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 e-mail 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
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1
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.
130.112 (c) (13) The student knows that advertising is the paid form of nonpersonal
communication about an identified sponsor’s products.
130.112 (c)(13)(A) List types of advertising media;
130.112 (c)(13)(B) Differentiate between product and institutional advertising; and
130.112 (c)(13)(C) Identify and evaluate elements of an advertisement
Interdisciplinary Correlations:
English:
110.33(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.
110.33(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.
110.33(b)(1)(C) – Reading/Vocabulary Development
…infer word meaning through the identification and analysis of analogies and other
word relationships.
110.33(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.
110.33(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.
110.33(b)(12)(A) – Reading/Media Literacy
…evaluate how messages presented in media reflect social and cultural views in ways
different from traditional texts.
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2
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.
110.33(b)(12)(C) – Reading/Media Literacy
…evaluate the objectivity of coverage of the same event in various types of media.
110.33(b)(12)(D) – Reading/Media Literacy
…evaluate changes in formality and tone across various media for different audiences
and purposes.
Occupational Correlation (O*Net – www.onetonline.org/ )
Job Title: Search Marketing Strategists
O*Net Number: 15-1199.10
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, email 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 –
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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.
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MI
Outline
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)
Notes to Instructor
(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
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5
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
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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
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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.
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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?
Evaluation
Informal Assessment:
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.
2.
3.
4.
5.
Explanation of the types of media advertising from which you have to choose
Selected media advertising
The in-store promotion
Demonstrated creativity
Attention to detail
Extension
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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.
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WRITTEN PAPER RUBRIC
Student Name: _______________________________
CATEGORY
20
15
10
5 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 12 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.
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