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 Students know the stages of production of radio, television and cinema productions, have the ability and competence to plan and implement work in the stages of production.
2. P02 Students know the basic working principles and operations of audiovisual production tools, have the ability to effectively use these tools in the production process of radio, television and cinema productions.
3. P03 Students have knowledge about theories in the field of radio, television and cinema.
4. P04 Students know the historical development process of radio, television and cinema in the world and in Turkey.
5. P05 Students know the legislation governing the field of radio, television and cinema, national and international professional organizations and ethical principles.
6. P06 Students know the types of programs in radio and television broadcasting.
7. P07 Students know the genres and trends of Cinema.
8. P08 Students know the methods of analyzing and evaluating messages in audio and visual environments.
9. P09 Students prepare, design and implement project proposals for radio, television and cinema projects suitable for different broadcasting environments.
10. P10 Students know the techniques of writing scripts, have the ability to write scripts and prepare a shooting script.
11. P11 Students have the ability to make sound and image editing, apply it in the fields of digital sound design, image design and visual effects use in field-specific content production.
12. P12 Students have the ability to consider, analyze and evaluate the social, economic, political, cultural, etc. effects of media content in written, audio and visual environments from a critical point of view.
13. P13 Students have the competence to design and produce programs and/or make films in the field of radio, television and cinema.
14. P14 Students are proficient in the basic principles of Image aesthetics, visual design, cinematographic language/expression and composition.
15. P15 Students have knowledge about Radio and Television management.
16. P16 Students know the standards in field-specific products.
17. P17 Students are proficient in collaborating for joint work and production in the field of radio, television and cinema.

Po-Lo Matrix