COURSE INTRODUCTION AND APPLICATION INFORMATION


CLICK HERE FOR THE COURSE SYLLABUS

Course Name
Strategic Advertising Analysis
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
PRA 400
Fall/Spring
3
0
3
4
Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
First Cycle
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives To embrace the competancy of describing the strategy and /or tactics that the brands execute by analysing their advertising.
Learning Outcomes The students who succeeded in this course;
  • will be able to analyse the strategy and tactics of brand at stake.
  • will be able to determine the communication objective, target audience, proposition and reason why, tone of voice and also estimate the media channels used and the budget spent relativly (i.e. less,medium,much).
  • will have to broad knowledge of the industry while analysing different brands that shape the industry therefore will be able to determine the situation analysis.
  • will be able to position the brand with the knowledge of the competitors’ communication by the help of analysing their advertising.
  • will be able to develop the competancy of preparing a campaign which is totally differantiated from rivals’ campaigns.
Course Content This course is designed to understand the brands’ strategy and tactics by analyzing the advertising. This analysis will lay the foundations (objective, target audience, proposition, reason why, tone of voice, media and budget) of the “brief” that caused the advertising to come to life. The analysis by industry will reveal the conventions of the industry.

 



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
2 Case study
3 The role of advertising analysis in understanding the competition Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p. 21-26,74-78
4 To reveal the diversity of objectives in advertising Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p. 35-47, 110-150, 283-286
5 To reveal the diversity of target audiences in advertising Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p. 197-229
6 Discovering the impact of the “proposition” and” reason why” on competition Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p., 273-282, 413-435
7 Determining the differentiation value that tone of voice of the advertising delivers Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p., 413-435
8 The effect of choosing media on strategy Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p., 333-380
9 The price/performance balance revealed Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p. 235-261
10 To analyze the advertising idea at the scale of competition to determine the “winning idea” Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p. 460-502
11 Midterm exam
12 To point out the codes or cues of the brands and analyze the effects on competition Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p. 151-158
13 Project preparations Advertising analysis by groups for defined industry
14 Project preparations Advertising analysis by groups for defined industry
15 Project presentations
16 Review of the Semester
Course Textbooks Lecture
References Advertising Foundation Publications

 

EVALUATION SYSTEM

Semester Requirements Number Percentage
Participation
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Homework / Assignments
1
20
Presentation / Jury
1
10
Project
1
35
Seminar / Workshop
Portfolios
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
16
1
Field Work
Quizzes / Studio Critiques
Homework / Assignments
1
15
Presentation / Jury
1
3
Project
1
25
Seminar / Workshop
Portfolios
Midterms / Oral Exams
1
3
Final / Oral Exam
    Total
110

 

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