Akademik Dersler - Tanıtım

Last Updated: 24/03/2026

Code - Course Title	Compulsory/Elective	Laboratory + Practice	ECTS
RHİ303 - Creativity in Advertising I	V. SEMESTER	2 +2	6.0

Language of Instruction	Türkçe
Course Type	Required Courses
Course Instructor(s)	PROF. DR. FERRUH UZTUĞ
Mode of Delivery	This course is conducted only in the form of face to face education.
Place of Delivery
Used Educational Platforms
Prerequisites	There is no prerequisite or co-requisite for this course.
Courses Recomended	There is no recommended optional programme component for this course.
Recommended Resources	Gürgen, Haluk. Reklamcılık ve Metin Yazarlığı. Eskişehir: A.Ü. AçıkÖğterim Fak., 1990. (Anadolu Üniversitesi Merkez Kütüphane: HF5825 .G87 1990. Fearstone, Mike (1991) “Postmodernizm ve Tüketim Kültürü”. İngilizce’den çeviren Mehmet Küçük. İstanbul: Ayrıntı ,1996. Laskey, A. Henry, Richard J. Fox ve Melvin R. Craks. . “ The Relationship Between Advertising Message Strategy and TV Commercials Effectiveness”. Journal of Advertising Resarch. (March-April, 1995). Laskey, A. Henry, Ellen Day ve Melvin R. Craks. . “The Typology of Main Main Message Strategies of TV Commercials”. Journal of Advertising. Vol: 18 No: 1 (1989). Rossiter John, R. , Larray Percy ve Rbert J. Donnavan. “A Better Advertising Planning Grid”. Journal of Advertising Resarch. (October-November, 1991). Rossiter, John, Larry Percy. Advertising Communications & Promotion Managment. İkinci basım. Int. Ed.:Mc Graw-Hill, 1997. *Rutheford, Paul. Yeni İkonalar. Televizyonda Reklam Sanatı. İngilizce’den çeviren Mustafa Gerçeker. İstanbul: Yapı Kredi, 1996.
Work Placement	Not Applicable
Aims of the Course

Weeks	Learning Outcomes	Topics	Teaching Methods
Week - 1		Introduction. Advertising as a Form of Persuasive Communication
Week - 2		Marketing Communication- The Effect of Communication- The Goals of Communication
Week - 3		How Do Ads Work? Learning, Perception, Attention
Week - 4		Developing Creative Strategies in Advertising- Elements of Analysis
Week - 5		Brand Positioning
Week - 6		Market and Competition Analysis
Week - 7		Consumer and Target Audience Analysis
Week - 8		Creative Strategy Planning Models: FCB and R &P
Week - 9		Creative Strategy Planning Models: FCB and R &P
Week - 10		Message Strategy: What will we say? Promise, Appeal
Week - 11		Message Strategy: How will we say?
Week - 12		Typologies of Message Strategies Depending on Brand Positioning
Week - 13		Applications of Creative Productions
Week - 14		Samples of Ads

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Assessment Method and Passing Requirements
	Quamtity	Percentage (%)
1.Midterm Exam	1	40
Final Exam	1	60
Toplam (%)		100