Lesson Plan. Course Title: Principles of Business, Marketing and Finance Session Title: Advertising Media. Performance Objective:

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1 Lesson Plan Course Title: Principles of Business, Marketing and Finance Session Title: Advertising Media Performance Objective: After completing this lesson, the student will understand that Advertising is a paid-for form of communication. The student will understand different types of media used in advertising. Approximate Time: If taught the way the lesson is written, it should take approximately 3 days. Specific Objective: Advertising is a paid form of communication about a sponsor s products Understand all types of advertising media Differentiate between product and institutional advertising Identify and evaluate elements of an advertisement TERMS: Advertising - A paid form of communication. Promotional Advertising - When the goal is to increase sales. Institutional Advertising - Used to create a favorable image for a business. Media - The agency s means or instruments used to convey advertising messages. Print Media - Includes advertising in newspapers, magazines, direct mail, sign and billboards. Transit Advertising - Any advertisement that can be found on public transportation. Broadcast Media - Advertising that encompasses radio and television. Infomercial- A long advertisement that looks like a talk show and is 30 minutes long. Online Advertising - Is a form of advertising that uses either or the World Wide Web. Specialty Media - Sometimes called giveaways and are relatively inexpensive; Typically are useful items featuring an advertiser s name or logo. Media Planning - Is the process of selecting the advertising media and deciding the time or space in which the ads should appear. Audience - The number of homes or people exposed to an ad. Impression - A single exposure to an ad. Frequency - The number of times an audience sees or hears an ad. Cost Per Thousand - The media cost of exposing 1,000 readers or viewers to an advertising impression. Preparation 1

2 TEKS Correlations: This lesson, as published, correlates to the following TEKS. Any changes/alterations to the activities may result in the elimination of any or all of the TEKS listed (c) (13) The student knows that advertising is the paid form of nonpersonal communication about an identified sponsor s products (c)(13)(a) List types of advertising media; (c)(13)(b) Differentiate between product and institutional advertising; and (c)(13)(c) Identify and evaluate elements of an advertisement Interdisciplinary Correlations: English: (b)(1)(A) Reading/Vocabulary Development determine the meaning of grade-level technical academic English words in multiple content areas (e.g., science, mathematics, social studies, the arts) derived from Latin, Greek or other linguistic roots and affixes (b)(1)(B) Reading/Vocabulary Development.analyze textual context (within a sentence and in larger sections of text) to draw conclusions about the nuance in word meanings (b)(1)(C) Reading/Vocabulary Development infer word meaning through the identification and analysis of analogies and other word relationships (b)(9)(C) Reading/Comprehension of Informational Text/Expository Text make and defend subtle inferences and complex conclusions about the ideas in text and their organizational patterns (b)(11)(B) Reading/Comprehension of Informational Text/Procedural Text translate (from text to graphic or from graphic to text) complex, factual, quantitative, or technical information presented in maps, charts, illustrations, graphs, timelines, tables and diagrams (b)(12)(A) Reading/Media Literacy evaluate how messages presented in media reflect social and cultural views in ways different from traditional texts. 2

3 110.33(b)(12)(B) Reading/Media Literacy evaluate the interactions of different techniques (e.g., layout, pictures, typeface in print media, images, text, sound in electronic journalism) used in multi-layered media (b)(12)(C) Reading/Media Literacy evaluate the objectivity of coverage of the same event in various types of media (b)(12)(D) Reading/Media Literacy evaluate changes in formality and tone across various media for different audiences and purposes. Occupational Correlation (O*Net ) Job Title: Search Marketing Strategists O*Net Number: Reported Job Titles: This title represents an occupation for which data collection is currently underway. Tasks: Collaborate with web, multimedia, or art design staffs to create multimedia web sites that conform to brand and company visual format. Collect and analyze sales data, using web traffic metrics such as page visits, transaction size, link popularity, click-through rates, and cost-per clicks. Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, promotions, or viral marketing campaigns on social media Web sites. Soft Skills: This title represents an occupation for which data collection is currently underway. Accommodations for Learning Differences: It is important that lessons accommodate the needs of every learner. These lessons may be modified to accommodate your students with learning differences by referring to the files found on the Special Populations page of this website. Introduction Teacher Preparation: Teacher will review the terms in the outline, Presentation, and handouts to become familiar with lesson. References: Textbooks: Advertising & Integrated Brand Promotion. O Guinn-Allen-Semenik. Thompson South-Western. AAP Advertising-Business 2000 Townsley South-Western. Marketing Essentials, Glencoe 3

4 Instructional Aids: Projector/Presentation Textbooks and websites instructor feels necessary. Materials Needed: 1. Printer Paper 2. Assignment handouts Learner Preparation: Explain that the objective for this lesson will be to know the different types of media used in advertising as well as to identify and evaluate elements of an advertisement. Introduction: Introduction ASK: Students to think about the different advertisements they see. Have them think about the different WAYS ads are presented to them (such as a magazine). Which ads do they remember and really stand out in their mind? Discuss with class. SAY: Advertising is the key to promote a company, product or service. The different types of advertising media a company uses are important to consider in order to maximize their advertising dollar. ASK: A student volunteer to come to the front and be ready to write on the whiteboard. Then ask the students to list all of the different types of media a company can use to advertise their products to consumers. See how many they can come with. Outline: Outline Instructors can use the Presentation, slides, handouts, and note pages in conjunction with the following outline. 4

5 MI Outline Notes to Instructor I. Class Discussion A. Ways Ads are presented B. Types of media companies use to advertise. II. Guided Practice A. PowerPoint Presentation B. Advertising C. Promotional Advertising D. Institutional Advertising III. The Media A. Print B. Transit C. Broadcast 1. Television 2. Radio (Independent Practice) IV. Online Media V. Media Planning VI. Identify Elements of Advertising Media A. Audience B. Impression C. Frequency D. Cost Per Thousand (CPM) (Day 1) Use Presentation as visual aid. After introduction, go through the Presentation key terms. Compare the different types of advertising media and compare it to the list the students created. Explain that advertising is ALWAYS paid for. This differs from publicity as most of the time publicity is not paid for. There are differences in promotional (or product) advertising and institutional advertising. Institutional ads are used not only to create a better image for the company but also to connect the company with a good cause. Have students give examples of companies who use institutional advertising. Example: Yoplait yogurt and breast cancer awareness. Discuss infomercials and ask the students if sometimes they thought they were watching a television program instead of an ad. Discuss how infomercials influence their viewers. Discuss what future the 5

6 students think the infomercial has. Print Media: Newspapers continue to be an important advertising tool. Many retailers and local businesses rely on them to advertise at a low cost. They also offer a variety of options for size, location and frequency of ads. Magazines are distributed locally, regionally or nationally. They can be published as weeklies monthlies. or quarterlies. Magazines have a longer life span than newspapers. The drawbacks of magazine ads are that ad placement is more expensive. Another drawback is that magazines are often printed a month or two in advance of publication. There are two types of direct mail: mail sent to a home or electronic mail. Direct mail comes in many forms, such as newsletters, catalogs, coupons, invitations, and price lists. The success of direct mail is most effective with existing customers. Ask students to try and name all types of transit advertising. (Write answers on the board.) Then tell them that Transit Advertising includes trains, taxis, and buses, ads on 6

7 public benches, bus stop shelters, kiosks, newsstands, public school buses, subways, train stations, and airline terminals. Transit Ads are economical and have a defined market, usually in urban areas. The Average person will spend 10 years watching television. Television advertising allows companies to direct their advertising messages to audiences with a specific interest. Disadvantages to T.V. ads are their extremely high costs. Super Bowl ads cost an average of 3.25 million dollars. Media planners must be concerned with the correct medium to use, the cost and how to measure overall advertising effectiveness. Advertisements are evaluated by these four key elements. First is the audience; the number of homes or people exposed to the ad is taken into consideration. Then the impression is evaluated by the consumers who hear or see an ad a single time. Ads are also evaluated by the frequency. Knowing the potential audience, how frequently your advertisement will be 7

8 seen or heard, and CPM can tell you whether the rates charged by various media are right for your advertising budget. Verbal Linguistic Logical Mathematical Visual Spatial Musical Rhythmic Bodily Kinesthetic Intrapersonal Interpersonal Naturalist Existentialist Application Guided Practice: Presentation using notes. Have students give examples of companies who use institutional advertising. Example: a major yogurt company advertises yogurt and breast cancer awareness. Discuss infomercials and ask the students if sometimes they thought they were watching a television program instead of an ad. Discuss how infomercials influence their viewers. Discuss what future the students think the infomercial has. Ask students to try and name all types of transit advertising. (Write answers on the board.) Then tell them that Transit Advertising includes trains, taxis, and buses; ads on public benches, bus stop shelters, kiosks, newsstands, public school buses, subways, train stations, and airline terminals. Transit Ads are economical and have a defined market, usually in urban areas. Independent Practice: (Day 1) 1. Television activity- Give students 10 products and have them write down what show/event would advertise them on television. Explain why. 8

9 2. Have students research 5 different companies that they would support who use institutional advertising. Have them explain the companies, the feel good cause and the reasoning behind their company choices. Summary Review: What are the types of Media Advertising? What are the various forms of Print Advertising? What is the difference between product and institutional advertising? How is advertising evaluated? Informal Assessment: Evaluation Instructor will be observant with students during assignments. Instructor will move about the classroom setting, providing feedback and making sure students are participating and on task. Formal Assessment: Develop an Advertising Plan Individual Assignment Written Paper (Day 2-3) Scenario- You are to assume the role of manager of a large clothing store. You are to develop an advertising plan and coordinate an in-store promotion to announce the new line of jeans coming this spring. The jeans are expensive but are endorsed by a 20-something Hollywood super star. Activity- You are to select appropriate advertising media and make suggestions that coordinate your in-store promotion with the selected advertising. You are to present your written ideas to your manager. Evaluation- You will be evaluated on how well you meet the following performance indicators. 1. Explanation of the types of media advertising from which you have to choose 2. Selected media advertising 3. The in-store promotion 4. Demonstrated creativity 5. Attention to detail Extension 9

10 Extension/Enrichment: In class, have the students create a data chart of radio and TV viewing by answering the follow questions. Which radio stations do you regularly listen to? How many hours do you listen to the radio a week? How many radio jingles do you know? How many hours of TV do you watch a week? What is your number one watched TV show? Record the results to a chart and discuss as a class. 10

11 WRITTEN PAPER RUBRIC Student Name: CATEGORY or less Organization Information is very organized with well-constructed paragraphs and subheadings. Information is organized with well-constructed paragraphs. Information is organized, but paragraphs are not well-constructed. The information appears to be disorganized. Quality of Information Information clearly relates to the main topic. It includes several supporting details and/or examples. Information clearly relates to the main topic. It provides 1-2 supporting details and/or examples. Information clearly relates to the main topic. No details and/or examples are given. Information has little or nothing to do with the main topic. Amount of Information All topics are addressed and all questions answered with at least 2 sentences about each. All topics are addressed and most questions answered with at least 2 sentences about each. All topics are addressed, and most questions answered with 1 sentence about each. One or more topics were not addressed. Sources All sources (information and graphics) are accurately documented in the desired format. All sources (information and graphics) are accurately documented, but a few are not in the desired format. All sources (information and graphics) are accurately documented, but many are not in the desired format. Some sources are not accurately documented. Diagrams & Illustrations Diagrams and illustrations are neat, accurate and add to the reader's understanding of the topic. Diagrams and illustrations are accurate and add to the reader's understanding of the topic. Diagrams and illustrations are neat and accurate and sometimes add to the reader's understanding of the topic. Diagrams and illustrations are not accurate OR do not add to the reader's understanding of the topic. 11