Researching Advertising
Skill Set: Promotion
TOPIC OR UNIT OF STUDY
Advertising Budgeting
CONTENT STANDARD(S) AND OBJECTIVE(S)
Students will
 analyze various types of advertising media.
 select the appropriate media for the target market.
 assess the effectiveness of an advertising campaign.
 describe the purpose of an advertising budget.
 determine methods of budgeting for advertising.
 compute media costs.
 develop an advertising budget.
 develop an advertising schedule.
 examine the role of advertising as an investment.
 predict placement costs for print, Internet, and broadcast advertisements.
INTRODUCTION
Advertising budgeting is very important for students to learn. It is important for students to understand
the need for budgeting, and why it is so important for businesses to create an advertising budget that
works best for them. Often times, students don’t see the need for budgeting their money. This lesson
would not only teach them the importance of advertising budgeting, but it would also relate to their
own personal finances; therefore, integrating a topic (advertising budgeting) to a real-life scenario that
most students face.
ESSENTIAL QUESTION
What is the purpose of an advertising budget?
INTEGRATION OF ACADEMICS, TECHNOLOGY, ENTREPRENEURSHIP
A mini lesson would accompany this project to ensure students know the advertising terminology that is
found within this lesson.
As the facilitator of this PBL, I would constantly ask students if they needed help and check for student
understanding of the task at hand.
Students will be asked to read through an extensive amount of research to find specific information
about target markets, budgeting, and media costs. This provides opportunity for reading to take place.
Students will be asked to take notes from their research. This would integrate writing into the PBL.
Writing is also incorporated into the culminating activity because students must write a one page paper
to show their understanding of the purpose of an advertising budget.
The students will be using a lot of technology within this PBL. For students to conduct research, they
must use a computer with Internet access. Students will use Excel and Word to create and compute
media costs, create an advertising budget, and the other various tasks within this lesson.
Students will be computing media costs and budgets; therefore, this project would integrate
mathematics and problem solving strategies.
Students will be making decisions and using problem solving techniques that are seen within
entrepreneurship or a management position.
STUDENT INVOLVEMENT IN PLANNING PROCESS
The PBL will be student-centered.
Students will have ownership of their learning.
Students will discuss as group the problems they are having completing the project.
Students will have the responsibility to complete his/her work for the project.
Students will be engaged in critical thinking, problem solving, inquiry learning, peer-to-peer learning,
and group/class discussions.
Students will create and assess a survey.
TASK(S)
 Analyze various types of advertising media (research conducted in previous projects)
 Research target markets
 Conduct a study/survey within the community to determine the appropriate media for the
community (the community will be the target market) (The survey from the previous project
can be used here to conclude the appropriate media)
 Evaluate surveys
 Conclude the appropriate media for your target market
 Discuss your findings and conclusions with the class
 Research methods of budgeting for advertising
 Create a bulleted list depicting methods of budgeting for advertising (use Microsoft Word)
 Research media costs
 Define media costs
 Record media costs in an Excel Worksheet
 Compute total media costs using formulas in Excel
 Research advertising budgeting
 Define advertising budgeting
 Develop an advertising budget in an Excel Worksheet
 Define advertising schedule
 Examine sample advertising schedules
 Develop an advertising schedule (using Excel or Word)
 Research the role of advertising as an investment
 Examine the role of advertising as an investment
 Discuss your findings of advertising as an investment with the class
 Research placement costs for print, Internet, and broadcast advertisements
 Predict placement costs for print, Internet, and broadcast advertisements
 Discuss your predictions with the class
 Develop a one-page paper describing the purpose of an advertising budget (use Word and be
sure to include specific details from your research)
RESOURCES
Computer, Internet, Microsoft Word, Excel, projector, printed copies of the project, surveys, local
companies/business, marketing/advertising books, pencils, paper
TECHNOLOGY USE
Computer, Internet, Microsoft Word, Excel, PowerPoint, projector, Internet websites’
Analyzing Advertising
http://www.medialit.org/reading-room/how-analyze-advertisement
http://www.logiclabinc.com/analyzing-advertising.html
Target Markets
http://www.justasktom.com/topic/marketing/how-select-right-media
Advertising Budget
http://www.myprofessionaladvertising.com/Advertising%20Budgeting.htm
Developing an Advertising Budget
http://www.orwig.net/articles/ad_budget/ad_budget.html
http://www.entrepreneur.com/advertising/adcolumnistroyhwilliams/article54436.html
http://tutor2u.net/business/marketing/promotion_advertising_budget.asp
Excel Templates for Creating an Advertising Budget
http://office.microsoft.com/en-us/templates/marketing-budget-plan-TC001145556.aspx
Definition of an Advertising Schedule
http://www.businessdictionary.com/definition/media-schedule.html
Advertising Schedule
http://www.myadbase.com/cgi-bin/guide.cgi?page=how_to_plan_your_advertising_schedule
http://www.smalltownmarketing.com/adschedule.html
Sample Advertising Schedules
http://www.nh.gov/dot/org/projectdevelopment/planning/documents/AdYr1.pdf
http://www.aot.state.vt.us/conadmin/Documents/AnticipatedAdvertisingSchedule.pdf
http://www.ucop.edu/facil/fmc/facilman/volume5/figure2.pdf
Advertising as an Investment
http://ohioline.osu.edu/cd-fact/1276.html
http://www.surewestdirectories.com/Advertising/index.html
http://www.investorideas.com/Advertise
Placement costs
http://www.o-a.com/archive/0307/7408.html
Creation of Effective Marketing Surveys:
http://www.ehow.com/how_8597_create-market-survey.html
http://www.thewritemarket.com/marketing/index.php?marketing=survey-design
Definitions:
http://www.businessdictionary.com
EVALUATION
Each class period, I would check for student understanding with a series of question/answer sessions. If
students seem to be responding correctly, then I would direct students to move on to the next task. If
students’ answers are not what I expected then I would redirect them and guide them to look at it from
a different prospective. This would provide students with guidance to gain the required knowledge
from the project.
I will take up students notes from their research at the end of each class period for a grade; therefore,
providing students with feedback to move on through the project. This would be a formative assess for
this project, and it would allow me to see if students need redirection.
The group/class discussions will be the formative assessment for this project. Throughout this lesson we
will have three class/group discussions; therefore, students will be graded on all three discussions. I will
have all students discuss their findings and respond to others’ conclusions. Students’ grades will be
based on their participation within the class discussions. If students do not participate, they will not
receive credit for the group discussions.
I will have students print their methods of budgeting bulleted list (Word), media costs (Excel), media
costs calculations, advertising budget, advertising schedule, and their one-page paper. All of these
activities would be graded as summative assessments. A 20 point rubric will be used in the grading
process. Each assessment will be worth 20 points for a total of 100 points.
TIMELINE
One (1) class period/block to introduce the project and to complete the mini lesson
Thirteen (13) class periods/blocks to complete the project tasks, the surveys, group/class discussions,
and the one-page paper.
One (1) class period/block to review and conclude the project.
Three weeks (15 class periods/blocks) to complete the project
CONCLUSION
After completing this project, students will have gained the required knowledge to answer the essential
question. Students will be able to define the terminology within this project, compute media costs, and
describe the purpose of an advertising budget. With this information students will have an
understanding of advertising budgets.
Advertising Media and Budgeting
Teacher Name:
Student Name:
________________________________________
4
3
Research
Student research
exceeds
expectations for this
task.
Student research
Student research
was thorough for this was accurate but not
task.
thorough for this
project.
Either no research
was done or it was
not clear that the
student used it.
Accuracy of
Facts
All supportive facts
are reported
accurately (3 of 3).
Almost all facts are
reported accurately
(2 of 3).
One fact is reported
accurately.
No facts are reported
accurately OR no
facts were reported.
Point of View Purpose
Project establishes a
purpose at the
beginning and
maintains that focus
throughout!
Establishes a
purpose at the
beginning, but
occasionally
wanders from that
focus.
The purpose is
somewhat clear but
many aspects of the
project seem only
slightly related.
It was difficult to
figure out the
purpose of the
project.
Speaks clearly
Speaks clearly and
distinctly all of the
time and
mispronounces no
words.
Speaks clearly and
distinctly all of the
time but
mispronounces 1 or
more words.
Speaks clearly and
distinctly most of the
time and
mispronounces no
words.
Does NOT speak
clearly and distinctly
most of the time
AND/OR
mispronounces more
than 1 word.
Requirements
All requirements are All requirements are One requirement
met and exceeded. met.
was not completely
met.
CATEGORY
2
1
More than one
requirement was not
completely met.
Total Pts.