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

UNIT AT A GLANCE

PART 1: Target AudiencePART 2: Appeals and PropagandaPART 3: Types of commercialsPART 4: Planning the Advertisement

PART 1: TARGET AUDIENCE

LEARNING TARGET: I CAN IDENTIFY A PRODUCT’S INTENDED BUYERS.

Market What is the market?

Customers who desire and are willing to spend money on products

Global Market

National Market

But…

If you try to appeal your product to everyone, you don’t do a good jobof appealing to anyone

Narrow the MarketInto specific customers to advertise towards

Target Market

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

ActivityReveal the ways the U.S. population can be grouped.

INCOME

AGE

GENDER

EDUCATION

LIFE STAGE OCCUPATION

RACE

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

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

ActivityWith three others, analyze the target market of different commercial products.

Use the documents, Target Market Advertising Samples and Target Market Analysis Questionnaire.

END PART 1LEARNING TARGET: I CAN IDENTIFY A PRODUCT’S INTENDED BUYERS.

PART 2: APPEALS AND PROPAGANDA

LEARNING TARGET: I CAN EXPLAIN HOW ADVERTISERS GET US TO LIKE THEIR PRODUCT.

Setup

I. What are the classical appeals?II. What are advertising appeals?III. What is propaganda?IV. Why are/ why aren’t advertising appeals and propaganda

similar? Cite evidence from your text.V. Which classical appeal does advertising use the most?

Write these questions on paper

ActivityI. Work with another student.II. Use the computer to do some quick research.III. Finish in 15 minutes.

I. Pair with another group.II. Compare your findings. How are your findings similar? With

which findings do you disagree?III. Finish in 5 minutes.

Continued

STUDENTS REPORT OUT

Activity

TASK: Match propaganda definitions to the examples that fit.

I. Work with a partner. Materials online at 204media.weebly.com under commercials.

II. 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.

III. Turn in when you’re done.

Yo u n e e d a s h e e t o f p a p e r

END PART 2

LEARNING TARGET: I CAN EXPLAIN HOW ADVERTISERS GET US TO LIKE THEIR PRODUCT.

PART 3: TYPES OF COMMERCIALS

LEARNING TARGET: I CAN IDENTIFY DIFFERENT KINDS OF COMMERCIALS.

Activity 1

TASK: Match commercial types to the available definitions.

I. Work with a partner. II. View videos on iMac desktops from folder “Commercial

Media.”III. Track your matches and answer questions on the

worksheet.IV. Turn in when every match is perfect.

You need the 9 Types of Commercials worksheet

Marketing Game

GAME OVERVIEW: Create a commercial pitch that investors will buy.

I. Group into fours.II. Pitch a commercial idea that appeals to the audience.III. Invest in the marketing firm with the best idea.IV. 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.

You need an Ad Firm name desk plate, envelops, and Post its, and an Ad Strategy Sheet.

Setup

I. Write your Ad. Firm’s name on a desk plate.II. Write your Ad Firm’s name on your envelope.

Product Pitch 1Manolo-Blahnik Shoes Target Market

• Race:• Gender:• Age:• Education:• Income:• Occupation:• Life Stage:

Investment Rules

I. You have $30,000 to invest in three products.a. You cannot invest in your own product.b. You can invest as much or as little as you want on each product.c. All the money must be invested by the end.

II. You can only invest in a product after it is immediately proposed.

III. Write the Ad Firm’s name you are investing in and the amount you’re investing on a Post-it.

IV. Place the investment in your envelop.V. No cross-group talking or strategizing.

INVESTMENT TIME

INVESTMENT RESULTS REMAIN ANONYMOUS UNTIL ALL THREE INVESMENTS ARE MADE.

Product Pitch 2PS4 Target Market

• Race:• Gender:• Age:• Education:• Income:• Occupation:• Life Stage:

INVESTMENT TIME

INVESTMENT RESULTS REMAIN ANONYMOUS UNTIL ALL THREE INVESMENTS ARE MADE.

Product Pitch 3iPhone 6 Target Market

• Race:• Gender:• Age:• Education:• Income:• Occupation:• Life Stage:

INVESTMENT TIME

INVESTMENT RESULTS REMAIN ANONYMOUS UNTIL ALL THREE INVESMENTS ARE MADE.

Investment ResultsFirms

Shoes

PS4

iPhone 6

END PART 3LEARNING TARGET: I CAN IDENTIFY DIFFERENT KINDS OF COMMERCIALS.

PART 4: PLANNING THE ADVERTISEMENT

LEARNING TARGET: I CAN CREATE AN ADVERTISEMENT THAT USES COMMERCIAL STRATEGIES AND PROPAGANDA TO TARGET A SPECIFIC AUDIENCE.

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.

Criteria• Topic Limitations:

– No fictitious products– No Beverage, Snickers, Doritos, or athletic apparel

company (e.g. Nike, Under Armour).– All concepts must be original.

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.

END PART 4

LEARNING TARGET: I CAN CREATE AN ADVERTISEMENT THAT USES COMMERCIAL STRATEGIES AND PROPAGANDA TO TARGET A SPECIFIC AUDIENCE.

TEACHER NOTESNOT INTENDED FOR LECTURE

Age Children Teens Adult Middle Age Mature Over 65

Target Audience

Target Audience Gender

Male Female

Target Audience Education

8th Grade or Less High School College Advanced College

Target Audience Life Stage

Single Married w/, w/o Kids Single Parent Older, Single

Target Audience Occupation

White Collar Blue Collar

BANDWAGON

Other people do it, so join in the group.

REPTITION

If I say/show something often enough, you’ll accept the idea.

TRANSFER

I will show you something you like, then you will share your good feelings about that toward my product or idea.

TESTIMONIAL

Somebody famous will say that my product or idea is good.

GLITTERY GENERALITY

I will use words vague or non-specific so that you won’t be able to pin down exactly what I am promising.

BARGAIN

I will give you more than you are paying for.

INUENDO

I won’t really say that the other product is awful, but I will hint around it.

NAME CALLING

I will use emotional words, then you will react emotionally, rather than logically.

OVERSIMPLIFYING

I will give you a simple solution for a complex problem.

SNOB

You are a superior person, if you go along with my idea.

JUST PLAIN FOLKS

“I’m just like you, so I know you will go along with me.”

HIDDEN FEAR

Plays on consumers’ sense of insecurity.

FLAG WAVING

You are patriotic if you go along with my product.