Analysis of Advertising Campaign (RPP362) | GSÜ

Content

Objective

The objective of this course is to offer various tools for advertising campaigns analysis. The course will offer case studies.

Course Content

Various methods to analyze advertising campaigns
Case studies

Course Learning Outcomes

1. Students will acquire necessary tools to analyze advertising campaigns.

2. Students will have the opportunity to deepen their knowledge about advertising strategies.

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

Weekly Contents

Theory Topics
Week	Weekly Contents
1	Principles of an effective advertising campaign
2	Various methods to analyze advertising campaigns (1)
3	Various methods to analyze advertising campaigns (2)
4	How to analyze advertising campaigns target?
5	Visual persuasion in advertising campaigns
6	Humor in advertising campaigns
7	Main themes in contemporary advertising campaigns
8	Effie Case studies (1)
9	Effie Case studies (2)
10	Effie Case studies (3)
11	Effie Case studies (4)
12	International advertising campaigns analysis (1)
13	International advertising campaigns analysis (2)
14	International advertising campaigns analysis (3)

Assessment System

In-Term Studies
Activities	Number	Contribution
Assignments	0	0
Presentation	0	0
Midterm Examinations (including preparation)	1	40
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	1	60
Other	0	0
Total	2	100

Relation of Proficiency

No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	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
11	They learn sociological, cultural and aesthetic approaches in electronic, digital media and film
12	They learn the political economy of cultural industries, labour and production relations, analysis of marketing and consumption patterns.
13	They learn at a first level how to use the equipment necessary for the production of audio-visual content for TV, radio and digital media and of films in different genres
14	They gain experience in conducting creative activities in electronic, digital media and film; in producing and working in groups
15	They acquire theoretical information in the fields of public relations, advertising, integrated marketing communication and organizational communication					X
16	They are familiar with the research, planning, implementation and evaluation processes in public relations and advertising; they can create campaigns, present them effectively and write reports					X
17	They have knowledge of organisational communication, crisis and risk communication, reputation management, media relations, media planning, digital media management, brand management and interpersonal communication. They are able to carry out activities in these areas			X
18	They use public relations and advertising strategies and tactics appropriate to the specificities of conventional and new media			X
19	They are aware of legal regulations, ethical codes in public relations and advertising, and they remain faithful to them
20	They are familiar with the different theoretical approaches regarding the social place, role and functions of journalism as a social institution and phenomenon; they are familiar with the process of producing information for conventional and digital media
21	They are familiar with the structural and technical specificities, management characteristics of conventional/mainstream media, as well as alternative media structures
22	They are familiar with the new conceptual and theoretical discussions emerging from interactive/digital media in terms of social sciences and humanities
23	They are familiar with the historical development of journalism in Turkey and in the world; they can analyse it in the context of social and political history
24	They have the ability to effectively use information technology, printing and publishing techniques; to write a press article using data collected on the web and on social media, to visualize this data and to publish it

ECTS

Activities	Number	Period	Total Workload
Class Hours	14	2	28
Working Hours out of Class	14	1	14
Midterm Examinations (including preparation)	1	15	15
Final Examinations (including preparation)	1	25	25
Total Workload			82
Total Workload / 25			3.28
Credits ECTS			3