Information Package
baskent.edu.tr

Program of Public Relations and Publicity (English 30%)

PRP421

ADVERTISING PRACTICES

Course Code
PRP421
Semester
-
Theory+Practice
3 + 0
ECTS
5
Course TypeElective Course
Course LevelBachelor's Degree
Year of Study-
Semester-
ECTS5
Name of Lecturer(s)
Learning Outcomes

At the end of this course, the students;

  1. Can prepare a creative brief and develop advertising concepts and content plans based on the brief.
  2. Can use data obtained from advertising research in the processes of developing target audiences and communication strategies.
  3. Can produce advertising copy and content tailored to the characteristics of traditional and digital media channels.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme ComponentsNone
Course DescriptionThis course covers the processes of advertising research, target audience analysis, creative briefs, and advertising copy and content development within the framework of the fundamental concepts and application areas of advertising. By focusing on traditional, digital, social media, and alternative advertising practices, the course aims to enable students to develop advertising campaigns tailored to various media platforms. Additionally, the course examines the use of artificial intelligence tools in advertising processes and the evaluation of advertising performance.
Course Contents
WEEK TOPICS
1st Week Course Overview
2nd Week Basic Advertising Concepts
3rd Week Advertising Copywriting Concepts and Techniques
4th Week Structure and Formats in Advertising Copy
5th Week Research and Target Audience Analysis
6th Week Creative Brief and Content Planning
7th Week Advertising Objectives and Message Development
8th Week Media Planning and Content Distribution
9th Week Copywriting in Traditional Media
10th Week Copywriting in Digital Media
11th Week Advertising Applications and Content Production on Social Media
12th Week The Use of Artificial Intelligence Tools in Advertising
13th Week Measuring and Evaluating Advertising Performance
14th Week Term Evaluation
Recommended or Required ReadingRutherford, Paul (2000) Yeni İkonalar .Televizyonda Reklam Sanatı. Çev: M. Gerçeker. YKY: İstanbul.
Elden, M., (2009). Reklam ve Reklamcılık. İstanbul: Say Yayıncılık.
Elden, M.; Ulukök, Ö. (2005). Şimdi Reklamlar. İstanbul: İletişim Yayınları.
Elden M.; Özdem Ö. (2015) Reklamda Görsel Tasarım: Yaratıcılık ve Sanat. İstanbul: Say Yayıncılık.
Planned Learning Activities and Teaching Methods
  • Lecture
  • Discussion
  • Presentation
  • Questions/Answers
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 40
Attendance 1 10
Total(%) 50
Contribution of In-term Studies to Overall Grade(%) 50
Contribution of Final Examination to Overall Grade(%) 50
Total(%) 100
ECTS Allocated Based on Student Workload
Activities Quantity Duration (Hour) Total Workload (Hour)
Midterm exam 1 1 1
Preparation for Quiz
Individual or group work
Preparation for Final exam 1 65 65
Course hours 14 3 42
Preparation for Midterm exam 1 45 45
Laboratory (including preparation)
Final exam 1 1 1
Homework
Total Work Load154
Total Work Load / 30 (h)5.13
ECTS Credit of the Course5
Language of InstructionTurkish
Work Placement(s)No

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