Lesson Plan. Preparation

Transcription

1 Advertising Practicum in Marketing Dynamics Marketing Lesson Plan Performance Objective Upon completion of this lesson, each student will understand what advertising is and how. Specific Objective Students will acquire an understanding of the scope and nature of the sales process. Students will understand the role that employees play in the sales process. Students will be able to diagram the sales process and identify techniques that enhance customer relationships. Students will prepare and deliver sales presentations. Terms Promotional advertising- Advertising is created to increase sales. Advertising campaign- Creating and coordinating advertisements that revolves around the same theme, for release in both print and broadcast media. Broadcast media- Advertising that is done on radio or television Print media- All forms of written advertising Cooperative advertising- Arrangement made by a supplier and a local company to split the expenses of advertising campaigns. Time When taught as written, this lesson should take three to four days to teach. Preparation TEKS Correlations: This lesson, as published, correlates to the TEKS listed immediately below. Any changes/alterations to the activities may result in the elimination of any or all of the TEKS listed Practicum in Marketing Dynamics (c) Knowledge and skills. (22) The student knows that advertising is the paid form of nonpersonal communication of an identified sponsor s product. The student is expected to: (A) calculated the cost-effectiveness of media; and (B) create an advertising campaign. (23) The students know that the physical environment of a business should project a positive image. The student is expected to: (A) evaluate image; and 1

2 (B) analyze factors involved in facilities design, maintenance, and improvement. (25) The student knows that sales promotion activities or materials offer customers a direct incentive to buy. The student is expected to: (A) catalog examples of sales promotion materials; and (B) analyze how sales promotion materials encourage sales. (33) The student demonstrates mathematics knowledge and skills required to pursue the fullrange of postsecondary education and career opportunities. The student is expected to: (D) construct charts, tables, and graphs from functions and data. Interdisciplinary Correlations: English I, II, III (b) Knowledge and skills. (15) Writing/Expository and Procedural Texts. Students write expository and procedural or workrelated texts to communicate ideas and information to specific audiences for specific purposes. Students are expected to: (B) write procedural or work-related documents (e.g., instructions, s, correspondence, memos, project plans) that include: (i) organized and accurately conveyed information; and (ii) reader-friendly formatting techniques; Occupational Correlation (O*Net Job Title: Advertising and Promotions Manager O*Net Number: Reported Job Titles: Account Executive, Advertising Director, Advertising Manager, Advertising Sales Manager, Classified Advertising Manager, Marketing and Promotions Manager, Marketing Director, Marketing Manager, Promotions Director, Retail Advertising Sales Manager Tasks: Inspect layouts and advertising copy and edit scripts, audio and video tapes, and other promotional material for adherence to specifications. Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments and advertising agencies. Monitor and analyze sales promotion results to determine cost effectiveness of promotion campaigns. Coordinate with the media to disseminate advertising. Soft Skills: Active Listening, Social Perception, Speaking, Time Management, Critical Thinking 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 (cte.unt.edu). References: Textbook: Kimbrell, G., & Woloszyk, C. A. (2005). Marketing Essentials. Woodland Hills: McGraw-Hill Companies. 2

3 Online: Instructional Aids Textbook Lesson Presentation Instructor Computer/Projection Unit Online Websites Introduction The main purpose of this lesson is to help students understand: Advertising Ask students if they understand the elements of an advertising campaign. Ask students if they understand how promotional activities play a role in product sales. Outline MI Outline Notes I. Terms Promotional advertising- Advertising is created to increase sales Advertising campaign- Creating and coordinating advertisements that revolve around the same theme, for release in both print and broadcast media Broadcast media- Advertising that is done on radio or television. Print media- All forms of written advertising Cooperative advertising- Arrangement made by a supplier and a local company to split the expenses of advertising campaigns Use presentation as visual aide. Have students record vocabulary terms and meanings. Discuss types of media using presentation notes. II. Types of Media A. Print B. Broadcast C. Online D. Specialty 3

4 III. Advertising campaign costs A. Promotional Budget IV. Cooperative Advertising A. Cost-sharing B. Promotional materials C. Additional sales V. Print Advertisements A. Headline B. Copy C. Illustration D. Signature VI. Guided Practice Discuss campaign design and costs using presentation notes. Discuss benefits of cooperative advertising using presentation notes. Discuss elements of print advertisements. Allow 20 to 30 minutes for students to complete guided practice. Students will need up to three days to complete independent practice and formal assessment. VII. Independent Practice Multiple Intelligences Guide Existentialist Interpersonal Intrapersonal Kinesthetic/ Bodily Logical/ Mathematical Musical/Rhythmic Naturalist Verbal/Linguistic Visual/Spatial Application Guided Practice Students will look through newspapers, magazine ads, direct mail, or online to find examples of cooperative advertising. When students find examples, they will identify additional sales promotion materials within the examples. Students will share findings with the class. Independent Practice Students will create an advertising plan by selecting a product, writing a report identifying media choices, target audiences, and ideas for a theme or slogans. Students will also create a chart, table, or graph to illustrate the projected costs associated with advertising plan. 4

5 Summary Review 1. What are the elements of a print ad? 2. Why are the benefits of cooperative advertising? 3. Identify types of media and an example for each. Evaluation Informal Assessment Teacher will evaluate student participation throughout the discussion process and contribution to the guided practice activity. Teacher will observe students by walking the classroom during research time and discussions. Students can be evaluated on the Independent Practice Assignment. Formal Assessment Students will be evaluated on the Ad Proposal Project using the attached rubric. Enrichment Extension Integrate writing skills: Students will develop a broadcast script to advertise a product on the radio. 5

6 AD PROPOSAL PROJECT Objective: You and your team will work as an advertising company to create an advertising campaign to promote a product of choice. Details: The company seeks a relevant advertising campaign that will persuade teenagers to purchase the product. The committee is looking for print and broadcast media ads that creatively convey new product uses. They would also like a sketch of a visual merchandising display idea for the product. Your team will have up to 5 minutes to professionally pitch your ideas and show off your creative materials to a selection committee (classmates). Project Steps: Submit team name and product Create theme/slogan Produce both a broadcast script and type of print ad Create store display sketch or mock Prepare and practice for presentation Present campaign to class 6

7 AD PROPOSAL PROJECT RUBRIC CATEGORY 21 to 25 points 16 to 20 points 11 to 15 points 0 to 10 points Makes excellent use of Attractiveness font, color, graphics, of print ad effects, etc. to enhance the ad. Makes good use of font, color, graphics, effects, etc. to enhance to ad. Makes use of some font, color, graphics, effects, etc. but occasionally these detract from the content. Did not use fonts, colors, graphics, effects etc. to enhance the content. Mechanics of script No misspellings or grammatical errors. Three or fewer misspellings and/or mechanical errors.. Four misspellings and/or grammatical errors. More than 4 errors in spelling or grammar. Creativity of content Slogan is creative and matches target audience. Subject knowledge on product is excellent. Includes essential knowledge about the product. Subject knowledge appears to be good. Includes essential information about the product but there are 1-2 factual errors. Content is minimal OR there are several factual errors. Delivery Presentation was practiced, all elements were included, and students were well prepared. Presentation was Presentation was practiced, most practiced, many elements were included, elements were missing, and student seemed and students seemed somewhat prepared. less than prepared. Presentation was not practices, many or all elements were missing, and students seemed unprepared. Total Points Earned Total Score Maximum 100 Points 7