Information Package
baskent.edu.tr

Program of Public Relations and Publicity

PRP122

INTRODUCTION TO ADVERTISING

Course Code
PRP122
Semester
Second Term (Spring)
Theory+Practice
3 + 0
ECTS
5
Course TypeCompulsory Course
Course LevelBachelor's Degree
Year of Study1
SemesterSecond Term (Spring)
ECTS5
Name of Lecturer(s)
Learning Outcomes

At the end of this course, the students;

  1. Comprehend advertising as a communication process, understand and use basic advertising terminology.
  2. Will learn the relationship between marketing and advertising.
  3. Can define and categorize the types of advertisements.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme ComponentsNone
Course DescriptionThis course defines advertising as a way of communication and marketing tool. Basic concepts, organizations and historical development of the advertising are examined in this course.
Course Contents
WEEK TOPICS
1st Week Introduction to the course and fundamentals of advertising
2nd Week Marketing basics and advertising as a marketing tool
3rd Week Key players in advertising: agencies, brands, and consumers
4th Week Target audience and strategic planning in advertising
5th Week Media planning and buying
6th Week Advertising classifications and approaches
7th Week Creativity and storytelling in advertising
8th Week Digital advertising and social media strategies
9th Week Visual and verbal codes in advertising communication
10th Week Current advertising trends and future outlook
11th Week Targeting, analytics, and performance measurement in advertising
12th Week Artificial ıntelligence in advertising: applications and ımplications
13th Week Ethics in advertising and the psychology of persuasion
14th Week Screening and discussion of Art&Copy documentary
Recommended or Required ReadingGülsoy, Tanses. 1999. Reklam Terimleri ve Kavramları Sözlüğü. Adam Yayınları:İstanbul.
Arens, Williams 1999. Contemprary Advertising. Boston,Toronto: McGraw Hill.
Elden, Müge vd. 2005. Şimdi Reklamlar. İstanbul: İletişim Yayınları.
Moriarty, Sandra E. 1991. Creative Advertising Theory and Practice. New Jersey: Prentice Hall. (3-30. pages).
Kocabaş, Füsun, Elden Müge. 1999. Reklamcılık; Kavramlar, Kararlar, Kurumlar İstanbul: İletişim Yayınları.
Koloğlu, Orhan. 1999. Reklamcılığımızın İlkyüzyılı 1840-1940, Reklamcılar Derneği Yayınları: İstanbul.
Arens, William 1999. Contemprary Advertising. Boston: McGraw-Hill.
Elden, Müge vd. 2005. Şimdi Reklamlar. İstanbul: İletişim Yayınları.
Elden, Müge 2009 Reklam ve Reklamcılık. İstanbul: Say Yayınları.
Gençtürk, Hızal, Gilman Senem, ?Reklam Endüstrisinin Topografyası: Türkiye Örneği? İletişim Araştırmaları Dergisi. (2005/3; 1-2) Ankara: Ankara Üniversitesi Yayınları. s: 105-131.
Gençtürk Hızal, G. Senem (2013) Cumhuriyetin İlanı. Türkiye?de Modernleşmeyi Reklam Metinlerinden Okumak. Ankara: BilgeSu.
Planned Learning Activities and Teaching Methods
  • Lecture
  • Discussion
  • Case Study
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 30
Assignment 1 10
Project 1 20
Total(%) 60
Contribution of In-term Studies to Overall Grade(%) 60
Contribution of Final Examination to Overall Grade(%) 40
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 42 42
Course hours 14 3 42
Preparation for Midterm exam 1 26 26
Laboratory (including preparation)
Final exam 1 1.5 1.5
Homework 1 38 38
Total Work Load150.5
Total Work Load / 30 (h)5.01
ECTS Credit of the Course5
Language of InstructionTurkish
Work Placement(s)No

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