USEFUL INFORMATION, RESOURCES & SERVICES FOR STUDENTSUSEFUL LINKS AND DOCUMENTS ADITIONAL & SUPPORTING INFORMATION

SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
60414METOZ-HIR0366	Advertising Copywriting	3	Spring	3	0	3	4

Course Type :	Compulsory
Cycle:	Bachelor TQF-HE:6. Master`s Degree QF-EHEA:First Cycle EQF-LLL:6. Master`s Degree
Language of Instruction:	Turkish
Prerequisities and Co-requisities:	N/A
Mode of Delivery:	Face to face
Name of Coordinator:	Dr. Öğr. Üyesi SERAP BOZKURT
Dersin Öğretim Eleman(lar)ı:
Dersin Kategorisi:	Programme Specific

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:

At the end of the semester, it is aimed that the students who take the course will understand the basic philosophy and persuasion models of the commercial film and be able to analyze the advertisement… They will be able to write advertising texts for written, audio and visual media and design the slogans and contents of the advertising campaign.

Course Content:

In the course, the basic concepts of advertising, the role of advertising text in reaching the target audience, advertising text writing techniques, structural features of the advertisement text, persuasion models in advertising text writing, elements of the advertisement text, titles in the advertisement text, advertising synopsis, storyboard preparation, breif creation, written, audio, visual copywriting for the press and content creation examples for new media are explained and their applications are made.

Course Specific Rules

None

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:



Knowledge *(Described as Theoritical and/or Factual Knowledge.)*
1) He/ She defines all aspects of the advertisement.
Skills *(Describe as Cognitive and/or Practical Skills.)*
1) He/She creates ad text suitable for all advertising media.
2) He/She applies her theoretical and conceptual knowledge to advertising
Competences *(Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)*
1) He/She the business world uses the competencies that are developed in line with the expectations of the sector and society and defined as the institutional outputs of our university.

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Definition of the course, giving general information about the course process, evaluating the weekly subjects and students' course obligations.
2)	Target audience budget, brief and strategy in advertisement
3)	Structuring in agencies and responsibilities of the advertising writer
4)	Quality content in advertising and marketing
5)	Messages and indicators in the advertisement
6)	Quiz (contribution to assessment: 5%)
7)	Getting Started to Write: Bringing Ideas to Slogan
8)	Mid-Term Exam
9)	Storytelling and editing an idea (stortboard and synopsis)
10)	The most effective methods of expressing and selling ideas and persuasion methods
11)	Creative process examples and applications in advertising messages and content
12)	Quiz (contribution to assessment: 5%)
13)	Advertising copy writing and samples for radio and TV / Homework Submissions (contribution to evaluation: 10%)
14)	Ad copy writing and samples for print media, outdoor media and new media
15)	Final Exams
16)	Final Exams

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

Level of Contribution of the Course to PLOs

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Programme Learning Outcomes	Contribution Level (from 1 to 5)
1)	Can explain the fundamental concepts, theories, and models of public relations and advertising.
2)	Can define ethical rules, legal regulations, and professional standards in the field of public relations and advertising.
3)	Can analyze the social, cultural, economic, and political contexts of public relations and advertising.
4)	Can develop public relations and advertising campaigns through target audience analysis.
5)	Can create innovative communication solutions using traditional and digital media tools.
6)	Can evaluate public relations and advertising strategies by conducting effectiveness analysis.
7)	Can take responsibility in public relations and advertising projects both individually and in team settings.
8)	Can utilize leadership and decision-making skills when determining public relations and advertising strategies.
9)	Can follow new trends and technological developments in public relations and advertising.
10)	Can generate knowledge in the field of public relations and advertising by using research and analytical skills.
11)	Can act in accordance with ethical and social responsibility principles in public relations and advertising.
12)	Can plan and implement crisis management, reputation management, and brand management processes.
13)	Can establish effective verbal and written communication in public relations and advertising processes.
14)	Can develop professional relationships in multicultural and global communication contexts.
15)	Can develop digital strategies in public relations and advertising using new media tools.

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Teaching and Learning Methods defined at the Programme Level	Teaching and Learning Methods Defined for the Course
Lectures
Discussion
Reading
Homework
Brain Storming
Questions Answers

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Aassessment and evaluation Methods defined at the Programme Level	Assessment and Evaluation Methods defined for the Course
Midterm
Presentation
Final Exam
Quiz
Homework Evaluation

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Application	1	% 15.00
Quizzes	1	% 10.00
Midterms	1	% 25.00
Semester Final Exam	1	% 50.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
Total		% 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE

WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities	# of Activities per semester	Duration (hour)	Total Workload
Course	14	3	42
Laboratory	0	0	0
Application	1	10	10
Special Course Internship (Work Placement)	0	0	0
Field Work	0	0	0
Study Hours Out of Class	0	0	0
Presentations / Seminar	0	0	0
Project	0	0	0
Homework Assignments	1	10	10
Total Workload of Teaching & Learning Activities	-	-	62
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	1	15	15
Midterms	1	15	15
Semester Final Exam	1	20	20
Total Workload of Assesment & Evaluation Activities	-	-	50
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			112
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			4

Course Notes / Textbooks:	Reklam Metni yazarlığı ders sunumları, internet araştırmaları görselleri, Yazılı işitsel ve görsel basın reklamları ( Dersin Öğretim görevlisi tarafından paylaşılacaktır) Mürsel Çavuş(2019) Yaratıcı Yazarlık Defteri, Denemeler, Yitik Ülke Yayınları
References:	Müge Elden (2003). Reklam Yazarlığı, İletişim Yayınları, İstanbul. Haluk Gürgen (1990). Reklamcılık ve Metin Yazarlığı, Açık Öğretim Fakültesi Yayınları No: 152, Eskişehir. Füsun Kocabaş ve Müge Elden (1997). Reklam ve Yaratıcı Strateji, Yayınevi Yayıncılık, İstanbul. Ersel Serdarlı (2008). Reklam Yazmak. Beta Basım Dağıtım. İstanbul