Information Package / Course Catalogue
Campaign Design in Public Relations and Advertising I
Course Code: HİR475
Course Type: Required
Couse Group: First Cycle (Bachelor's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 5
Prt.: 1
Credit: 6
Lab: 0
ECTS: 8
Objectives of the Course

The aim of this course is to provide students with theoretical knowledge and practical skills related to the campaign design process in public relations and advertising. Within the scope of the course, students are expected to develop competencies in situation analysis, target audience analysis, identifying communication problems, setting campaign aims and objectives, strategy development, creative idea generation, message design, and selecting appropriate communication channels. The course contributes to the development of students as ethical, creative, strategically oriented, and project-based communication professionals in the fields of public relations and advertising.

Course Content

This course covers the basic concepts of public relations and advertising campaigns, the stages of the campaign design process, and the integrated communication approach. Within the scope of the course, students gain knowledge and skills in situation analysis, target audience analysis, identifying communication problems, setting campaign aims and objectives, strategy development, creative idea generation, message design, and selecting appropriate media/channels. Through sample campaign analyses and practical activities, the course aims to enable students to transform theoretical knowledge into project-based work.

Name of Lecturer(s)
Learning Outcomes
1.Explains the basic concepts of public relations and advertising campaigns and the stages of the campaign design process.
2.Conducts situation analysis and target audience analysis for an institution, brand or social issue.
3.Determines the campaign aim, objectives and strategic direction in line with the communication problem.
4.Develops creative ideas, key messages and appropriate communication channels for public relations and advertising campaigns.
5.Presents proposals related to the campaign design process in written, visual and oral forms
Recommended or Required Reading
1.İcil Tuncer, A. (2023). Halkla İlişkiler Kampanyaları: Uygulama Adımları ve Örnekler. Ankara: Nobel Akademik Yayıncılık.
2.Okay, A., & Okay, A. (2018). Halkla İlişkiler: Kavram, Strateji ve Uygulamaları. İstanbul: Der Yayınları.
3.Smith, R. D. (2020). Strategic Planning for Public Relations. Routledge.
4.Percy, L., & Rosenbaum-Elliott, R. (2021). Strategic Advertising Management. Oxford University Press.
5.Belch, G. E., & Belch, M. A. (2021). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill.
Weekly Detailed Course Contents
Week 1 - Theoretical
Introduction to the course; basic concepts of public relations and advertising campaigns; introduction to the campaign design process.
Week 2 - Theoretical
Types of campaigns; comparison of public relations, advertising, social responsibility and integrated communication campaigns.
Week 3 - Theoretical & Practice
The role of research in campaign design; data collection, desk research and evaluation of the current situation.
Week 4 - Theoretical & Practice
Situation analysis, SWOT analysis and identification of the communication problem; case study analyses.
Week 5 - Theoretical & Practice
Target audience analysis; the role of demographic, psychographic and behavioral characteristics in campaign design.
Week 6 - Theoretical & Practice
Determining campaign aim, objectives and strategic direction; writing measurable objectives.
Week 7 - Theoretical & Practice
Developing campaign strategy; positioning, key promise, main message and tone of communication.
Week 8 - Theoretical & Practice
Preparing a campaign brief; organizing brand/institutional information, communication problem, target audience, objectives, strategy and creative expectations in brief format.
Week 9 - Theoretical & Practice
Creative idea development; preparing a creative brief, big idea, slogan and campaign theme.
Week 10 - Theoretical & Practice
Message design and content planning; linking written, visual and digital content with campaign objectives.
Week 11 - Theoretical & Practice
Media and channel selection; traditional media, digital media, social media and event-based communication channels.
Week 12 - Theoretical & Practice
Campaign implementation plan; timeline, task distribution, basic budget approach and implementation schedule.
Week 13 - Theoretical & Practice
Campaign evaluation criteria; reach, engagement, awareness, attitude change and output/outcome indicators.
Week 14 - Theoretical & Practice
Presentation of student campaign drafts; general evaluation, feedback and preparation for Campaign Design II
Assessment Methods and Criteria
Type of AssessmentCountPercent
Attending Lectures1%10
Report1%10
Midterm Examination1%20
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory141584
Lecture - Practice141128
Assignment1151429
Land Work62648
Midterm Examination1538
Final Examination1628
TOTAL WORKLOAD (hours)205
Contribution of Learning Outcomes to Programme Outcomes
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
4
3
3
3
4
OÇ-2
5
4
4
4
4
4
OÇ-3
4
5
4
5
4
5
OÇ-4
5
4
5
5
4
5
OÇ-5
4
4
5
4
4
3
Adnan Menderes University - Information Package / Course Catalogue
2026