Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
3BNS 281Introduction to Advertising2+0+02227.10.2026
Course Details
Language of Instruction English
Level of Course Unit Associate Degree
Department / Program Banking and Insurance
Type of Program Formal Education
Type of Course Unit Elective
Course Delivery Method Face To Face
Objectives of the Course To introduce the functions, creative process and media planning of advertising, and to give students the ability to prepare a simple advertising campaign.
Course Content Definition, history and development of advertising. Functions of advertising. Determining the target audience. Message design and the creative process. Advertising strategies. Traditional and digital types of advertising. Advertising agencies. Media planning. Advertising budget. Measurement and evaluation methods. Ethics and legal regulations in advertising. Developing an effective advertising campaign.
Course Methods and Techniques Lecturing, question-and-answer, case studies, assignments and exams.
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Asist Prof.Dr.
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Elden, M. Advertising and the Advertising Industry. Say Publications.

Course Category
Social Sciences %100

Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Mid-terms 1 % 40
Final examination 1 % 60
Total
2
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 14 2 28
Assignments 14 1 14
Mid-terms 1 8 8
Final examination 1 10 10
Total Work Load   Number of ECTS Credits 2 60

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Explains the definition, history and functions of advertising.
2 Determines the target audience and applies message design and the creative process.
3 Compares advertising strategies and traditional and digital types of advertising.
4 Explains the structure of advertising agencies, media planning and the advertising budget.
5 Develops an advertising campaign considering measurement and evaluation methods and ethical and legal regulations.

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Definition, History and Development of Advertising Reading Elden, M., Advertising and the Advertising Industry, Say Publications. Decisions of the Advertising Board and the Regulation on Commercial Advertisements and Unfair Commercial Practices.
2 Functions of Advertising The topics that were covered last week and that will be covered this week are read from books and other sources and watched from videos. Elden, M., Advertising and the Advertising Industry, Say Publications. Decisions of the Advertising Board and the Regulation on Commercial Advertisements and Unfair Commercial Practices.
3 Determining the Target Audience The topics that were covered last week and that will be covered this week are read from books and other sources and watched from videos. Elden, M., Advertising and the Advertising Industry, Say Publications. Decisions of the Advertising Board and the Regulation on Commercial Advertisements and Unfair Commercial Practices.
4 Message Design and the Creative Process The topics that were covered last week and that will be covered this week are read from books and other sources and watched from videos. Elden, M., Advertising and the Advertising Industry, Say Publications. Decisions of the Advertising Board and the Regulation on Commercial Advertisements and Unfair Commercial Practices.
5 Advertising Strategies The topics that were covered last week and that will be covered this week are read from books and other sources and watched from videos. Elden, M., Advertising and the Advertising Industry, Say Publications. Decisions of the Advertising Board and the Regulation on Commercial Advertisements and Unfair Commercial Practices.
6 Traditional Types of Advertising The topics that were covered last week and that will be covered this week are read from books and other sources and watched from videos. Elden, M., Advertising and the Advertising Industry, Say Publications. Decisions of the Advertising Board and the Regulation on Commercial Advertisements and Unfair Commercial Practices.
7 Digital Types of Advertising The topics that were covered last week and that will be covered this week are read from books and other sources and watched from videos. Elden, M., Advertising and the Advertising Industry, Say Publications. Decisions of the Advertising Board and the Regulation on Commercial Advertisements and Unfair Commercial Practices.
8 MIDTERM EXAM
9 Advertising Agencies The topics that were covered last week and that will be covered this week are read from books and other sources and watched from videos. Elden, M., Advertising and the Advertising Industry, Say Publications. Decisions of the Advertising Board and the Regulation on Commercial Advertisements and Unfair Commercial Practices.
10 Media Planning The topics that were covered last week and that will be covered this week are read from books and other sources and watched from videos. Elden, M., Advertising and the Advertising Industry, Say Publications. Decisions of the Advertising Board and the Regulation on Commercial Advertisements and Unfair Commercial Practices.
11 Advertising Budget The topics that were covered last week and that will be covered this week are read from books and other sources and watched from videos. Elden, M., Advertising and the Advertising Industry, Say Publications. Decisions of the Advertising Board and the Regulation on Commercial Advertisements and Unfair Commercial Practices.
12 Measurement and Evaluation Methods in Advertising The topics that were covered last week and that will be covered this week are read from books and other sources and watched from videos. Elden, M., Advertising and the Advertising Industry, Say Publications. Decisions of the Advertising Board and the Regulation on Commercial Advertisements and Unfair Commercial Practices.
13 Ethics and Legal Regulations in Advertising The topics that were covered last week and that will be covered this week are read from books and other sources and watched from videos. Elden, M., Advertising and the Advertising Industry, Say Publications. Decisions of the Advertising Board and the Regulation on Commercial Advertisements and Unfair Commercial Practices.
14 Developing an Effective Advertising Campaign The topics that were covered last week and that will be covered this week are read from books and other sources and watched from videos. Elden, M., Advertising and the Advertising Industry, Say Publications. Decisions of the Advertising Board and the Regulation on Commercial Advertisements and Unfair Commercial Practices.
15 FINAL EXAM

 
Recommended Optional Programme Components
BNS 283 Public Relations
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P14
C1 3 2 1 3 2 1 1 3 4 2 2 1 1
C2 1 2 2 3 2 1 1 3 4 2 2 1 1
C3 1 2 2 3 2 1 1 3 4 2 2 1 1
C4 3 2 1 3 2 1 1 3 5 2 2 1 1
C5 1 3 3 3 2 1 1 4 4 2 4 2 1

  Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant