Lesson Plan 1

Teacher Name: Adrienne Stackwell  

Class: Introduction to Marketing Grade Level: 11/12  

Unit Title: Advertising and Culture 

Lesson Title: Introduction to Advertising

Lesson Purpose and Rationale:

We are constantly being bombarded with advertisements on the radio and television and in various newspapers and magazines. When we see these advertisements, we may try to disregard these ads and ignore their presence, but it is my hope that this lesson will provide some insight into how ads affect us even if we are not cognoscente to their affects. The purpose of this lesson is to introduce the history and use of advertising to promote a certain product and/or service. This lesson is essential to the overall unit because it lays the foundation for the exploration of culture in advertising. This lesson has the intention of increasing the students’ awareness of advertising and how it affects them. After this lesson, it is my hope that students will not look at advertisements with the same passive attitude as they did before, and begin to be aware of how ads truly affect them.

National Content Area Standards Met:

Foundations of Marketing : This standard is met because this lesson allows for exploration into the customer-oriented nature of marketing. This lesson also helps analyze the impact of marketing activities on the individual, business, and society through the use of advertising.

Consumers and Their Behavior : This standard is met because this lesson analyzes the characteristics, motivations, and behaviors of consumers, and how their actions are determined by marketing strategies, specifically advertising.

Daily Objectives:

-The student will identify the target audience for television, magazine, radio, and newspaper advertisements.

-The student cooperates with others during group activities such as the mini-quiz and the analysis of advertisements.

-The student will draw upon what he or she observes in an advertisement to complete group activities, participate in classroom discussion, and complete homework assigned.

-The student will describe his or her feelings about the advertisement by completing written activities during group time, by participating verbally in classroom discussion, and by completing the written homework assigned at the end of class.

Materials needed:

-Advertisements from various magazines/newspapers/etc.

Schema:

Students need to know the overall intention of advertising. I will help them to recall this knowledge by pointing out the different types of advertising that they have most likely been exposed to and making them aware of how advertisements have a lasting impression on their intended audiences. Since this is the beginning of a new unit, I am not expecting them to know many concepts of advertising prior to the start of the unit.

Lesson:

Launch (Introduction):

1. Ask students discussion based questions requiring them to recall past experiences/schema. (10 minutes)

-Where do we see advertising?

-Has anyone ever been directly effected by an advertisement?

-What advertisements appeal to you?

Agenda/Procedure:

1. Begin Powerpoint with an explanation of the history of advertising and how it has evolved throughout the years.

(10 minutes) Using Powerpoint brings technology into the lecture which could spark interest in the students with the use of graphics.

2. Go through the Evolution of Ads, and ask for the student’s opinions/thoughts on how the ad reflects the time period. (8 minutes) This allows students to see how ads change with the times and how ads are a direct reflection of our culture.

3. Introduction to what makes an ad appealing? (8 minutes) Using this approach allows the students to look at how ads affect people and what they personally like to see in ads that may persuade them to buy the product/service.

4. Mini-Quiz identifying certain advertisements. (5 minutes) This quiz will give them idea as to exactly how potent and lasting an advertisement could be.

5. Break into groups and analyze an advertisement given to them. (12 minutes) This gives the students the ability to analyze an advertisement on their own, and try to figure out what target audience this advertisement is geared toward.

6. Assign homework and explain the details of the assignment allowing time for questions. (5 minutes) This will allow students to further explore ads that they are interested and provide them an opportunity to begin analyzing ads on their own, which is something they will have to do for the unit assessment.

Assessment:

Diagnostic: This assessment will be completed through a discussion of various advertisements that they see everyday. This activity’s purpose it to start having the students become more aware of the effects of advertising.  

Formative: This assessment will be completed through the use of a mini-quiz that will be taken as a class. This quiz is designed to help students realize how advertisements have the power to leave lasting impressions.  

Summative: This assessment will be completed through a group activity where various advertisements will be handed out to groups of two, and each pair will be responsible for analyzing what target audience the advertisement is designed to appeal to.  

Summary : While explaining the assignment, review the main ideas of the day’s lesson as a means for them to complete the assignment. Encourage the students to use the same tactics as they had already done with the group projects and the in-class questions. Allow time for the students to ask questions regarding the assignment.