CREATIVITY IN ADVERTISING

Course Description

Creativity in Advertising course focuses on the question of what makes an ad creative and helps the students to recognize that without creativity there will be no effective advertising. The course examines the concept of creativity and various creative approaches and styles employed in different forms of advertising. The students will examine and critically reflect on a variety of advertisements. They will also design their own ads and experience the challenges in coming up with a creative idea. In the end of the course it is aimed that the students have a solid idea why creativity is so important in advertising.

CREATIVITY IN ADVERTISING

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

No course outcomes have been defined yet.

Course Syllabus

Reference Books & Course Materials

1. 01 Tom Altstiel, et al (2022), Advertising Creative: Strategy, Copy, and Design, SAGE Publications, Inc; Sixth edition
2. 02 Bonnie L. Drewniany and A. Jerome Jewler (2010), Creative Strategy in Advertising, Wadsworth Publishing; 10th edition
3. 03 Adam Harrell (2016), Creative Direction in a Digital World, CRC Press; 1st edition
4. 04 Rick Webb (2015), Agency: Starting a Creative Firm in the Age of Digital Marketing, Springer; 1st edition

Learning Outcomes

1. L01 Explain the concept of creative thinking and its application in various design contexts SOLO 4
2. L02 Design creative social media posts, including promoting international events SOLO 5
3. L03 Demonstrate creativity in visual communication through social media posts SOLO 4
4. L04 Analyze creative artworks including posters SOLO 4
5. L05 Describe ethics in advertising design SOLO 3

Program Outcomes

1. P01 Has knowledge of the basic concepts, theory and methods in the field of public relations, advertising, marketing and integrated marketing communications.
2. P02 Has knowledge of the appropriate media planning processes for target audiences in the field of public relations and advertising.
3. P03 Is able to write periodic reports on the activities carried out in the fields of public relations and advertising.
4. P04 Is able to use research and planning methods and techniques related to public relations and advertising.
5. P05 Knows organisational crisis management processes.
6. P06 Knows the media and digital media communication techniques and processes related to the promotion of institutions and organisations.
7. P07 Knows the creation and application of media strategy in the field of public relations and advertising.
8. P08 Has knowledge of legal regulations and ethics related to public relations and advertising.
9. P09 Is able to conduct marketing and consumer behavior research and undertake planning based on this research data.
10. P10 Is able to conduct public relations and advertising campaigns.
11. P11 Is able to use digital media and social media in the fields of public relations and advertising.
12. P12 Has the ability to use current and effective presentation techniques in the field of public relations and advertising.
13. P13 Is able to monitor social developments and changes in the behavior of the target audience and use the information obtained to design public relations and advertising campaigns.
14. P14 Is able to take initiative in solving problems in the fields of public relations and advertising by acting as a responsible individual as well as a team member.
15. P15 Is able to create and implement brand and communication strategies.
16. P16 Is able to analyse consumer behavior in traditional and digital channels of communication using scientific methods and to evaluate the unique dynamics of these channels.
17. P17 Is aware of and acts in accordance with the standards and ethical codes of national and international professional organisations in the fields of public relations and advertising.
18. P18 Can communicate effectively within an international study and work environments.
19. P19 Can apply their learning into practice in real work contexts,

Po-Lo Matrix