Information Package / Course Catalogue
| 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 |
The primary aim of the course is to examine the concept of creativity in advertising and to teach students how to generate creative ideas, apply fundamental strategies of creativity, select appropriate advertising media, and develop an advertising campaign. To this end, the course aims to enable students to generate innovative ideas specific to the fields of communication and advertising and to acquire the skills necessary to implement their creative ideas.
The advertising campaign planning process; situation, competitor and SWOT analyses; target audience and insights; creative concepts; the creative process and creative advertising strategies; advertising executions across print, audiovisual, and digital media; media planning; evaluation and campaign effectiveness measurement.
| 1. | Explains the main stages of the advertising campaign planning process. |
| 2. | Applies product, competitor, target audience, and SWOT analyses in the advertising campaign development process. |
| 3. | Determines advertising objectives, message strategies, and fundamental creative strategies in line with campaign goals. |
| 4. | Evaluates advertising copy, slogan, headline, logo, and visual components in relation to the creative idea and ad design. |
| 5. | Analyzes media planning, budgeting, campaign execution, and advertising effectiveness measurement processes. |
| 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. |
| Type of Assessment | Count | Percent |
|---|---|---|
| Attending Lectures | 1 | %10 |
| Quiz | 1 | %10 |
| Midterm Examination | 1 | %20 |
| Final Examination | 1 | %60 |
| Activities | Count | Preparation | Time | Total Work Load (hours) |
|---|---|---|---|---|
| Lecture - Theory | 14 | 1 | 2 | 42 |
| Lecture - Practice | 3 | 1 | 3 | 12 |
| Assignment | 5 | 1 | 0 | 5 |
| Individual Work | 1 | 0 | 1 | 1 |
| Quiz | 10 | 1 | 1 | 20 |
| Midterm Examination | 1 | 16 | 1 | 17 |
| Final Examination | 1 | 27 | 1 | 28 |
| TOTAL WORKLOAD (hours) | 125 | |||
PÇ-1 | PÇ-2 | PÇ-3 | PÇ-4 | PÇ-5 | PÇ-6 | PÇ-7 | PÇ-8 | PÇ-9 | PÇ-10 | PÇ-11 | PÇ-12 | PÇ-13 | PÇ-14 | PÇ-15 | PÇ-16 | PÇ-17 | PÇ-18 | PÇ-19 | PÇ-20 | PÇ-21 | PÇ-22 | PÇ-23 | PÇ-24 | PÇ-25 | |
OÇ-1 | 2 | 4 | 3 | 2 | 3 | 3 | 4 | 2 | 3 | 5 | |||||||||||||||
OÇ-2 | 2 | 4 | 4 | 2 | 2 | 4 | 3 | 4 | 3 | 5 | 4 | ||||||||||||||
OÇ-3 | 5 | 4 | 2 | 2 | 2 | 3 | 5 | 5 | 3 | 2 | 3 | 3 | 5 | ||||||||||||
OÇ-4 | 3 | 3 | 4 | 2 | 3 | 5 | 3 | 4 | 3 | 5 | 3 | 3 | 3 | ||||||||||||
OÇ-5 | 3 | 4 | 4 | 4 | 2 | 4 | 2 | 4 | 4 | 3 | 3 | 3 | 5 | 4 | 2 | ||||||||||