Creative Advertising Design Strategies
Communication Design and Information Technology (EP)
Institute of Social Sciences
Second Cycle (Master's Degree)
| Course Unit Title | Course Unit Code | Type of Course Unit | Level of Course Unit | Year of Study | Semester | ECTS Credits |
|---|---|---|---|---|---|---|
| Creative Advertising Design Strategies | ITB118 | Elective | Master's degree | 1 | Spring | 5 |
Name of Lecturer(s)
Associate Prof. Dr. Saadet Zeynep VARLI GÜRER
Learning Outcomes of the Course Unit
1) Recognizes advertising and other types of commercial communications
2) Learns the basic principles of effective advertising design
3) Develops correct format of ad copy for different media
4) Knows the basic rules of preparing advertising copy texts.
Program Competencies-Learning Outcomes Relation
Bölümün/programın program yeterlilikleri sistemde olmadığından ilişkilendirme işlemi yapılamamıştır.
Mode of Delivery
Face to Face
Prerequisites and Co-Requisites
None
Recommended Optional Programme Components
None
Course Contents
This course covers the basic concept of design and implementation of advertising, its significance in commercial communications, its impact on consumer behavior, brand image, brand equity and customer relationship management. The course also dwells with the topics of creativity, concepting, design and campaigning. Within this framework, the design process, headlines and taglines, body copy, print and electronic media will also be discussed.
Weekly Schedule
1) Introduction To The Course , Scope , Motive , Importance , Rules and Requirements Basic concepts A general outlook on the concept of ad writing2) Main concepts of Creative text design
3) Main concepts of creative text design
4) Creative text Writing For Television
5) Application- Television creative text writing
6) Creative text writing For Newspapers And Magazines
7) Application- Newspaper And Magazine creative text design
8) Midterm examination/Assessment
9) Crative text writing For Direct Mail And Other Printed Advertising Materials
10) Cratice text Writing For Outdoor Advertising
11) Application- Outdoor Advertising Design
12) Creative text design for multimedia
13) Examining creative text examples
14) Application for creative text design
15) Final examination
Recommended or Required Reading
1- Özkan, Pelin, Hayatımız Reklam: Türkiye'nin Reklam Ustalarıyla Söyleşiler, MediaCat Kitapları
2- Aksoy, Atilla, Yeni Reklamcılık, İstanbul Bilgi Üniversitesi Yayınları
3- Borça, Güven, Reklamlardan Sonra, MediaCat Kitapları
4-
Mayer, Martin, Madison Avenue-Dünyanın En Sıradışı Mesleği Reklamcılık ve Reklamcılar, Türkiye İş Bankası Kültür Yayınları
5- Solomon, Michael, Tüketici Krallığının Fethi-Markalar Diyarında Pazarlama Stratejileri, MediaCat Kitapları
Planned Learning Activities and Teaching Methods
1) Lecture
2) Discussion
3) Drill and Practice
4) Self Study
5) Problem Solving
6) Project Based Learning
Assessment Methods and Criteria
Contribution of Semester Studies to Course Grade |
40% |
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Contribution of Final Examination to Course Grade |
60% |
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Total | 100% | |||||||||||
Language of Instruction
Turkish
Work Placement(s)
Not Required