COURSE INTRODUCTION AND APPLICATION INFORMATION


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 analysing the advertising. This anlysis will lay the foundations ( objective, target audience, proposition, reason why, tone of voicei media and budget) of the “brief” that caused the advertising to come to life. The analyisis by industry will reveal the conventions of the industry.

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: Why anaylyse the advertising?
2 The role of advertising analysis in understanding the competition
3 To reveal the diversity of objectives in advertising
4 To reveal the diversity of target audiences in advertising
5 Discovering the impact of the “proposition” and” reason why” on competition
6 Determining the differantiation value that tone of voice of the advertising delivers
7 The effect of choosing media on strategy
8 The price/performance balance revealed
9 To analyse the advertising idea at the scale of compettion to determine the “winning idea”
10 Midterm exam
11 To point out the codes or cues of the brands and analyse the effects on competition
12 Case study US Presidential Election Campaigns
13 Project Advertising analysis by groups for defined industry
14 Project presentations
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