Unit Overview This unit is designed to have the students explore and create components of the promotional mix.
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1 Unit 4: Promotion Content Area: Business Course(s): Marketing Time Period: 4th Marking Period Length: 10 Weeks Status: Published Unit Overview This unit is designed to have the students explore and create components of the promotional mix. Transfer Students will be able to identify the components of the promotional mix and apply effective strategies for the creation of visual merchandising and print media. Meaning Understandings Students will understand the promotional mix concept 2. trade and consumer sales promotions 3. the nature and scope of public relations 4. the elements of visual merchandising and the artistic aspects of creating a display 5. the purpose and importance of advertising 6. the different types of advertising media
2 7. how media costs are calculated 8. the components of a print ad Essential Questions 1. What are the five basic types of promotion? 2. What is the difference between trade promotions and consumer sales promotions? 3. What is the purpose of visual merchandising? 4. What are the key elements of visual merchandising? 5. What role do visual merchandisers play on the marketing team? 6. What artistic elements function in display design? 7. What is advertising? 8. What are the four main categories of advertising media? 9. What factors affect advertising rates? 10. What are the elements of a print advertisement? Application of Knowledge and Skill Students will know... Students will know the promotional mix concept
3 2. trade and consumer sales promotions 3. the nature and scope of public relations 4. the elements of visual merchandising and the artistic aspects of creating a display 5. the purpose and importance of advertising 6. the different types of advertising media 7. how media costs are calculated 8. the components of a print ad Students will be skilled at... Students will be able to Explain the role of promotion as a marketing function 2. Identify the elements of the promotional mix 3. Develop sales promotional plans 4. Analyze the use of specialty promotion 5. Explain the use of visual merchandising to create an image 6. Identify the types of display arrangements 7. Discuss the relationship of visual merchandising and merchandising 8. Prepare a visual merchandising display 9. Explore the types of advertising media 10. Calculate media costs
4 Academic Vocabulary Promotion Product Promotion Institutional Promotion Advertising Direct marketing Sales Promotion Public Relations News Release Publicicty Promotional mix Push Policy Pull Policy Sales Promotions Trade Promotions Consumer Promotions Coupons Premiums Incentives Promotional Tie-ins Visual Merchandising Display Storefront Marquee
5 Store Layout Fixtures Point-of-Purchase Displays Kiosk Color Wheel Complimentary Colors Adjacent Colors Triadic Colors Focal Point Proportion Formal Balance Informal Balance Promotional Advertising Institutional Advertising Media Print Media Transit Advertising Broadcast Media Online Advertising Specialty Media Media Planning Audience Impression Frequency
6 Cost per Thousand Advertising Campaign Advertising Agencies Headline Copy Illustration Clip Art Signature Slogan Ad Layout Advertising Proof Learning Goal 1 Students will be able to identify and explain promotional concepts and strategies. Students will be able to identify and explain promotional concepts and strategies.. CRP.K-12.CRP2 CRP.K-12.CRP5 CRP.K-12.CRP4 TECH TECH A TECH B TECH D CRP.K-12.CRP1 CRP.K-12.CRP6 Apply appropriate academic and technical skills. Consider the environmental, social and economic impacts of decisions. Communicate clearly and effectively and with reason. All students will use digital tools to access, manage, evaluate, and synthesize information in order to solve problems individually and collaborate and to create and communicate knowledge. Students demonstrate a sound understanding of technology concepts, systems and operations. Students demonstrate creative thinking, construct knowledge and develop innovative products and process using technology. Students understand human, cultural, and societal issues related to technology and practice legal and ethical behavior. Act as a responsible and contributing citizen and employee. Demonstrate creativity and innovation.
7 CRP.K-12.CRP12 Work productively in teams while using cultural global competence. Target 1 Students will be able to identify the elements in the promotional mix. Students will be able to identify the elements in the promotional mix.. Target 2 Students will be able to differentiate the types of sales promotions in the promotional mix. Students will be able to differentiate the types of sales promotions in the promotional mix.. Learning Goal 2 Students will be able to effectively create a visual merchandising display. Students will be able to effectively create a visual merchandising diplay.. CRP.K-12.CRP2 CAEP C.3 CRP.K-12.CRP5 CRP.K-12.CRP4 TECH TECH A TECH D TECH F CRP.K-12.CRP11 CRP.K-12.CRP9 CRP.K-12.CRP8 CRP.K-12.CRP7 CRP.K-12.CRP1 CRP.K-12.CRP6 Apply appropriate academic and technical skills. Identify transferable career skills and design alternate career plans. Consider the environmental, social and economic impacts of decisions. Communicate clearly and effectively and with reason. All students will use digital tools to access, manage, evaluate, and synthesize information in order to solve problems individually and collaborate and to create and communicate knowledge. Students demonstrate a sound understanding of technology concepts, systems and operations. Students understand human, cultural, and societal issues related to technology and practice legal and ethical behavior. Students use critical thinking skills to plan and conduct research, manage projects, solve problems, and make informed decisions using appropriate digital tools and resources. Use technology to enhance productivity. Model integrity, ethical leadership and effective management. Utilize critical thinking to make sense of problems and persevere in solving them. Employ valid and reliable research strategies. Act as a responsible and contributing citizen and employee. Demonstrate creativity and innovation.
8 CRP.K-12.CRP12 Work productively in teams while using cultural global competence. Target 1 Students will be able to explain the use of visual merchandising to create an image. Students will be able to explain the use of visual merchandising to create an image.. Target 2 Students will be able to prepare and maintain a visual merchandising display. Students will be able to prepare and maintain a visual merchandising display.. Learning Goal 3 Students will be able identify the types of advertising media and the methods used to calculate rates. Students will be able identify the types of advertising media and the methods used to calculate rates.. CRP.K-12.CRP2 CRP.K-12.CRP5 CRP.K-12.CRP4 TECH TECH F CAEP C.9 Apply appropriate academic and technical skills. Consider the environmental, social and economic impacts of decisions. Communicate clearly and effectively and with reason. All students will use digital tools to access, manage, evaluate, and synthesize information in order to solve problems individually and collaborate and to create and communicate knowledge. Students use critical thinking skills to plan and conduct research, manage projects, solve problems, and make informed decisions using appropriate digital tools and resources. Analyze the correlation between personal and financial behavior and employability. Target 1 Students will be able to explain the different types of advertising media. Students will be able to explain the different types of advertising media.. Target 2
9 Students will be able to explain the ways in which media costs are calculated. Students will be able to explain the ways in which media costs are calculated.. Learning Goal 4 Students will be able to develop print advertisements designed towards a specific target audience. Students will be able to develop print advertisements designed towards a specific target audience.. CRP.K-12.CRP2 CRP.K-12.CRP5 CRP.K-12.CRP4 TECH TECH A TECH C TECH D CRP.K-12.CRP11 CRP.K-12.CRP8 CRP.K-12.CRP1 CRP.K-12.CRP6 CRP.K-12.CRP12 Apply appropriate academic and technical skills. Consider the environmental, social and economic impacts of decisions. Communicate clearly and effectively and with reason. All students will use digital tools to access, manage, evaluate, and synthesize information in order to solve problems individually and collaborate and to create and communicate knowledge. Students demonstrate a sound understanding of technology concepts, systems and operations. Students use digital media and environments to communicate and work collaboratively, including at a distance, to support individual learning and contribute to the learning of others. Students understand human, cultural, and societal issues related to technology and practice legal and ethical behavior. Use technology to enhance productivity. Utilize critical thinking to make sense of problems and persevere in solving them. Act as a responsible and contributing citizen and employee. Demonstrate creativity and innovation. Work productively in teams while using cultural global competence. Target 1 Students will be able to identify the components of a print advertisement. Students will be able to identify the components of a print advertisement.. Target 2 Students will be able to apply creativity in developing a print advertisement.
10 Students will be able to apply creativity in developing a print advertisement.. Summative Assessment Unit Assessment will be created and will count as the Marking Period 4 Benchmark. In addition, there will be other assessments in the form of projects, pen and paper tests, and quizzes. Unit Assessment will be created and will count as the Marking Period 4 Benchmark. In addition, there will be other assessments in the form of projects, pen and paper tests, and quizzes.. Formative Assessment and Performance Opportunities Worksheets PowerPoint Discussions Homework and Classwork Activities Group Activities In Class Discussion Do Nows and Closures Class Polling Observation Test and Quizzes Differentiation/Enrichment Differentiaton: All instruction, labs, activities, and assessments will be modified and enhanced to adhere to individual student's IEPs and 504s. As well differentiated classroom management strategies will be utilized as to adhere to these students individual plans as well. Enrichment:
11 DECA enrichment activities are available. Role plays and tests are available in class and online at Unit Resources Teacher generated Power Points, Notes, Projects and Worksheets Textbooks Internet Resources Computer Based Activities Document Projector Overhead Projector Vocabulary Workbooks
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