Lesson Title – Promotion
Author – Jim Konrad
Course – Marketing II
School – CCHS/CCSD
Grade Level –11-12
Length of Lesson – 2-3 periods
CTE Academic Integration Lesson Planner
What do I want students to learn?
Standards and Benchmarks
Standards and Benchmarks
NATIONAL MARKETING EDUCATION
STANDARDS
 Acquire a foundational knowledge of promotion
to understand its nature and scope
 Understand the use of an advertisements
components to communicate with targeted
audiences
 Manage promotional activities to maximize
return on promotional efforts
ACT College Readiness Standards
Reading (20-23)
1. Order simple sequences of events in uncomplicated
literary narratives
2. Identify clear relationships between promotions and
ideas in uncomplicated passages
3. Identify clear cause-effect relationships in
uncomplicated passages
Students will:
Students will:
•Know: (Content and Vocabulary)
•Do: (Skills, Strategies, Processes and Literacy)
 Advertising Campaign and Agencies
 Headline
 Copy
 Illustration
 Clip Art
 Signature
 Slogan
 Students will understand how advertising
agencies promote clients
 Students will understand how advertising
campaigns are developed
 Students will identify the main components of
print advertisements
 Students will explain the principles of preparing a
print layout
Enduring Understandings (Big Ideas)
For example…principles, themes, generalizations or macro-concepts
Different strategies are used by advertising agencies when developing long-term client plans.
Clients want a maximum return on their promotional investment.
Communication is essential in developing promotional campaigns.
Print advertising is an effective promotional tool.
Essential Questions
Guiding, driving questions which lead to enduring understandings
How is an advertising campaign developed by an agency?
What are the elements of a print advertisement?
How can I develop an effective print advertisement?
Lesson Title – Promotion
Author – Jim Konrad
Course – Marketing II
School – CCHS/CCSD
Grade Level –11-12
Length of Lesson – 2-3 periods
How am I going to assess student learning?
Assessments: Formative assessments and/or Summative assessments
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2.
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4.
5.
Students will review and write a summary on the effectiveness of ad agency web sites.
Students will review and discuss the steps used in developing an advertising campaign.
Students will analyze the various elements of a printed ad, including the headline, copy, illustration,
logo, clip art, signature and slogan.
Students will develop an effective print advertisement. The teacher will provide a rubric to determine
the effectiveness of the print ad. The rubric will include the elements of a printed ad with points
assigned to each element.
Students will be tested on the various elements discussing how an advertising campaign is developed,
as well as the key parts of a printed advertisement.
Instructional Plan
Prerequisite Skills: Preparation
What prior knowledge, skills and understanding do the students need? How will you assess their background
knowledge and readiness?
Students will read chapter 20 in the Marketing Essentials book, 2009 Edition. A discussion will take place prior
to the lesson discussing the effectiveness of ad agency web sites. Students will identify the various parts of a
print ad and brainstorm what makes one element of an ad effective while the same element in another ad may not
be as effective. The teacher will lead the class in this discussion to determine if the students understand the
vocabulary and concepts in chapter 20. Students will complete an evaluation on various print ads.
Instruction and Activities:
What procedure (sequence), teaching strategies, and student activities are used in this lesson? State the student
roles, teacher roles, and grouping for this lesson.
1.
2.
3.
4.
5.
Students will review various ad agency web sites after receiving clear directions from the instructor.
Students will review various magazines/newspapers and follow a teacher led discussion on effective
and non-effective print ad examples.
Teacher led discussion will review the steps in developing an effective advertising campaign.
Students will critique print advertisements found in magazines/newspapers and discuss perceived
effectiveness with the class.
Students will develop and effective print ad on a computer using clip art, photographs, etc. Students
may also use construction paper and markers if computers are not available.
Academic Integration
What core academic topics are integrated? What terminology is common? What terminology is
different? Include specific examples to be used to introduce, teach, or review the topics.
Reading concepts are prominent throughout the lesson. This core subject is integrated into many of the
promotional business practices as discussed in this unit.
Resources
What materials and resources are needed for this lesson? Describe the learning environment where this lesson
will take place.
Only the materials presented in this outline will be needed, in addition to the Marketing Essentials
textbook. The lesson will take place in the classroom.
Lesson Title – Promotion
Author – Jim Konrad
Course – Marketing II
School – CCHS/CCSD
Grade Level –11-12
Length of Lesson – 2-3 periods
EXPLAIN HOW ADVERTISING CAMPAIGNS ARE DEVELOPED
Students will begin by studying web sites of various advertising agencies. Each will write a paragraph or two
describing the overall message the web site sends to potential clients. Students will be required to read and write a
discussion regarding how the copy and visuals used on the home page of the web site support that message.
Approved web sites such as the following link will provide students with approved sites for research.
http://www.denveradagencies.com/
Students will then break into groups and discuss which departments of an advertising agency they would prefer to
work in and in what capacity. Each will discuss how he or she would make the most valuable contribution in a
creative, research, media, or client role. Based on student answers, they will be encouraged to identify the skills
they need to develop to excel in each type of work.
Students will be presented with a group of recent consumer magazines and or newspapers where they will research
different ads for the same product, service or company and discuss how they relate to one another. The instructor
will help students define the overall message that the advertiser is sending through the various ads.
The instructor can ask students “Why might it be important that an account executive be able to communicate
effectively with copy writers and graphic designers as well as with clients?”
Students will discuss how an advertising campaign is developed in the following series of steps:
1.
2.
3.
4.
5.
6.
Identify the Target Audience
Advertisers must analyze the potential market and decide who should receive their message.
Determine Objectives
They identify their goals, such as increasing brand awareness, or increasing knowledge about the
product.
Establish the Budget
Advertisers decide what to spend over a specific period of time.
Develop the Message
They develop the theme and messages based on the product’s features, benefits and uses.
Select the Media
They choose which media, such as TV, radio, Internet, or Print, will be most effective.
Evaluate the Campaign
Advertisers use market research to see if the campaign met its objectives.
Students will evaluate various
Students will analyze an advertisement by discussing the various elements of a printed ad. Discussion points will
include the ads headline, copy, illustration, clip art, signature and slogan. Each part of the ad will be identified and
critiqued by students.
Print ads such as those below will be presented in class by the teacher and discussed. The various parts of a print ad
will be discussed in class with the teacher leading the discussion.
Lesson Title – Promotion
Author – Jim Konrad
Course – Marketing II
School – CCHS/CCSD
Grade Level –11-12
Length of Lesson – 2-3 periods
Key Elements of a Print Advertisement
1. Advertising Agencies - Companies that work jointly with business clients to develop advertising
campaigns.
2. Headline- The saying that gets the readers' attention, arouses their interest by providing a benefit, and leads
them to read the rest of the ad.
3. Copy- The selling message in a written advertisement.
4. Illustration- The photograph or drawing used in print advertising.
5. Clip Art- Illustrations that take the form of images, stock drawings, and photographs.
6. Signature- Logotype (logo) symbol used to distinctly identify a business.
7. Slogan- A catch phrase or small group of words that are combined in a special way to identify a product or
company.
Rubric to Critique Effective Print Ads
Critique your print advertisement using the following rubric. Your evaluation should be based on the effectiveness
of each component of a print ad, beginning with the headline. Points for each category will range from 1 -10 for a
total of 60 points, 10 being the best score and 1 being the worst.
Engages the Reader
Somewhat Catches
The Readers Attention
Does Not Create
Interest for Reader
1.
Headline
10
9
8
7
6
5
4
3
2
1
2.
Copy
10
9
8
7
6
5
4
3
2
1
3.
Illustration
10
9
8
7
6
5
4
3
2
1
4.
Clip Art
10
9
8
7
6
5
4
3
2
1
5.
Signature
10
9
8
7
6
5
4
3
2
1
6.
Slogan
10
9
8
7
6
5
4
3
2
1
Total Points for Advertisement____________/60 Possible