CAMPAIGN DESIGN IN ADVERTISING

Course Description

Within the scope of this course, information on how to design and implement advertising campaigns are given. The students have the chance to practice the theoretical knowledge they gained through their own projects. The students are encouraged to think creatively and critically. For this purpose, the students are presented with the effective ways and techniques of developing original and creative strategies. They learn the importance of approaching all functional areas of preparing a campaign (research, media, the creative text etc.) as a whole. The students are expected to prepare an original advertising campaign (deciding on the message and writing the script, writing a short skit, preparing a poster etc.) and decide on the media they wish to publish their campaign.

CAMPAIGN DESIGN IN ADVERTISING

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

1. 01 Design (4) and implement (4) an adverting campaign.
2. 02 Construct (4) an advertising brief according to profesional guidelines.
3. 03 Apply (4) the principles of integrated marketing communication in campaing planning.
4. 04 Develop (5) a budget for an advertising campaign.
5. 05 Analyze (4) and discuss (5) implecit messages in product placement advertising.

Course Syllabus

Reference Books & Course Materials

1. 01 Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads, 5th Edition 5th Edition by Luke Sullivan (Author), Edward Boches (Author)
2. 02 Advertising Concept Book 3E: Think Now, Design Later Paperback – July 26, 2016 by Pete Barry (Author)
3. 03 Building a StoryBrand: Clarify Your Message So Customers Will Listen Hardcover – Illustrated, October 10, 2017 by Donald Miller (Author)
4. 04 Advertising & Promotion: An Integrated Marketing Communications Perspective – April 28, 2005 by George Belch (Author), Michael Belch (Author), Michael Guolla (Author)

Learning Outcomes

1. Develop key concepts for effective campaign design. SOLO 5
2. Apply storytelling, branding, and design principles in campaign creation. SOLO 4
3. Devise strategies to align brand goals with consumer insights and creative strategies SOLO 5
4. L02 Design a comprehensive campaign project. SOLO 5

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