Advertising

1. Advertising UNIT OBJECTIVE: The student can create an advertisement that uses commercial strategies and propaganda to target a specific audience.

2. PART 1: Target Audience PART 2: Appeals and Propaganda PART 3: Types of commercials PART 4: Planning the Advertisement Unit At a Glance

3. LEARNING TARGET: I CAN IDENTIFY A PRODUCT’S INTENDED BUYERS. Part 1: Target audience

4. Market What is the market? Customers who desire and are willing to spend money on products

5. Global Market

6. National Market

7. But… you don’t do a good job If you try to appeal your product to everyone, of appealing to anyone

8. Narrow the Market Into specific customers to advertise towards Target Market

9. Activity With three others, come up with a list of ways we can group the U.S. population.

10. Activity Reveal the ways the U.S. population can be grouped.

11. GENDER RACE AGE EDUCATION INCOME LIFE STAGE OCCUPATION

12. But it’s important to remember, every category doesn’t need to be defined.

13. At least three to four categories will be narrowed though, to have focus

14. Activity With three others, analyze the target market of different commercial products. Use the documents, Target Market Advertising Samples and Target Market Analysis Questionnaire.

15. LEARNING TARGET: I CAN IDENTIFY A PRODUCT’S INTENDED BUYERS. End Part 1

16. LEARNING TARGET: I CAN EXPLAIN HOW ADVERTISERS GET US TO LIKE THEIR PRODUCT. Part 2: Appeals and propaganda

17. Setup Write these questions on paper • What are the classical appeals? • What are advertising appeals? • What is propaganda? • Why are/ why aren’t advertising appeals and propaganda similar? Cite evidence from your text. • Which classical appeal does advertising use the most?

18. Activity • Work with another student. • Use the computer to do some quick research. • Finish in 15 minutes.

19. Continued • Pair with another group. • Compare your findings. How are your findings similar? With which findings do you disagree? • Finish in 5 minutes.

20. Students Report Out

21. Activity You need a sheet of paper TASK: Match propaganda definitions to the examples that fit. • Work with a partner. Materials online at 204media.weebly.com under commercials. • Track your matches on a sheet of paper. Each partner needs their own. • Write the propaganda name and definition next to a description of the advertisement. • Turn in when you’re done.

22. LEARNING TARGET: I CAN EXPLAIN HOW ADVERTISERS GET US TO LIKE THEIR PRODUCT. End Part 2

23. LEARNING TARGET: I CAN IDENTIFY DIFFERENT KINDS OF COMMERCIALS. Part 3: types of commercials

24. Activity 1 You need the 9 Types of Commercials worksheet TASK: Match commercial types to the available definitions. • Work with a partner. • View videos on iMac desktops from folder “Commercial Media.” • Track your matches and answer questions on the worksheet. • Turn in when every match is perfect.

25. Marketing Game You need an Ad Firm name desk plate, envelops, and Post its, and an Ad Strategy Sheet. GAME OVERVIEW: Create a commercial pitch that investors will buy. • Group into fours. • Pitch a commercial idea that appeals to the audience. • Invest in the marketing firm with the best idea. • Two winners are possible: The group with the most investment earnings wins. The group who invested in the highest earner wins. Ties do not count.

26. Setup • Write your Ad. Firm’s name on a desk plate. • Write your Ad Firm’s name on your envelope.

27. Product Pitch 1 Manolo-Blahnik Shoes Target Market Race: Gender: Age: Education: Income: Occupation: Life Stage:

28. Investment Rules • You have $30,000 to invest in three products. • You cannot invest in your own product. • You can invest as much or as little as you want on each product. • All the money must be invested by the end. • You can only invest in a product after it is immediately proposed. • Write the Ad Firm’s name you are investing in and the amount you’re investing on a Post-it. • Place the investment in your envelop. • No cross-group talking or strategizing.

29. INVESTMENT RESULTS REMAIN ANONYMOUS UNTIL ALL THREE INVESMENTS ARE MADE. Investment time

30. Product Pitch 2 PS4 Target Market Race: Gender: Age: Education: Income: Occupation: Life Stage:

31. INVESTMENT RESULTS REMAIN ANONYMOUS UNTIL ALL THREE INVESMENTS ARE MADE. Investment time

32. Product Pitch 3 iPhone 6 Target Market Race: Gender: Age: Education: Income: Occupation: Life Stage:

33. INVESTMENT RESULTS REMAIN ANONYMOUS UNTIL ALL THREE INVESMENTS ARE MADE. Investment time

35. LEARNING TARGET: I CAN IDENTIFY DIFFERENT KINDS OF COMMERCIALS. End Part 3

36. LEARNING TARGET: I CAN create an advertisement that uses commercial strategies and propaganda to target a specific audience. Part 4: planning the advertisement

37. Task • Determine a product • Identify it’s target market • Write a commercial concept • Identify it’s commercial type and propaganda type. • Explain how the concept will appeal to the target audience.

38. Criteria • Topic Limitations: • No fictitious products • No Beverage, Snickers, Doritos, or athletic apparel company (e.g. Nike, Under Armour). • All concepts must be original.

39. Task • Determine a product • Identify it’s target market • Write a commercial concept • Identify it’s commercial type and propaganda type. • Explain how the concept will appeal to the target audience.

40. LEARNING TARGET: I CAN create an advertisement that uses commercial strategies and propaganda to target a specific audience. End Part 4

41. NOT INTENDED FOR LECTURE TEACHER NOTES

42. Target Audience Age Children Teens Adult Middle Age Mature Over 65

43. Target Audience Gender Male Female

44. Target Audience Education 8th Grade or Less High School College Advanced College

45. Target Audience Life Stage Single Married w/, w/o Kids Single Parent Older, Single

46. Target Audience Occupation White Collar Blue Collar

47. BANDWAGON

48. Other people do it, so join in the group.

50. REPTITION