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| SEC 419 | Advertising Strategies | 3+0+0 | ECTS:3 | | Year / Semester | Fall Semester | | Level of Course | First Cycle | | Status | Elective | | Department | | | Prerequisites and co-requisites | None | | Mode of Delivery | Face to face, Practical | | Contact Hours | 14 weeks - 3 hours of lectures per week | | Lecturer | -- | | Co-Lecturer | None | | Language of instruction | Turkish | | Professional practise ( internship ) | None | | | | The aim of the course: | | Students will understand how ads will be creative and will gain the required qualities to produce creative ads. |
| Learning Outcomes | CTPO | TOA | | Upon successful completion of the course, the students will be able to : | | | | LO - 1 : | Describe the process of creative strategy. | 1,3,4,6,7,8,9,10,11,12,13,14,15,16,18,19 | 1 | | LO - 2 : | Define market analysis. | 1,3,4,6,7,9,10,11,12,13,14,15,17,18,19 | 1 | | LO - 3 : | define competitive analysis. | 1,3,4,6,7,9,10,11,12,13,14,15,16,18,19 | 1 | | LO - 4 : | Define the target audience analysis. | 1,3,4,6,7,9,10,11,12,13,14,15,16,18,19 | 1 | | LO - 5 : | Define communication problem and the concept of communication goals. | 1,3,4,6,7,9,10,11,12,13,14,15,16,18,19 | 1 | | LO - 6 : | Develop effective creative strategy. | 1,3,4,6,7,9,10,11,12,13,14,15,16,18,19 | 1 | | LO - 7 : | Creative ideas into creative strategy . | 1,3,4,6,7,9,10,11,12,13,14,15,16,18,19 | 1 | | CTPO : Contribution to programme outcomes, TOA :Type of assessment (1: written exam, 2: Oral exam, 3: Homework assignment, 4: Laboratory exercise/exam, 5: Seminar / presentation, 6: Term paper), LO : Learning Outcome | | |
| Creative strategy, market analysis, competitive analysis, target audience analysis, communication problems and communication objectives Advertiser brief, creative brief, message strategy, |
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| Course Syllabus | | Week | Subject | Related Notes / Files | | Week 1 | Advertising As Persuasive Communication Format | | | Week 2 | Marketing Communications, Communication Impact, Communication Goals | | | Week 3 | How does it work Advertising? Learning, Perception, Attention | | | Week 4 | Advertising Creative Strategy Development-Analysis Elements | | | Week 5 | Brand Positioning | | | Week 6 | Market and Competitive Analysis | | | Week 7 | Consumer Audience Analysis | | | Week 8 | Creative Strategic Planning Models FCB- R&P | | | Week 9 | Mid-term exam | | | Week 10 | Message Strategies-What will we say? Promise-Appeal | | | Week 11 | Message Strategies - How we will say | | | Week 12 | Brand Positioning Strategy Typology of some sort connected Posts | | | Week 13 | Creative Production Applications | | | Week 14 | Creative Production Applications | | | Week 15 | Examples from ads | | | Week 16 | End-of-term exam | | | |
| 1 | Moriarty, Sandra. 1991; Creative Advertising. İkinci Basım. New Jersey | | | 2 | Uztuğ, Ferruh. 2002; Markan kadar Konuş, Media Cat yayınları, İstanbul | | | |
| 1 | Gürgen, Haluk. 1990; Reklamcılık ve Metin Yazarlığı, A.Ü. AçıkÖğterim Fak., Eskişehir | | | |
| Method of Assessment | | Type of assessment | Week No | Date | Duration (hours) | Weight (%) | | Mid-term exam | 9 | | 2 | 50 | | End-of-term exam | 16 | | 2 | 50 | | |
| Student Work Load and its Distribution | | Type of work | Duration (hours pw) | No of weeks / Number of activity | Hours in total per term | | Yüz yüze eğitim | 3 | 14 | 42 | | Sınıf dışı çalışma | 1 | 14 | 14 | | Arasınav için hazırlık | 10 | 1 | 10 | | Arasınav | 1 | 1 | 1 | | Ödev | 1 | 5 | 5 | | Kısa sınav | 1 | 1 | 1 | | Dönem sonu sınavı için hazırlık | 20 | 1 | 20 | | Dönem sonu sınavı | 1 | 1 | 1 | | Total work load | | | 94 |
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