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.

 



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
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
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 To be able to critically discuss and interpret the theories, concepts and ideas that form the basis of media and communication discipline.
2 To have the fundamental knowledge and ability to use the technical equipment and software programs required by the mediaproduction process. X
3 To be able to use the acquired theoretical knowledge in practice.
4 To be able to critically interpret theoretical debates concerning the relations between the forms, agents, and factors that play a role in the field of media and communication.
5 To be able to critically discuss and draw on theories, concepts and ideas that form the basis of other disciplines complementing the field of media and communication studies. X
6 To be informed about national, regional, and global issues and problems; to be able to generate problemsolving methods depending on the quality of evidence and research, and to acquire the ability to report those methods to the public. X
7 To be able to gather, scrutinize and use with scientific methods the necessary data to for the processes of production and distribution.
8 To be able to use and develop the acquired knowledge and skills in a lifelong process towards personal and social goals.
9 To be able to follow developments in new technologies of media and communication, as well as new methods of production, new media industries, and new theories; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale,” Level B1)
10 To be able to use a second foreign language at the intermediate level.
11 To be able to use computer software required by the discipline and to possess advancedlevel computing and IT skills. (“European Computer Driving Licence”, Advanced Level)

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

 

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