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Description of Individual Course Units| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | 190500204103 | INTRODUCTION TO ADVERTISING | Compulsory | 2 | 4 | 5 |
| | Level of Course Unit | | First Cycle | | Objectives of the Course | | The aim of this course is to introduce students to the concepts related to the advertising process, to explain the basic information about the advertising profession and the institutions, associations and professional organizations related to the profession, and to show how an advertising campaign is planned and carried out at an introductory level. | | Name of Lecturer(s) | | Dr.Öğr.Üyesi Sinan AKSEKİ | | Learning Outcomes | | 1 | 1) Comprehends the relationship between advertising and marketing communication. | | 2 | 1) Comprehends the relationship between advertising and marketing communication. | | 3 | 2) Gain knowledge of the characteristics and basic strategies of the advertising profession. | | 4 | 2) Gain knowledge of the characteristics and basic strategies of the advertising profession. | | 5 | 3) Have information about the standards and ethical codes of national and international professional organizations in the field of advertising. | | 6 | 3) Have information about the standards and ethical codes of national and international professional organizations in the field of advertising. | | 7 | 4) Comprehends the importance of the research process in advertising. | | 8 | 4) Comprehends the importance of the research process in advertising. | | 9 | 5) Gain knowledge of the planning and implementation processes of an advertising campaign. | | 10 | 5) Gain knowledge of the planning and implementation processes of an advertising campaign. |
| | Mode of Delivery | | Daytime Class | | Prerequisites and co-requisities | | NOT FOUND | | Recommended Optional Programme Components | | APPLICATION | | Course Contents | | Definition of advertisement, comparison with other promotional methods, definition of professionals participating in the advertising process, types of advertisements, its place in marketing and marketing communication, research, planning, application and evaluation stages of advertisement, segmentation and target audience selection, media selection and planning, message strategies, positioning , budgeting. | | Weekly Detailed Course Contents | |
| 1 | Introduction: An overview of advertising, creative agency, media planning agency, agency departments, job descriptions of professionals and advertising types | | | | 2 | The place of advertisement in marketing and marketing communication, associations and professional organizations operating in the field of advertising (ICC-International Chamber of Commerce, Advertisement Board, Press Advertisement Agency, Advertising Foundation, Advertisers Association, Advertisers Association, Advertising Self-Regulatory Institution's mission and objectives and working principles and principles, RTÜK-Radyo TV Supreme Council, IAB-Interactive Advertising Bureau, Outdoor Advertisers Association, TİAK-Television Monitoring Research Institution, Digital media measurement institutions) | | | | 3 | Advertising research, market research, SWOT analysis | | | | 4 | Planning process in advertising | | | | 5 | Segmentation in advertising, target audience selection, media selection and planning, communication strategies, budgeting: An overview | | | | 6 | case study | | | | 7 | MIDTERM EXAM | | | | 8 | Advertising communication models | | | | 9 | Advertising media | | | | 10 | Types of marketing communications (Direct marketing, sponsorship, event marketing, sales promotion, public relations; definition and differences). | | | | 11 | Implementation of campaign plan, review of campaign examples I, Term Paper consultations | | | | 12 | Implementation of campaign plan, review of campaign examples II, Term Paper Consultations | | | | 13 | Advertising campaign examples, Term Paper Consultations | | | | 14 | Advertising campaign examples, opinions on Term Paper
Final discussion, comments, questions about the course.
Final Exam and Submission of Term Papers | | |
| | Recommended or Required Reading | | ANADOLU UNIVERSITY INTRODUCTION TO ADVERTISING TEXTBOOK | | Planned Learning Activities and Teaching Methods | | | Assessment Methods and Criteria | |
| Midterm Examination | 1 | 100 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 40 | | End Of Term (or Year) Learning Activities | 60 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | NO |
| | Workload Calculation | |
| Midterm Examination | 4 | 30 | 120 | | Final Examination | 1 | 40 | 40 | |
| Contribution of Learning Outcomes to Programme Outcomes | | LO1 | 4 | 4 | 5 | 4 | 5 | 5 | 5 | 5 | 4 | 4 | 4 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 4 | 4 | 4 | | LO2 | 4 | 5 | 5 | 4 | 4 | 4 | 4 | 5 | 4 | 5 | 4 | 5 | 4 | 5 | 5 | 5 | 4 | 4 | 4 | 4 | 5 | 5 | 5 | 5 | 5 | | LO3 | 5 | 4 | 4 | 4 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 4 | 4 | 5 | 4 | 4 | 5 | 5 | 5 | 5 | 5 | 4 | 5 | | LO4 | 4 | 5 | 4 | 3 | 4 | 4 | 5 | 5 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 5 | 5 | 5 | 5 | 4 | 4 | 4 | 4 | | LO5 | 4 | 5 | 5 | 4 | 4 | 5 | 5 | 4 | 5 | 5 | 5 | 4 | 4 | 5 | 4 | 4 | 4 | 4 | 4 | 5 | 5 | 4 | 5 | 3 | 4 | | LO6 | | | | | | | | | | | | | | | | | | | | | | | | | | | LO7 | | | | | | | | | | | | | | | | | | | | | | | | | | | LO8 | | | | | | | | | | | | | | | | | | | | | | | | | | | LO9 | | | | | | | | | | | | | | | | | | | | | | | | | | | LO10 | | | | | | | | | | | | | | | | | | | | | | | | | |
| | * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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Iğdır University, Iğdır / TURKEY • Tel (pbx): +90 476
226 13 14 • e-mail: info@igdir.edu.tr
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