Information Package / Course Catalogue
Advertisement Creativity
Course Code: HİR206
Course Type: Required
Couse Group: First Cycle (Bachelor's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 2
Prt.: 2
Credit: 3
Lab: 0
ECTS: 5
Objectives of the Course

The aim of this course is to explore how the creative idea is found by examining the concept of creativity, to explain the basic creative strategies and to help students taking the first step towards practising creative advertising visuals.

Course Content

Planning advertising campaign process, target audience, creativity, creative idea, creative strategies, preparing advertising executions for different advertising media

Name of Lecturer(s)
Assoc. Prof. Seçil UTMA
Learning Outcomes
1.Describes the concept of creativity.
2.Comprehends the arise of creative idea
3.Decomposes the components of advertising.
4.Creates advertising visuals for different advertising media.
5.Evaluates advertising images prepared for different media.
Recommended or Required Reading
1.Elden, Müge. “Reklam ve Reklamcılık”, İstanbul: Say Yayınları, 2015.
2.Batı, Uğur. “Reklamın Dili”, İstanbul: Alfa Yayınları, 2013.
3.Yılmaz, R. Ayhan. “Yüzyılı Dönüştüren Yaratıcılar”, Konya: Literatürk Yayınları, 2014.
4.Arens, William F. “Contemporary Advertising”, McGraw-Hill, 2010.
5.Moriarty, Sandra. “Creativity in Advertising”, Prentice Hall, 1990.
Weekly Detailed Course Contents
Week 1 - Theoretical
Planning process of an advertising campaign - Situation analysis, competitive analysis, SWOT analysis
Week 2 - Theoretical
Planning process of an advertising campaign - Message strategy
Week 3 - Theoretical
Planning process of an advertising campaign - Media planning, budget, execution and evaluation
Week 4 - Theoretical
Target audience in advertising
Week 5 - Theoretical
Target audience in advertising
Week 6 - Theoretical
Creativity and finding a creative idea
Week 7 - Theoretical
Creative process and creative strategies
Week 8 - Theoretical
Midterm exam
Week 9 - Theoretical
The components of an advertisement (body text, slogan, headline)
Week 10 - Theoretical
The components of an advertisement (logo, visual, layout design)
Week 11 - Theoretical
Advertising appeals
Week 12 - Theoretical
Advertising for press
Week 13 - Theoretical
Advertising for audio visual media
Week 14 - Theoretical
Advertising for digital media
Week 15 - Theoretical
Final exam
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%30
Final Examination1%70
Attending Lectures1%10
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory141242
Lecture - Practice141128
Assignment5105
Quiz101120
Midterm Examination110212
Final Examination115217
TOTAL WORKLOAD (hours)124
Contribution of Learning Outcomes to Programme Outcomes
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OÇ-1
2
3
2
1
2
1
2
4
1
2
2
1
1
1
1
2
1
1
2
2
2
2
1
1
2
OÇ-2
2
3
3
3
2
1
3
5
1
2
2
2
2
2
2
2
1
1
1
2
2
2
2
1
2
OÇ-3
2
2
3
2
2
1
3
3
2
1
2
1
1
2
1
2
1
2
2
2
2
2
3
1
2
OÇ-4
1
2
3
5
2
1
2
4
2
2
1
1
2
4
1
2
1
4
2
2
2
2
3
2
2
OÇ-5
2
3
3
3
2
1
4
4
2
2
4
2
2
3
2
3
1
3
2
3
3
4
2
3
3
Adnan Menderes University - Information Package / Course Catalogue
2026