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Home / Programmes / Non Thesis Master Program in Marketing Communication Managament / CO-E 541
COURSE INFORMATION PACKAGE · CO-E 541

Advertising and Campaign Analyses

Compulsory · Turkish
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ECTS
6
Local Credit
3
Theory + Practice + Lab
3 + 0 + 0
Course Level
Masters Degree
Prerequisites
-
Semester
2
On this page
Content
Course Instructor(s)
Halime YÜCEL BOURSE
hbyucel@gsu.edu.tr

Content

Objective

The objective of this course is to give to students the main elements about advertising processes such as advertising concept, advertising development, advertising current situation and advertising mechanisms of persuasion and to offer various tools for advertising campaigns analysis. The course will offer case studies.

Course Content

Advertising definition, advertising institutions, advertising process functioning
Principles of an effective advertising campaign.
Various methods to analyze advertising campaigns.
Case studies

Course Learning Outcomes

Students will acquire necessary tools to analyze advertising campaigns.

Teaching and Learning Methods

presentations
discussions
students presentations

References

Paul Rutherford,. Yeni İkonalar, Tr Mustafa K. Gerçeker, İstanbul, Yapı Kredi 1996.
Judith Williamson. Reklamların Dili: Reklamlarda Anlam ve İdeoloji, tr: Ahmet Fethi, Ankara, Ütopya, 2001.
John Tomlinson. Kültürel Emperyalizm, tr. Emrehan Zeybekoğlu, İstanbul, Ayrıntı 1999.
Varda Langholz Leymore, Hidden Myth: Structure&Symbolizm in Advertising, New York, Basic Books Inc., 1975.
Nicolas Riou, Pub Fiction: Société Postmoderne et Nouvelles Tendances Publicitaires, Paris, Editions d’Organisation, 1999.