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Mode of Delivery

Face to Face

Prerequisites and Co-Requisites

None

Recommended Optional Programme Components

Marketing Management

Course Contents

Integrated Marketing Communications and Advertising, Definition of advertising and related concepts, features, functions and types of advertising, advertising and other marketing communication tools, advertising management processes, identfying advertising objectives, budgeting, advertising agency organization and relations with advertising agencies, campaign development and advertising message creation, advertising media and media planning, measurement and evaluation of advertising effectiveness, advertising ethics and regulatory bodies.

Weekly Schedule

1) Introduction To The Course • Scope • Motive • Importance • Rules and Requirements Basic concepts • Basic concepts on communication, marketing communication and advertising
2) The Relationship Between Advertising And Other Fields • Marketing And Advertising • Economy And Advertising • Law And Advertising • Sociology And Advertising • Psychology And Advertising • Social Psychology And Advertising • Anthropology And Advertising • Statistics And Advertising • Art And Advertising Countries And Advertising Styles • United States Of America • England • France • Germany • Japan • Turkey
3) Advertising Media And Characteristic Broadcasting Advertising Media • Radio • Television Printed Advertising Media • Newspapers • Magazines • Direct Mail And Other Printed Advertising Materials
4) Outdoor Advertising Media Transit Advertising Media Internet Point Of Purchase Advertising Applications Cinema
5) Operation Process Of Advertising Traditional Advertising Effectiveness Models • AIDA Model • NAIDAS Model • DAGMAR Model • Hierarchy Of Effects Model • Innovation Adoption Model • Data Processing Model Involvement Based Models • Low Involvement Learning Model • FCB Grid • Rossiter and Percy Grid Elaboration Likelihood Model
6) Advertising Campaign Concept Stages Of Advertising Campaign • Situation Analysis
7) Stages Of Advertising Campaign • Determining The Goals Of Advertisement • Determining The Message Strategies
8) Midterm examination/Assessment
9) Stages Of Advertising Campaign • Determining the Media planning strategy • Determining the advertising budget
10) Stages Of Advertising Campaign • Measuring The Advertising Effectiveness
11) New Trends In Advertising • International And Global Advertising • Corporate Social Responsibility Campaigns And Corporate Advertising • E-Marketing And Advertising • Word-Of-Mouth Marketing And Advertising • Permission Marketing And Advertising • Mobile Commerce/Mobile Marketing And Advertising
12) New Trends In Advertising • Advergaming • Relationship Marketing • Experiential Marketing • Entertainment Marketing • Green Marketing • Guerilla Marketing
13) Corporations About Advertising • Advertising Agencies • Media Agencies
14) National And International Sectoral Institutions About Advertising
15) Ethics And Control Mechanisms In Advertising • The Concept Of Ethics And Ethics In Advertising • Control Mechanisms In Advertising
16) Final examination

Recommended or Required Reading

1- Müge Elden, Reklam ve Reklamcılık, Say Yayınları
2- Muazzez Babacan, Nedir Bu Reklam? Beta Yayınları
3- Filiz Balta Peltekoğlu, Kavram ve Kuramlarıyla Reklam, Beta Yayınları
4- Rajeev Batra, John G. Myers, David A. Aaker, Advertising Management, Prentice Hall
5- Patrick De Pelsmacker Maggie Geuens Joeri Van den Bergh, Marketing Communications: A European Perspective, Pearson.
6- George E. Belch, Michael A. Belch, Gayle Kerr, Irene Powell, David Waller, Advertising: An Integrated Marketing Communication Perspective, McGraw-Hill

Planned Learning Activities and Teaching Methods

1) Lecture
2) Question-Answer
3) Discussion
4) Drill and Practice
5) Group Study
6) Case Study

Assessment Methods and Criteria

Contribution of Midterm Examination to Course Grade	30%
Contribution of Final Examination to Course Grade	70%
Total	100%

Language of Instruction

Turkish

Work Placement(s)

Not Required