Advertising Campaigns Design(RPP482)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| RPP482 | Advertising Campaigns Design | 8 | 4 | 0 | 0 | 3 | 5 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | Turkish |
| Course Type | |
| Course Level | Bachelor Degree |
| Course Instructor(s) | Barış KARA bkaragsu@gmail.com (Email) |
| Assistant | |
| Objective | The objective of this course is to help students to design an advertising campaign. Theoretical knowledge will be introduced. |
| Content | Phases of advertising campaign, brief and debrief, consumer research, strategical planning, creative strategy and creative work. |
| Course Learning Outcomes | Thanks to their personal advertising campaign design students will understand the main issues and difficulties they may face with as advertising campaign designer. |
| Teaching and Learning Methods |
presentations discussions students presentations |
| References |
Avery, Jim&Yount, Debbie. (2015). Advertising Campaign Planning: Developing an Advertising-Based Marketing Plan. Melvin & Leigh, Publishers; 5th edition Kocabaş, Füsun. & Elden, Müge. (1997). Reklam ve Yaratıcı Strateji, İstanbul, Yayınevi yayıncılık. Kumar, V., R. Rajkumar and W. Reinartz. 2006. Knowing what to sell, when, and to whom. Harvard Business Review (March): 131-137. Meyer, C. and A. Schwager. 2007. Understanding customer experience. Harvard Business Review (February): 116-126. Reinartz, W. and P. Saffert. 2013. Creativity in advertising: When it works and when it doesn't. Harvard Business Review (June): 106-112. |
Theory Topics
| Week | Weekly Contents |
|---|
Practice Topics
| Week | Weekly Contents |
|---|---|
| 1 | Phases of advertising campaign |
| 2 | Setting campaign topics – Briefing |
| 3 | Debriefing |
| 4 | Consumer Research – 1 |
| 5 | Consumer Research – 2 |
| 6 | Strategical Planning – 1 |
| 7 | Mid-term |
| 8 | Strategical Planning – 2 |
| 9 | Phases of creative process |
| 10 | Creative strategy |
| 11 | Creative Works |
| 12 | Campaign presentation |
| 13 | Campaign presentation |
| 14 | Campaign presentation |
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 | 2 | 100 |
| Midterm Examinations (including preparation) | 0 | 0 |
| 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 | 2 | 100 |
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Will have effective written and oral communication skills in Turkish | X | ||||
| 2 | Will have a thorough knowledge of at least two foreign languages | X | ||||
| 3 | Will be informed about art and culture, human rights, social, professional and ethical values, law and legislation, quality standards, and will be aware of their responsibility on these subjects | X | ||||
| 4 | Will have sufficient knowledge about social sciences, professions and sectors in communication and media, innovative and entrepreneurial practices | X | ||||
| 5 | Will have the ability to use, in an effective and creative way, the techniques and tools and information technologies necessary for interactive and conventional media, in the context of health and safety in the workplace | X | ||||
| 6 | Will have the ability to develop documentary and fictional content related to their field for interactive and conventional media; also the ability to produce and manage this content in group | X | ||||
| 7 | Will have the theoretical knowledge and ability to carry out and share scientific work on communication environments and processes of interactive and conventional media and on the individual and social outcomes of the latter | X | ||||
| 8 | Will have the knowledge of analysis and modelling techniques to analyse interactive and conventional media and the communication environments and processes | X | ||||
| 9 | Will have the ability to question and critically analyse developments and problems concerning interactive and conventional media and the communication environments and processes, will be aware of the public interest, social responsibility and the environment, will be sensitive to contemporary world’s and Turkey's current problems; will develop a libertarian, democratic, constructive and problem-solving approach | X | ||||
| 10 | They are familiar with the historical development processes of electronic, digital media and film; and the current developments in these fields | X | ||||
| 11 | They learn sociological, cultural and aesthetic approaches in electronic, digital media and film | X | ||||
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Class Hours | 14 | 4 | 56 |
| Working Hours out of Class | 14 | 4 | 56 |
| Presentation | 1 | 20 | 20 |
| Total Workload | 132 | ||
| Total Workload / 25 | 5,28 | ||
| Credits ECTS | 5 | ||