COURSE INTRODUCTION AND APPLICATION INFORMATION


Course Name
Principles of Advertising
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
PRA 204
Spring
3
0
3
5
Prerequisites
None
Course Language
English
Course Type
Required
Course Level
First Cycle
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives This course aims to introduce students with the basic concepts and researches in the field of advertising and transfer information about general issues like target market, advertising campaign process, advertising media, strategic advertising research and planning, copywriting, creativity, design and production. It also explains advertising’s role in marketing and communication process.
Learning Outcomes The students who succeeded in this course;
  • will be able to explain basic concepts on advertising
  • Distinguish the relations between, consumers, target markets, and target audiences in advertising.
  • will be able to distinguish the relations between, consumers, target markets, and target audiences in advertising.
  • will be able to practice developing the big idea
  • will be able to apply the big idea to the campaign process
Course Content After explaining basic concepts of advertising, a campaign brief is given to students and they prepare an advertising campaign according to this brief. They present their advertising campaigns at the end of the semester and get critics about the campaign process. Also weekly assignments in which students are expected to work on strategic planning and research, design ads according to different message strategies are given during the semester. They also associate subjects like the role of advertising in the communication process, analyses of target audience with short applications in the lectures.

ACADEMIC CAUTION

Academic honesty: Plagiarism, copying, cheating, purchasing essays/projects, presenting some one else’s work as your own and all sorts of literary theft is considered academic dishonesty. Under the rubric of İzmir University of Economics Faculty of Communication, all forms of academic dishonesty are considered as crime and end in disciplinary interrogation. According to YÖK’s Student Discipline Regulation, the consequence of cheating or attempting to cheat is 6 to 12 months expulsion. Having been done intentionally or accidentally does not change the punitive consequences of academic dishonesty. Academic honesty is each student’s own responsibility.
Plagiarism is the most common form of academic dishonesty. According to the MerriamWebster Online Dictionary, to plagiarize means to steal and pass off (the ideas or words of another) as one's own. The easiest and most effective way to prevent plagiarism is to give reference when using someone else’s ideas, and to use quotation marks when using someone else’s exact words.

A detailed informative guideline regarding plagiarism can be found at
http://iletisim.ieu.edu.tr/ai.

 



Course Category

Core Courses
Major Area Courses
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction of the course and course schedule/Welcome to the World of Advertising Sandra Moriarty, Nancy Mitchell, William D. Wells (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall, pp.50-76 W. Ronald Lane, Karen Whitehill King, Tom Reichert (2011), Kleppner’s Advertising Procedure, 18th Ed., Pearson Prentice Hall, pp.5-74
2 Welcome to the World of Advertising/Advertising’s Role in Marketing Sandra Moriarty, Nancy Mitchell, William D. Wells (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall, pp.50-76 W. Ronald Lane, Karen Whitehill King, Tom Reichert (2011), Kleppner’s Advertising Procedure, 18th Ed., Pearson Prentice Hall, pp.5-74 / Sandra Moriarty, Nancy Mitchell, William D. Wells (2009), Advertising Principles and Practice, 8th Ed., Pearson International
3 Advertising’s Role in Marketing/Advertising and Society, Advertising in Communication Process Sandra Moriarty, Nancy Mitchell, William D. Wells (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall, pp.78-109 Kenneth E. Clow, Donald Baack (2010), Integrated Advertising, Promotion and Marketing Communications, 4th Ed. Pearson Global Edition, Prentice Hall, pp.142-155 W. Ronald Lane, Karen Whitehill King, Tom Reichert (2011), Kleppner’s Advertising Procedure, 18th Ed., Pearson Prentice Hall, pp.92-100, 149-177, 204-207 / Sandra Moriarty, Nancy Mitchell, William D. Wells (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall, pp.110-143 Kenneth E. Clow, Donald Baack (2010), Integrated Advertising, Promotion and Marketing Communications, 4th Ed. Pearson Global Edition, Prentice Hall, pp.173-176
4 Advertising and Society, Advertising in Communication Process/The Consumer Audience Sandra Moriarty, Nancy Mitchell, William D. Wells (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall, pp.110-143 Kenneth E. Clow, Donald Baack (2010), Integrated Advertising, Promotion and Marketing Communications, 4th Ed. Pearson Global Edition, Prentice Hall, pp.173-176 / Sandra Moriarty, Nancy Mitchell, William D. Wells (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall, pp.174-207
5 The Consumer Audience/Strategic Research and Planning, Advertising Models and Theories Sandra Moriarty, Nancy Mitchell, William D. Wells (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall, pp.174-207 / Sandra Moriarty, Nancy Mitchell, William D. Wells (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall, pp 208-266 W. Ronald Lane, Karen Whitehill King, Tom Reichert (2011), Kleppner’s Advertising Procedure, 18th Ed., Pearson Prentice Hall, pp.727-775
6 Advertising Strategy/Midterm Guest Speaker
7 Campaign Management, Creative Brief, Brief for Final Project Kenneth E. Clow, Donald Baack (2010), Integrated Advertising, Promotion and Marketing Communications, 4th Ed. Pearson Global Edition, Prentice Hall, pp.155-162, 80-104 W. Ronald Lane, Karen Whitehill King, Tom Reichert (2011), Kleppner’s Advertising Procedure, 18th Ed., Pearson Prentice Hall, pp. 655-668
8 Advertising Media/Media Planning and Buying Sandra Moriarty, Nancy Mitchell, William D. Wells (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall, pp.270-357 Kenneth E. Clow, Donald Baack (2010), Integrated Advertising, Promotion and Marketing Communications, 4th Ed. Pearson Global Edition, Prentice Hall, pp. 266-312, 392-394 W. Ronald Lane, Karen Whitehill King, Tom Reichert (2011), Kleppner’s Advertising Procedure, 18th Ed., Pearson Prentice Hall, pp. 383-398 / Sandra Moriarty, Nancy Mitchell, William D. Wells (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall, pp.358-430 Kenneth E. Clow, Donald Baack (2010), Integrated Advertising, Promotion and Marketing Communications, 4th Ed. Pearson Global Edition, Prentice Hall, pp. 177-222 W. Ronald Lane, Karen Whitehill King, Tom Reichert (2011), Kleppner’s Advertising Procedure, 18th Ed., Pearson Prentice Hall, pp. 213-232, 483-540, 569-575
9 Creativity in Advertising Guest Speaker
10 Copywriting Guest Speaker
11 Design and Production Advertising Photography/Evaluation of Effectiveness in Advertising Sandra Moriarty, Nancy Mitchell, William D. Wells (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall, pp.462-493 Guest Speaker / Sandra Moriarty, Nancy Mitchell, William D. Wells (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall, pp. 594-602 Kenneth E. Clow, Donald Baack (2010), Integrated Advertising, Promotion and Marketing Communications, 4th Ed. Pearson Global Edition, Prentice Hall, pp. 434-452 W. Ronald Lane, Karen Whitehill King, Tom Reichert (2011), Kleppner’s Advertising Procedure, 18th Ed., Pearson Prentice Hall, pp. 683-710
12 Project Presentation
13 Project Presentation
14 Project Presentation
15 Review of the semester
16 Review of the Semester  
Course Textbooks Sandra Moriarty, Nancy Mitchell, William D. Wells (2009), Advertising Principles and Practice, 8th Ed., Pearson International Edition, Prentice Hall Kenneth E. Clow, Donald Baack (2010), Integrated Advertising, Promotion and Marketing Communications, 4th Ed. Pearson Global Edition, Prentice Hall W. Ronald Lane, Karen Whitehill King, Tom Reichert (2011), Kleppner’s Advertising Procedure, 18th Ed., Pearson Prentice Hall
References Belch, George E & Michael A Belch, Advertising and Promotion: An Integrated Marketing Communications Perspective, McGrawHill DeLozier, Wayne, Marketing Communications Process, McGrawHill, 1976 Hopkins, Claude C., My Life in Advertising & Scientific Advertising, McGrawHill, 1966 Lasker, Albert, The Lasker Story – as he told it, Chicago, NTC, 1987 Ogilvy, David, Ogilvy on Advertising, UK, Pan Books Ltd, 1983 Salmon, John & John Ritchie, CDP : Inside Collette Dickenson Pearce, London UK: Batsford, 2000 Jon Steel, Truth, Lies & Advertising: The Art of Account Planning, New York : Wiley, 1998 Gossage, Howard L et al, The Book of Gossage, Chicago: Copy Workshop, 1995 Lawrence, Mary Wells, A Big Life (in advertising), NY: Alfred A. Knopf, 2002 Designers & Art Directors Club UK, Copywriter’s Bible : How 32 of the world’s best advertising writers write their copy, Switzerland: Rotovision, 1995 Levenson, Bob, Bill Bernbach’s Book A History of Adv’g that Changed the History of Adv’g, NY: Random House, 1987 Twitchell, James B., Twenty Ads that Shook the World The Century’s Most Groundbreaking Adv’g & How It Changed Us All, NY: Crown, 2000 Lois, George & Bill Pitts, What’s the Big Idea ? How to Win With Outrageous Ideas that Sell, NY: Plume, 1993 Meyer, Jackie Merri (Ed), Mad Ave : AwardWinning Adv’g of the 20th Century, NY: Universe Publishing, 2000 Rothenberg, Randall, Where the Suckers Moon The Life and Death of an Advertising Campaign, NY: Vintage, 1994 Lewis, Herschell Gordon, On the Art of Writing Copy, NY: AMACOM, 2000 Aitchison, Jim, Cutting Edge Advertising, Singapore : Prentice Hall, 1999 Aitchison, Jim, Cutting Edge Commercials, Singapore : Prentice Hall, 2001 Arden, Paul, It's Not How Good You Are, It's How Good You Want to Be, London, Phaidon, 2003 Al, Ries and Jack, Trout, Positioning: The Battle For Your Mind, NY: The McGraw Hills Companies, 2001 Pricken, Mario, Creative Advertising, NY: Thames & Hudson, 2008 Lucas, Gavin Dorrian, Michael, Guerilla Advertising, London: Laurance King Publishing, 2006 In Turkish: Hopkins, Claude C., Reklamcılık Yaşantım ve Bilimsel Reklamcılık, Istanbul: Yapı Kredi Yayınları, 2001 Berger, John, Görme Biçimleri, Istanbul: Metis Yayınları, 1995 Lawrence, Mary Wells, Bir Koca Hayat (Reklamçılıkta), Istanbul: MediaCat Kitapları, Aralık 2003 Ogilvy, David, Bir Reklamcının İtirafları (Confessions of an Adman), Istanbul: AFA Yayıncılık, 1989 Ogilvy, Bernbach, Gribbin, Burnett, Reeves, Reklam Yazma Sanatı, Istanbul: Epsilon Yayınları, 1997 Dutka, Solomon, DAGMAR Ölçülür Reklam Sonuçlar İçin Reklam Hedeflerini Tanımlamak (Defining Advertising Goals for Measured Advertising Results, Istanbul: Reklamcılık Vakfı Yayınları, 2000 Avery, Jim, Kampanya Planlaması, Istanbul: RV Yayınları, 2000 Jones, John Philip, Reklam Nasıl İşe Yarar Araştırmanın Rolü (How advertising works The role of research), Istanbul: RV Yayınları, 2003 Meyer, Martin, Madison Avenue Dünyanın En Sıradışı Mesleği Reklamcılık ve Reklamcılar, İş Bankası Kültür Yayınları, 2004 Dillon, Jack, Reklamcı (Roman), Istanbul: MediaCat Kitapları, 2003 Butterfield, Leslie (Ed.), Reklamda Mükemmele Ulaşmak, Istanbul: RV Yayınları, 2001 Sullivan, Luke, Satan Reklam Yaratmak, Istanbul: RV Yayınları, 2001 Williamson, Judith, Reklamların Dili Reklamlarda Anlam ve İdeoloji, Istanbul: Ütopya Yayınevi, 2001 Rutherford, Paul, Yeni İkonalar Televizyonda Reklam Sanatı, Istanbul: Yapı Kredi Yayınları, 2000 American Association of Advertising Agencies (AAAA), Medya Rehberi, Istanbul: RV Yayınları, 2000 American Association of Advertising Agencies (AAAA), Müşteri İlişkileri Rehberi (Her müşteri temsilcisinin bilmesi gerekenler), Istanbul: RV Yayınları, 2000 Sezer, Vural, Çoban Salatası : Her okuryazar için güncel yazım kılavuzu, Istanbul: Barajans Yayınları, 1997 Kaputa, Catherine, Sen Bir Markasın, İstanbul: MediaCat Kitapları, 2011 Gavin Lucas, Michael Dorrian, Gerilla Reklamcılık: Sıradışı Marka İletişimi, İstanbul, MediaCat Kitapları, 2008 Hermawan Kartajaya, Iwan Setiawan, Philip Kotler, Pazarlama 3.0, İstanbul, Optimist Yayınları, 2011

 

EVALUATION SYSTEM

Semester Requirements Number Percentage
Participation
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Homework / Assignments
2
30
Presentation / Jury
Project
1
35
Seminar / Workshop
Midterms / Oral Exams
1
25
Final / Oral Exam
Total

Contribution of Semester Work to Final Grade
Contribution of Final Work to Final Grade
Total

ECTS / WORKLOAD TABLE

Activities Number Duration (Hours) Workload
Course Hours
Including exam week: 16 x total hours
16
3
48
Laboratory / Application Hours
Including exam week: 16 x total hours
16
Study Hours Out of Class
Field Work
Quizzes / Studio Critiques
Homework / Assignments
2
15
Presentation / Jury
10
Project
1
35
Seminar / Workshop
Midterms / Oral Exams
1
27
Final / Oral Exam
    Total
140

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Qualifications / Outcomes
* Level of Contribution
1
2
3
4
5

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest