,Say Yayınları, İstanbul 2009 Füsun Kocabaş, Müge Elden, ,Reklam ve Yaratıcı Strateji, İstanbul, Yayınevi yayıncılık, 1997. Füsun Kocabaş, Müge Elden, Nilay Yurdakul, Reklam ve Halkla İlişkilerde Hedef Kitle, İletişim Yayınevi, İstanbul Gül Rengin Küçükerdoğan, Reklam Söylemi, Es, 2005.2002. Robert Leduc, La Publicité: Une Force au Service de l’Entreprise, Paris, Dunod, 1990. Gaye Özdemir Yaylacı, Reklamda Stratejilerle Yönetim, Alfa Basım Dağıtım, İstanbul 1999. Max Sutherland, Alice K. Sylvester, Reklam ve Tüketici Zihni, Mediacat Kitapları, İstanbul 2003. http://www.ipsos.com.tr http://tuad.org.tr/ |
Theory Topics
| Week | Weekly Contents |
|---|---|
| 1 | The concept of advertising planning |
| 2 | Objectives of an advertising campaign |
| 3 | Product analysis |
| 4 | Target analysis |
| 5 | Target analysis |
| 6 | Target analysis |
| 7 | Creative Strategies |
| 8 | Creative Strategies |
| 9 | Creative Strategies |
| 10 | Advertising media |
| 11 | Advertising media |
| 12 | Analysis of an advertising campaign |
| 13 | Presentation |
| 14 | Presentation |
Practice Topics
| Week | Weekly Contents |
|---|
Contribution to Overall Grade
| Number | Contribution | |
|---|---|---|
| Contribution of in-term studies to overall grade | 1 | 40 |
| Contribution of final exam to overall grade | 1 | 60 |
| Toplam | 2 | 100 |
In-Term Studies
| Number | Contribution | |
|---|---|---|
| Assignments | 0 | 0 |
| Presentation | 0 | 0 |
| Midterm Examinations (including preparation) | 1 | 40 |
| Project | 0 | 0 |
| Laboratory | 0 | 0 |
| Other Applications | 0 | 0 |
| Quiz | 0 | 0 |
| Term Paper/ Project | 0 | 0 |
| Portfolio Study | 0 | 0 |
| Reports | 0 | 0 |
| Learning Diary | 0 | 0 |
| Thesis/ Project | 0 | 0 |
| Seminar | 0 | 0 |
| Other | 0 | 0 |
| Toplam | 1 | 40 |
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | He/she acquires the knowledge and skills necessary to produce and manage effective communication strategies in digital platforms. | X | ||||
| 2 | He/she knows and interprets theoretical approaches concerning the main dynamics of the information society. | X | ||||
| 3 | He/she interprets, evaluates and analyses the data using high level theoretical and practical knowledge and skills in the field of public relations and advertising and he/she proposes solutions. | X | ||||
| 4 | He/she knows the developments and innovations in the fields of communication and information technologies and he/she interprets them through a critical approach. | X | ||||
| 5 | He/she knows and uses research, assessment and presentation techniques in the social sciences. | X | ||||
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Class Hours | 14 | 3 | 42 |
| Working Hours out of Class | 14 | 3 | 42 |
| Presentation | 30 | 1 | 30 |
| Midterm Examinations (including preparation) | 30 | 1 | 30 |
| Total Workload | 144 | ||
| Total Workload / 25 | 5.76 | ||
| Credits ECTS | 6 | ||