Date: June 9, 2021
Lesson Plan
Course: Principles of Marketing
Teacher:
Chapter: 5
Grade: 12
Objectives
At the end of this lesson the students must have:
1.Identify advertising is a means of communication with the users of a product or service.
2. apply advertising in creating a new product or service design and pricing, and promotion
and distribution strategies.
3. integrate the objectives of advertising
Subject Matter
A. Topic
Advertising and Public relations
 Advertising
B. Learning Competency
identify target market and positioning
C. Subject Code
ABM_PM11-IIf-22
D. Reference
Principles of Marketing by Kurtz Boone
E. Materials
Textbook
Chalk and Chalkboard
Handouts
Printed materials
Laptop
Projector
Awareness
1.Students will stand for the opening prayer.
2.Checking of attendance.
3.Review of the lessons previously discussed.
Motivation
4 Pics One Advertising. Pictures will be presented to the class and they have to identify what
industry does this belongs.
Activity
Advertising
Advertising is a means of communication with the users of a product or service.
Advertisements are messages paid for by those who send them and are intended to inform or
influence people who receive them, as defined by the Advertising Association of the UK.
Types of advertising
Broadcast Media
Television and radio are two traditional broadcast media long used in advertising. Television
offers creative opportunities, a dynamic message and wide audience reach. It is typically the
most expensive medium to advertise through, though. Because local affiliated stations normally
serve a wide local audience, you also have to deal with waste when trying to target a small
town marketplace. TV watchers normally have a negative attitude toward commercials and
many have DVRs at their fingertips. Radio and TV both have fleeting messages, meaning they
disappear once the commercial spot ends. Radio is relatively affordable for small businesses
and allows for repetition and frequency. You don't have the visual element of TV and you have
to deal with a distracted audience, since most listeners are driving.
Print Media
Magazines and newspapers are the two traditional print media. Magazines offer a highly
selective audience who is generally interested in ads closely related to the topic of the
magazine. Visual imagery is also stronger in magazines than newspapers. You have little wasted
since magazines are very niche and you can target a narrow customer segment. On the
downside, magazines are costly and require long lead times, which limits timely promotions.
They also have limited audience reach. Newspapers are very affordable for local businesses and
allow you to target a geographic segment if you have a universal product or service.
Newspapers are also viewed as a credible medium, which enhances ad acceptance. You can
usually get an ad placed within a day or two of purchase. Declining circulation, a short shelf life
and limited visual creativity are drawbacks.
Support Media
Support media include several options for message delivery than normally add to or expand
campaigns delivered through more traditional media. Billboards, transits, bus benches, aerial,
directories and trade publications are common support media. Each has pros and cons, but
collectively, they offer ways to reach a wider audience in a local or regional market or to
increase frequency of message exposure to targeted market segments.
Direct Marketing
Direct marketing is an interactive approach to advertising that has picked up in usage in the
early 21st century. It includes direct mail, email and telemarketing. These are direct response
efforts to create an ongoing dialogue or interaction with customers. Weekly or monthly email
newsletters, for instance, allow you to keep your brand, products and other messages in front
of prospects and customers. Telemarketing is a way to survey customers and offer new
products, upgrades or renewals. Direct mail is the most common format of direct marketing
where you send mailers or postcards to targeted customers promoting products, deals or
promotions. Direct marketing has become more prominent because it allows for ease in
tracking customer response rates and helps advertisers better measure return on investment.
Product Placement
Another newer advertising technique is product placement. This is where you offer
compensation to a TV show, movie, video game or theme park to use your product while
entertaining audiences. You could pay a TV show, for instance, to depict your product being
used and discussed positive in a particular scene. This ad method is a way for companies to
integrate ads with entertainment since customers have found ways to avoid messages
delivered through more conventional media.
Internet
The Internet is used by online and offline companies to promote products or services. Banner
ads, pop up ads, text ads and paid search placements are common forms. Banner, pop up and
text ads are ways to present an image or message on a publisher's website or on a number of
websites through a third-party platform like Google's Adwords program. Paid search
placements, also known as cost-per-click advertising, is where you bid a certain amount to
present your link and text message to users of search engines like Google and Yahoo!
Social Media
Businesses can also create different target groups, and send ads on social media platforms to
users that would be most interested in their products and services. Targeting options can
include targeting based on geographic location, buying tendencies, and other consumer
behavior. One effective method of placing social media ads is known as retargeting, which
focuses on website visitors that left without buying a product or service, or without signing up
for some type of free offer like subscribing to a newsletter. Businesses can place a pixel on the
visitor’s browser, and send targeted ads to that visitor as he or she browses other websites.
Sponsored ads work in a similar way to retargeting, but the difference is that businesses pay to
have these ads appear on specific websites that their target audience is likely to visit.
Objectives of Advertising
1. INFORM
2. PERSUADE
3. REMIND
4. SPECIFIC GOALS
Analysis
Asks the students what Advertising
Abstraction
How important is Advertising to an organization or a business venture in evaluating and
making their business?
Application
Individual Presentation. Present an Advertisement having a new product and pricing by
using the objectives of Advertising
Scoring Rubric
Criteria for Judging
General Appearance
a. Costume
b. Props
Stage Presence
a. Confidence
b. Delivery
Marketing Strategy
Convincing Power
Points
20
15
20
20
25
Total: 100 Points
Assessment/Evaluation
Directions: Identify what is asked:
1. What are the objectives of advertising?
2. Give at least 2 types of advertising
Assignment
Instructions: In a ½ Crosswise research the following:
1 . What is Personal Selling?
2 . What are the 4 sales channels?
Score