3.1 Promotional and Distribution Channels
Advertising and Sales Promotion
Marketing
Lesson Plan
Performance Objective
Students will identify the channels of distribution in relation to an advertising marketing plan.
Specific Objective
• Explain channels of distribution for advertising marketing plans
• Describe activities for each channel member
• Identify components of the promotional mix
• Demonstrate visual merchandising techniques
• Analyze promotional plan for effectiveness
Terms
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Distribution – methods used to get goods from a business to a customer
Channel of Distribution – path products and services use to move from the producer to the consumer
Direct channel – distribution method which producers sell directly to final consumers
Indirect channel – distribution method involving intermediaries that move product from producer to
consumer
Promotion – communication used by a business to create a favorable impression of its products or
services
Promotional mix – combination of advertising, public relations, personal selling, and sales promotion
used to reach a business’s target market
Promotional plan – outline of how all of the elements in the promotional plan will work together to
reach the target market
Advertising – paid form of communication intended to inform, persuade, and remind an audience to
take some kind of action
Personal selling – face-to-face communication between the buyer and seller that attempts to influence
the buying decision
Visual merchandising – the process of displaying products in a way that makes them appealing and
enticing to customers
Time
When taught as written, this lesson should take approximately two days to teach.
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1
Preparation
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.
130.342. (c) Knowledge and Skills
(5) The student know that distribution channel members facilitate the movement of plans.
(a) explain channels of distribution for advertising marketing plans
(b) describe activities of each channel member
(18) The student knows that successful marketers must develop, implement, and evaluate a
promotional plan.
(a) identify components of the promotional mix such as advertising, visual merchandising, and
personal selling
(b) demonstrate visual merchandising and personal techniques for advertising marketing goods,
services or ideas
(c) analyze a promotional plan for effectiveness
Interdisciplinary Correlations:
English-English I
• 110.31(b)(1). Reading/Vocabulary Development. Students understand new vocabulary and use it
when reading and writing.
• 110.3(b)(11). Reading/Comprehension of informational text/procedural texts. Students understand
how to glean and use information in procedural texts and documents.
Math-Algebra I
• 111.32(b)(1)(C). Interpret and make decisions, predictions, and critical judgments from functional
relationships.
Social Studies-World Geography
113.34(c)(20)(A) Describe the impact of new technologies, new markets, and revised perceptions of
resources.
Occupational Correlation (O*Net – www.onetonline.org/):
Job Title: Advertising and Promotions Manager
O*Net Number: 11-2011.00
Reported Job Titles: Advertising Manager, Promotions Director, Advertising Director, Classified Advertising
Manager, Marketing Director
Tasks:
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Inspect layouts and advertising copy and edit scripts, audio and video tapes, and other promotional
material for adherence to specifications.
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Plan and prepare advertising and promotional material to increase sales of products or services,
working with customers, company officials, sales departments and advertising agencies.
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Gather and organize information to plan advertising campaigns.
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Confer with clients to provide marketing or technical advice.
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Direct, motivate, and monitor the mobilization of a campaign team to advance campaign goals.
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Confer with department heads or staff to discuss topics such as contracts, selection of advertising
media, or product to be advertised.
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Prepare budgets and submit estimates for program costs as part of campaign plan development.
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Prepare and negotiate advertising and sales contracts.
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Plan and execute advertising policies and strategies for organizations.
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Assist with annual budget development.
Soft Skills: Reading Comprehension, Active Listening, Critical Thinking, Complex Problem Solving
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).
Preparation
• Review and familiarize yourself with the terminology,
• Have materials ready prior to the start of the lesson.
References:
Online
Onetonline.org
Instructional Aids
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Textbook
Lesson Presentation
Instructor Computer/Projection Unit
Online Websites
Introduction
The main purposes of this lesson is to help students understand
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channels of distribution for advertising marketing plans
the activities for each channel member
Identify components of the promotional mix
visual merchandising techniques
Ask students if they know the purpose and importance of a budget for an advertising campaign.
Ask students if they know why it is important to develop a workable budget for an advertising
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campaign.
MI
Outline
I.
Terms
• Distribution
• Channel of Distribution
• Direct channel
• Indirect channel
• Promotion
• Promotional mix
• Promotional plan
• Advertising
• Personal selling
• Visual merchandising
Notes
Use presentation as visual aide
Have students write vocabulary
terms and meanings
II.
Distribution
a.
Channels of Distribution
b.
Channel Options
Discuss each area utilizing the
resources suggested to support
these elements
III.
Channel Members
a. Producers
b. Retailers
c. Wholesalers
d. Warehouse
e. Agents and brokers
f. Consumers
Channel Options
a. Direct Channels
b. Indirect Channels
Discuss each area utilizing the
resources suggested to support
these elements
Promotional Mix
a. Advertising
b. Sales promotion
c. Personal selling
d. Public relations
Visual Merchandising
a. Window displays
b. Interior displays
c. Signage
Promotional Plan
a. Target market
b. Objectives
c. Budget
d. Promotional mix
e. Implement and Evaluate
Discuss each area utilizing the
resources suggested to support
these elements
IV.
V.
VI.
VII.
Discuss each area utilizing the
resources suggested to support
these elements
Discuss each area utilizing the
resources suggested to support
these elements
Discuss each area utilizing the
resources suggested to support
these elements
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VIII.
Independent Practice
Allow students 20 minutes to
a. Assign students to groups
complete this task
b. Assign each group member one channel
member
c. Allow students to discuss and organize channel
members into various channels of distribution
and explain the significance of each
arrangement in a business situation
Multiple Intelligences Guide
Existentialist
Interpersonal
Intrapersonal
Kinesthetic/
Bodily
Logical/
Mathematical
Musical/Rhythmic
Naturalist
Verbal/Linguistic
Visual/Spatial
Application
Guided Practice
Students will work in pairs to research and identify the pros and cons of each type of budget method. They will include
at least two pros and cons for each method. They will create a flyer depicting these findings and share with the class.
Independent Practice
Assign students the four traditional promotion mix components and ask them to identify an example of
each. They should discuss their choices in small groups to compare different forms of each promotion
element.
Summary
Review
1. Why are different channels of distribution used for various businesses?
2. What are the components of the promotional mix?
3. Identify the channel members in distribution.
Evaluation
Informal Assessment
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Student participation throughout the discussion process and contribution to the guided practice activity.
Teacher will observe students by walking the classroom during each activity.
Formal Assessment
Students will be evaluated on their Visual Merchandising Project using the Assigned Rubric.
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Enrichment
Extension
Integrate math skills: Have students calculate a company’s promotional budget using a percentage of sales
method.
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3.1 Promotional and Distribution Channels
Advertising and Sales Promotion
Marketing
Students may work in pairs or independently to design and construct a visual merchandising window display.
Identify a business or type of business to create a promotional visual merchandising display for. Include the
following components:
1. A theme
2. Props displayed to enhance theme
3. Focus on target market
4. Eye appealing and creative
5. Incorporate the entire space (don’t leave holes)
6. Merchandising criteria
The windows will be presented to the class and should include a one page description of the purpose for
merchandising and elements included to enhance the product being promoted.
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3.1 Promotional and Distribution Channels
Advertising and Sales Promotion
Marketing
Rubric
Categories
Merchandising
Display
Target Market
Relevance
Presentation of
Window
Written
Explanation
20
Complete well
designed with all
merchandising
elements included
and beyond
Meets the demands
of the desired target
market
15
Complete well
designed with all
merchandising
elements
10
Complete with
most
merchandising
elements
5 or less
Missing one or
more
merchandising
elements
Contains some
components
relevant to the
target market
Depicts
merchandise in an
appropriate manner
Contains little
relevance to the
target market
Lacks focus on the
target market
Merchandise is
used in the
display but has
little relevance to
the overall display
Has limited
knowledge of
window
components and
purpose
Merchandise and
relevance are
lacking in the
display
Explanation of
window with 1-2
errors
Explanation of
window with 3 or
more errors.
Depicts the
merchandise in an
appropriate manner
to satisfy business
goals
Speaks clearly,
Has knowledge of
stands straight and
window
makes eye contact
components and
and is
purpose
knowledgeable
about the window
content and purpose
Complete
Explanation of
explanation of
window with no
merchandising with errors
no errors
Total Points: __________
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Has little
knowledge of
window
components and
purpose