Assessment Vocabulary Strategies. Advertiser. Describe three types of positions typically found in an advertising agency.

Transcription

1 What is Advertising (1-2 days) (1) The student knows business concepts and explains how business satisfies economic needs. The student is expected to: (A) Categorize business activities as production, marketing, management, or finance; (B) Explain the interdependence each business activity has with marketing; (C) Differentiate the implications of business conduct using advertising examples; What inventions had the greatest impact on advertising? What forms of advertising were used by the earliest civilizations? What role does the advertising agency play in the advertising industry? Describe three types of positions typically found in an advertising agency. Explain why social media is playing a bigger role in advertising today. Describe what it means for an advertisement to be politically correct. Advertiser Advertising Advertising Agency Brand Brand Adv. Consumer Corporate Adv. Green Marketing Industry Trade Groups Infomercial Product Advertising Case Study Lecture Worksheets

2 Consumer Behavior (1-3 Days) (A) Introduce the following five steps of selling: (i) Approach the customer; (ii) Determine needs; (iii) Present the product; (iv) overcome objections (v) Close the sale. (B) Provide information about incoming merchandise to sales staff; (C) Monitor on-floor selling activities (D) Control sales activities to meet sales goals and objectives. What is the difference between need and want? Why should marketers be concerned about the consumer decisionmaking process? What are reasons for modified purchases? What is an effective strategy for selling shopping products? How do buying motives affect consumer purchases? What personal characteristics might influence a consumer s buying decision? Write a postpurchase evaluation for a recent purchase. The evaluation should describe your product expectations and your satisfaction or dissatisfaction with the purchase. Explain the factors that could influence the level of consumer involvement in the buying decision for a product or service. Describe a cultural influence that impacts your buying decisions. -Advertising Campaign -Buying Motives -Consumer Behavior -Convenience Products -Culture -Emotional Motives -Extensive Decision Making -Need -Patronage Motives -Rational Motives -Reference Group -Routine Decision Making -Shopping Products -Specialty Products -Unsought Products Case Study Lecture Worksheets

3 The Basics of Marketing (1-2 Days) (2) The student knows the importance of marketing as well as the functions of marketing. (A-F) (5) The student knows that distribution channel members facilitate the movement of plans. (A-B) (15) The student knows the marketinginformation system. (A-D) Why is marketing an important business function? What are some of the activities related to the product service management function? Why is it important for a business to identify a target market? What are two identifying characteristics of an effective target market? How are psychographics useful to marketers? What steps are involved in Describe how the nine marketing functions might be utilized by a business where you shop. Compare and contrast the concentrated target market strategy and the multiplesegment target marketing. Explain why businesses should pay attention to the demographics of an aging population. -Want -Benefit Segmentation -Customer Profile -Demographics -Geographic Segmentation -Integrated Marketing Communication -Market Segmentation -Market Share -Marketing -Marketing Concept -Marketing Functions -Marketing Mix -Marketing Plan -Mass Marketing -Niche Marketing -Product usage Case Study Lecture Worksheets

4 identifying a market segment? -Psychographics -Target Market Product and Price Planning (1-3 days) (16) The student knows pricing policies, objectives, and strategies. (17) The student knows the elements and processes of product planning. What are the six stages in the new product planning process? What are the stages of the product life style? What factors should a business consider when setting prices? Explain the common pricing objectives used by businesses. If sales are increasing during the growth stage of a product, why do businesses continue to spend heavily on advertising? Select a product that you regularly purchase and recommend ways to improve the packaging and labeling. -Brand Extension -Consumer Credit -Elastic Demand -Inelastic Demand -Intensive Distribution -Licensed Brand -Markdown -Non-price Competition -Obsolescence -Penetration Pricing -Price Competition Lecture Worksheets -Price Equilibrium -Price Skimming

5 Promotion Planning (1-2 days) (17) The student knows the elements and processes of product planning. (18) The student knows that successful marketers must develop, implement, and evaluate a promotional plan. (19 The student knows that advertising occurs as steps in a continuous cycle. What are the steps in the sales process? What is one main purpose of sales promotion? Why is visual merchandising an important element of promotion? How does public relations differ from advertising? What are the steps in developing a promotional plan? Provide an example of when each of the promotional mix elements might be used by a business. Explain the advantages of using advertising as a form of promotion. Discuss why the follow-up is so important in the sales process. Explain why businesses are willing to spend large sums of money to get -Product Life Cycle -Product Line -Product Mix -Trademark -Approach -Close -Demonstration -Direct Marketing -Endorsement -Follow-Up -Personal Selling -Pre-approach -Press Release -Promotion -Promotional Mix -Promotional Plan -Public Relations -Publicity -Sales Promotion -Suggestion Selling Field learning Guest Speakers Case Study Lecture Worksheets UNT/CTE

6 Why do businesses need to develop a promotional mix? celebrity endorsements for their products. -Visual Merchandising Advertising Media (1-3 days) (7) The student knows the nature and scope of advertising marketing. (A-E) 18) The student knows that successful marketers must develop, implement, and evaluate a promotional plan. What are the tradition types of advertising media? What criteria are used to help select advertising media? What are three ways a business can advertise on the internet? What are some alternative forms of advertising media? Describe one advertising media trend Explain why mobile advertising became more popular. List advantages and disadvantages of online advertising. Discuss why leadtime is an important consideration when choosing the type of advertising media to use. Discuss why transit advertising more effective in a large city. -Banner Ad -Blog -Cinema Advertising -Frequency -Lead Time -Media -Mobile Adv. -Online Adv. -Phishing -Pop-up Ad -Product Placement -Reach Online research Role Play Case Study Lecture Worksheets UNT/CTE Facebook Twitter EBay

7 -Search Engine Ad -Social media -Spam -Transit Adv -Aerial Adv Effective Sales Promotion (1-3 days) (15) The student knows the marketinginformation system. (A-D) 18) The student knows that successful marketers must develop, implement, and evaluate a promotional plan (19) The student knows that advertising occurs as steps in a continuous cycle. Why is creativity an important element in advertising? What are some of the desired results of an advertising campaign? What are the steps in the marketing research process? What are some of the benefits and limitations of marketing research? How do sales promotions motivate consumers to make a purchase? Describe one type of consumer sales promotion. Describe one type of trade sales promotion. Explain the difference between a price deal and a rebate. Discuss the role the marketinginformation system plays in the overall marketing research process? -Brainstorming -Coupon -Creative Brief -Deal Loader -Focus Group -Marketing Information System -Premium -Primary Market Research -Push Money -Rebate -Sample Research coupons Case Study Research rebates UNT/CTE

8 Communicating Effective Promotional Messages (1-2 days) (12) The student evaluates and uses information resources to accomplish specific occupational tasks. (A-B) (13) The student develops and delivers formal and informal presentations using appropriate media to engage and inform audiences. (14) The student applies What are the components of the communication process? What are the three purposes of advertising and promotional communication? Why is interpersonal communication an important component of advertising and promotion? What are the 4 C s of communication? What makes an Describe how to use the 4c s model to create advertising messages. How is interpersonal communication different from mass communication? Discuss the difference between encoding and decoding a message. Discuss why mass communication and internet communication has -Sampling -Secondary Market Research -Survey -Synergy -Trade Allowance -Agenda -Communication -Communication Channel -Context -Decoding -Encoding -Feedback -Interpersonal Communication -Involuntary Attention -Mass Internet Research Case Study Internet Research UNT/CTE

9 active listening skills to obtain and clarify information. (A-B) advertising message effective? become popular ways for businesses to deliver messages. Communication -Noise Management of Effective Advertising (1-2 days) 1) The student knows business concepts and explains how business satisfies economic needs. (A-E) (7) The student knows the nature and scope of advertising marketing. (A-E) (18) The student knows that successful marketers must develop, implement, and evaluate a promotional plan. What are the steps in creating an advertising plan? What types of analyses should a business perform when creating an advertising plan? What creative formats can be used to deliver an advertising message? What are some of the important processes in the copywriting and art directing stages of Give an example of a direct-response advertisement you or your family received recently. Describe the purpose of comparison advertising. Provide an actual example of this type of advertising. Discuss the purpose of an advertising plan. -Advertising Plan -Copywriting -Comparison Advertising -Illustration -Image Advertising -Layout -Recall test -Recognition test -Resonance test -Return on Investment Internet Research Case Study Internet Research UNT/CTE

10 creating an advertisement? What are some simple ways to measure advertising effectiveness? -Situational Analysis -SWOT -Storyboard Planning your Future in Advertising (3-5 days) (3) The student knows the impact and value of diversity. (A-B) (4) The student knows how to use selfdevelopment techniques and interpersonal skills to accomplish marketing objectives. (8) The student knows that a career in advertising marketing requires knowledge of demographics. How can you know if a career in advertising is for you? What are some soft skills required of those working in advertising? What are some employer expectations of employees? What are some basic employee rights? What are three leadership qualities? Discuss the importance for a team leader to empower a team member. Explain why companies prefer employees that take initiative. Discuss the problem solving skills that are essential for an advertising career. -Career Portfolio -Corporate Culture -Discrimination -Empowering -Harassment -Information Interview -Leadership -Mentor -Multifaceted -Networking Internet Research Case Study Internet Research UNT/CTE

11 (9) The student analyzes that a career in advertising marketing requires knowledge of the industry. -Punctual -Skill Set -Soft Skills -Team

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