Innovation in Technology Challenge. Student Marketing Technology Project - Commercials/Infomercials

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1 Marketplace for Creativity Problem Solving Innovation Innovation in Technology Challenge Option 5 Student Marketing Technology Project - Commercials/Infomercials Your Challenge Make and produce a Commercial/Infomercial for a product/ service (Electronic Media and or Internet). (Students with common interests may want to work together in teams.) At first, advertisements were just meant to inform consumers about a product or service. These advertisements did not try to persuade would-be customers to use or purchase a product or service, only to let them know about it and where it might be available. As more products and services became available, advertisers tried to persuade people to choose their product/ service rather than one from someone else. In order to do this, advertisers developed certain techniques that would appeal to people s basic needs. Today, consumers have many options to learn more about products/services. This challenge will focus on producing an electronic message of your product/service. Background In order to best advertise and ultimately sell the product/service, you need to know your product better than anybody else. Deciding what will attract a customer to your product over somebody else s is a huge part of a successful business. To sell a product you must know the answer to each of the following questions: What is the product s name? What is the reason for using this item? What problem does it solve? Why should a person purchase or use this particular item? What components are necessary to create this product? What makes this product special? What is new, different or unique about it? Is it more energy efficient, bigger, tastier, healthier or does it create less pollution? Continued on Next Page Page 17

2 What is the cost, number of servings and serving sizes, number of usages? Is it disposable, biodegradable, multi-use, etc.? Are there recipes or other hints for using this project? Are there specials, coupons or guarantees with this product? What is the time frame for these limits? Is there a limit on the number of purchases? Is safety advice listed? Are there clean-up instructions? Is there a guideline for proper disposal, poison labels? Are there any age limitations or requirements? Are there different styles, colors or sizes available? Steps to Success Option 5 - Continued Brainstorm and share ideas for your commercial. Produce a story board showing both a sketch and the dialogue of each scene. Produce any necessary items using point software (e.g. signs, labels). Produce any necessary songs or sounds. Set up each scene and video or take photos. Download video/photos. Produce your commercials using both visual and audio effects. Preview to an audience. Page 18

3 Opportunities for Students Students can use their commercials as a great start to marketing their product/service. Students will produce their commercials/infomercials, after the commercial/infomercial is approved by their teacher and presented at a Marketplace for Kids Education Day, students will have the option of sending their commercials/infomercials to the Marketplace for Kids product/service sales site (with parental consent) for publication on the Marketplace for Kids Website. Resources: Computer/Tablets Digital Camera, Digital Video Camera, smartphone. Resource Links: Technical Support: Invite a service provider such as an advertising agency, television studio production staff person, public relations director from a company in your area to visit with your students regarding how they produce their commercials and or infomercials. Your district may have a technology coordinator that may be able to give you additional suggestions. Page 19

4 Lesson Plan 4 Student Marketing Technology Project - Commercials Objectives Standards Students will be able to: Recognize marketing concepts Produce a commercial using imovie software ND Language Arts Content Standards Standard 5: Students Understand Media Produce samples of media genres to advertise Construct media messages; e.g. commercials ND Library/Technology Literacy Content Standards Standard 2: Developing Products Using Media Technology Develop a product using a variety of media Present a media product Introduction This activity allows students to use ordinary objects in creating an ingenious device. It is a great introduction to the Marketplace for Kids program. Subject Area This is a Language Arts/Marketing/Technology project that provides students with an opportunity to develop and produce a commercial using imovie software. Time Required Seven 50 minute class periods. 1. Introduction and brainstorming. 2. Produce storyboards. 3. Make any necessary items with paint software (e.g. signs, labels). 4. Produce any necessary music with Garageband software. 5. Take pictures with digital camera. 6. Produce imovie. 7. Present all imovies to an audience. Plan 1. Tell students that they will be making commercials using imovie. They may make a commercial for existing products, stores, services, etc., or they may make a commercial about an invention of their own or a business they would like to have. 2. Discuss marketing/advertising concepts with the students (e.g. attention grabbers, jingles, slogans, etc.). 3. Hand out and discuss grading rubric. Make sure that the students understand what is expected. 4. Assign collaborative working partners. 5. Students will brainstorm and submit ideas. Continued on Next Page Page 20

5 Lesson Plan 4 Student Marketing Technology Project - Commercials Continued 6. Approve an idea. (If using an existing business, make sure to gain permission before approving the idea.) 7. Students will produce a storyboard showing both a sketch and the dialogue of each scene. 8. Students will produce any necessary items using paint software (e.g. signs, labels). 9. Students will produce any necessary songs using Garageband software. 10. Students will set up each scene and take the photos. (If using an existing business, make sure to get permission to set up a meeting time to go there and take pictures, if necessary.) 11. Students will download photos onto the computer. 12. Students will produce an imovie with both visual and audio effects. 13. Students will present their imovies to an audience. Evaluation A rubric will be used to assess the students. They will be given a score ranging from 1 to 4 based on their performances regarding multiple aspects of the production (e.g. following directions, completing all requirements, group cooperation, timeliness, presentations, appropriate use of technology and software). Materials/Resources Needed Knowledge and Access to: Computers/Tablets Digital Camera Paint Software Garageband software imovie software I was extremely happy with the final product! The students seemed to be impressed as well. I believe that it may have gone a little smoother if the students were more experienced with the software used. Karmyn Dobrovolny Grade Level: 5-6 Williston Page 21

6 Extra Credit Worksheet Smart Advertising: Student Activity TV Commercial/Infomercials Documentation Directions: Watch an hour or half-hour TV program and pay attention to each commercial. Use a stopwatch to time how long each commercial lasts and fill in the chart below to keep a record of what each commercial was about and what type of advertising or persuasion techniques were used. Since most commercials use a combination of several techniques, try to identify as many as you can for each commercial. Name of TV program you are watching: Date: Beginning Time: Ending Time: This program is mostly for: Kids Men Women Families The type of product the commercial is advertising can be personal care (shampoo, deodorant), food, eating places, medications, cleaning products, vehicles, beverages, other television programs, etc. Document the advertising or persuasion technique(s) in your chart, using the numbers from the list below: 1. Testimonial - Someone says it is good. 2. Bandwagon - Everyone else is buying and using this product. 3. Plain Folks - Ordinary, everyday people use this product. 4. Snob Appeal - Only special or rich people get to use this product. 5. Glittering Generalities - General opinion words, but not really any specific facts. 6. Transfer - Feelings about different things make you think about getting this product. 7. Kids or Animals - They are cute and get your attention. 8. Repetition - Repeating a word or phrase several times. 9. Special Price or Prizes - Bargain prices or prizes are offered. 10. Limited Time Offer - Special deal is available if you order now. 11. New and Improved - They tell you they have changed something about the product. 12. Use of Statistics - It says things like 5 out of 10 doctors agree, etc. Commercial Number Product Type Technique Used Length in Seconds 1. How much total time was commercial time? 2. What conclusions can you draw from this data? 3. Make a graph using your data. 4. Make a graph or chart using the data collected from all your class members. Page 22

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