Digital Advertising Production(COM430)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| COM430 | Digital Advertising Production | 8 | 3 | 0 | 0 | 3 | 3 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | Turkish |
| Course Type | Elective |
| Course Level | Bachelor Degree |
| Course Instructor(s) | Nesrin TAN AKBULUT nakbulut@gsu.edu.tr (Email) |
| Assistant | |
| Objective |
Teach the advertising production in all its aspects Requires of effective production advertising. To train skilled people in the field of production of advertising by giving them ideas on how to write a text ad, the stages of script and production |
| Content | Conditions for effective advertising production, writing of advertising text, scenario stage and basic information about realization of production |
| Course Learning Outcomes |
At the end of this course, 1. Students acquired knowledge on the concepts of television advertising, its nature, changes and developments. 2. Based on knowledge gained on the production of advertising, writing a text, the steps in a script and production, students will experience the problems encountered during production making applications connaitront the world advertising as a profession. They have acquired knowledge and on the implementation and developments in this area . 3. Students will gain theoretical knowledge from a capacity of visual analysis of advertising images. |
| Teaching and Learning Methods | Lectures, presentations |
| References |
Televizyon Reklam Filmi Yapımı, Nesrin Tan Akbulut &Elif Eda Balkaş, Beta Yayınları, 2007 Adım Adım Reklam Üretimi, Nesrin Tan Akbulut &Elif Eda Balkaş, Beta Yayınları, 2006 Reklamcılık ve Satış Yönetimi, Haluk Gürgen, Eli Acıman, Faruk Atasoy, Nükhet Vardar, Anadolu Üniversitesi Yayınları, 1990 Şimdi Reklamlar, Müge Elden v.d. İletişim yay.2005 Book C, Albert-Schick,v.d. Reklamcılıkta etin ve Taslağın İlkeleri Çev.Dilek Şendil,Yayınevi yay,1998 Avery Jım,Advertising Campain Planning, Chicago,2000 Lecture notes will be given as copies. |
Theory Topics
| Week | Weekly Contents |
|---|---|
| 1 | Introduction, announces the syllabus, methods to monitor and announcement of the bibliography. |
| 2 | a) "What is advertising? Its functions, its different forms " b) Historical evolution of advertising in the world and in Turkey. |
| 3 | Professional organizations in the advertising sector Approaches to advertising productions. The various forms of advertising, a few examples, analysis. Organization and management of an advertising-The various departments in an existing agency and their responsibilities. |
| 4 | The steps in making an advertisement, media planning. Developing an advertising strategy, budget, media decisions, advertising circles. |
| 5 | Enhancement-triangle relations in the client-agency-production company. The brief. |
| 6 | Concept of social advertising, analysis of social advertising campaigns. Proposal for a social advertising. |
| 7 | Evaluation of proposals. Importance of the jingle and the sound in audio-visual advertisements. |
| 8 | Partial examination |
| 9 | Importance of the script and a storyboard in advertisements. Preparing a presentation file for the client-preparation of the advertising -demand texts and storyboards. |
| 10 | Explanatory text and storyboards. Review of submission package for the client based criticism. Training of crew and definition of roles. |
| 11 | Preparations for filming. |
| 12 | Shooting |
| 13 | Installation |
| 14 | Evaluation Project |
Practice Topics
| Week | Weekly Contents |
|---|
Contribution to Overall Grade
| Number | Contribution | |
|---|---|---|
| Toplam | 0 | 0 |
In-Term Studies
| Number | Contribution | |
|---|---|---|
| Assignments | 0 | 0 |
| Presentation | 0 | 0 |
| Midterm Examinations (including preparation) | 1 | 50 |
| 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 | 50 |
| 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 | ||||
| 12 | They learn the political economy of cultural industries, labour and production relations, analysis of marketing and consumption patterns. | X | ||||
| 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 | X | ||||
| 14 | They gain experience in conducting creative activities in electronic, digital media and film; in producing and working in groups | X | ||||
| 15 | They acquire theoretical information in the fields of public relations, advertising, integrated marketing communication and organizational communication | |||||
| 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 | |||||
| 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 | |||||
| 18 | They use public relations and advertising strategies and tactics appropriate to the specificities of conventional and new media | |||||
| 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 | |||||
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Class Hours | 14 | 3 | 42 |
| Working Hours out of Class | 5 | 1 | 5 |
| Midterm Examinations (including preparation) | 1 | 10 | 10 |
| Final Examinations (including preparation) | 1 | 20 | 20 |
| Total Workload | 77 | ||
| Total Workload / 25 | 3,08 | ||
| Credits ECTS | 3 | ||