Advertising Faculty Member Assoc. Prof. Dr. Yelda Ülker's New Book Has Been Published

Advertising Campaign Management book met with the readers as a result of the joint work of Fenerbahçe University’s Faculty of Communication Faculty Member Prof.Dr. Nurhan Babür Tosun, Süleyman Demirel University’s Faculty of Communication Faculty Member Assoc. Prof. Dr. Mevlüt Sedat Dönmez and Istanbul Gelişim University Faculty of Economics, Administrative and Social Sciences Faculty Member Assoc. Prof. Dr. Yelda Ülker. The book Advertising Campaign Management, written by Yelda Ülker with Tosun and Dönmez, was published by Beta Publications. The book begins by explaining what the concept of advertising is, and deals with issues such as the structuring and types of advertising agencies, the planning process of the advertising campaign, determining the creative strategy and idea according to the media in the advertising campaign, determining the media environment and timing in the advertising campaign. In addition to these topics, alternative advertisements types such as guerilla advertising, ambient advertising, ghost advertising, sneaky advertising, time-based advertising, experiential advertising and viral advertising are also discussed in the book.

In the book, which covers many details about the advertising campaign process, special attention is given to creativity. In the book, the authors say, “The success of an advertising process reveals itself in the triangle of understanding people, strategic thinking and creative talent. For this reason, creativity forms the backbone of this systematic study, which we can evaluate in the context of the process” and underlined the importance they attach to creativity.

There is no doubt that the Advertising Campaign book, which presents theoretical knowledge and practice together, will be one of the guiding and bedside books for both Advertising academics and students, as well as industry professionals.