NORTHERN VALLEY SCHOOLS Office of Curriculum and Instruction. RELATED ARTS DEPARTMENT Business Education Demarest and Old Tappan ADVERTISING

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1 NORTHERN VALLEY SCHOOLS Office of Curriculum and Instruction RELATED ARTS DEPARTMENT Business Education Demarest and Old Tappan ADVERTISING GRADES Page No. Affirmative Action Statement i UNIT I Promotion l UNIT II Advertising Media 3 UNIT III Elements of Advertising 5 Textbook: Marketing Essentials, Farese, 2002, Glencoe 6/05

2 Affirmative Action Statement Today our society consists of individuals representing numerous ethnic and cultural backgrounds. Through the examination and hands-on-applications of the various advertising media, students will become aware of the importance of recognizing and addressing this diversity from an advertising perspective. General Course Goals: Introduction Show evidence of a basic understanding of promotion and advertising. Define the four basic advertising media. Demonstrate the ability to create various types of advertising media. Show evidence of an ability to demonstrate creative thinking skills. Show evidence of understanding the variety of advertising related career opportunities. i

3 UNIT I Promotion (@ Five Weeks) Describe the four basic types of promotion. Understand the concept of the promotional mix. Understand the importance of branding. 1. What is promotion? 2. What is a promotional mix? 3. What are the four brand categories? 1. Define promotion. 2. Identify the types of promotion. 3. Understand the concept of promotional mix. Role of promotion Advertising, publicity, sales promotion, personal selling Careers in Promotion Textbook Role playing Case study Cooperative learning Internet activities Unit test Quizzes participation Evaluating homework Class Projects B.1, D D B A.2,3; 12.B A.1,3,4; 12.B.2,3; 12.C.1,2; 12.D.1,5; 12.E.5,6; 12.F A.1,5,6,8,9; 12.B.1,3,4,6,7,9,11,12 4. Understand the use of brands. Brand name, brand mark, trade character, trade mark edition of Wall Street Journal Advertising Age Oral presentation Critique by fellow classmates and instructor C.1,2 5. Create original promotional mix for new business enterprise. Design a promotional mix to include sales promotion, personal selling, advertising, and publicity Internet, text, magazines and newspapers Graphic Design 1

4 UNIT II Advertising Media Six Weeks) General Introduction Understand the purpose and effectiveness of advertising. Describe the various types of media and their costs. Understand media selection criteria. Evaluate various advertising media through the decades. 1. What is the purpose of advertising? 2. What are the four general categories of advertising media? 3. How are media costs determined? 4. How has society and culture impacted various media types? 1. Define the purpose of advertising. 2. Identify the types of media 3. Explain Media costs. 4. Understand how to select promotional media. 5. Identify how cultural and societal changes influence various media types Promotional advertising Institutional Advertising Ethics of Advertising Print Broadcast Specialty Other media types Internet Advertising Newspaper Rates Magazine Rates Broadcast Rates Other Media Rates Criteria for media Selection Investigate, view, analyze, and critique changes in media through the decades School store Textbook Hands-on applications Case Study Cooperative learning Internet activities Web Quest edition of Wall Street Journal Video History of Advertising Icons Clios Textbook, Sitcoms, Media from various decades Unit Test Quizzes Participation Evaluating Homework Class projects Group presentation of specific decade Class discussion and comparison of social implications A.1,2; 12.B B.2,3,4, A.1,3,2,6,8; 12.C A1,2,3,5; 12.B.2,4, A.1,2,4; 12.C2; 12.E.1,4,5,6 School Store Window 2

5 UNIT III Elements of Advertising Weeks) Understand the role of advertising agencies. Recognize the components related to the various advertising media. Create original advertisements. 1. What are the various services provided by an advertising agency? 2. What are the components related to the different types of advertising media? 3. What are the elements necessary to develop an original advertising layout? 1. Understand the role of an advertising agency. 2 Create original ad campaign for new product. 3. Research and design a computer generated infomercial. Media services Research services Client services Creative services Careers in advertising agencies Creation of various advertising media Prototype of product Research on the Internet School Store Guest speaker Field trips Internet Group Work, Internet, current events, magazine and newspaper Internet, Teacher Video Unit Test participation Class presentation Teacher created rubric Teacher evaluation of project D2,3, D B A.1,5-9; 12.B.1,2,4,7,.9, 11, A.2; 12.B.1,2, 3, 6; 12.C.1,2, A.1,2,3,5; 12.B.1, A1,2, 3,4; 12.B.3; 12.C.2; 12.D.1,5; 12.E.6 3