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Advertising - PowerPoint Presentation

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Advertising - PPT Presentation

UNIT 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 Audience PART 2 Appeals and Propaganda ID: 243158

product target audience market target product market audience commercial part propaganda investment identify learning group write commercials advertisement idea appeals activity advertising

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Slide1

Advertising

UNIT OBJECTIVE:

The student can create an advertisement that uses commercial strategies and propaganda to target a specific audience.Slide2

Unit At a Glance

PART 1: Target Audience

PART 2: Appeals and Propaganda

PART

3: Types of commercials

PART 4: Planning the AdvertisementSlide3

Part 1: Target audience

LEARNING TARGET: I CAN IDENTIFY A PRODUCT’S INTENDED BUYERS.Slide4

Market

What is the market?

Customers who desire and are willing to spend money on productsSlide5

Global MarketSlide6

National MarketSlide7

But…

If you try to appeal your product to everyone,

y

ou don’t do a good job

of appealing to anyoneSlide8

Narrow the Market

Into specific customers to advertise towards

Target MarketSlide9

Activity

With three others, come up with a list of ways we can group the U.S. population.Slide10

Activity

Reveal the ways the U.S. population can be grouped.Slide11

INCOME

AGE

GENDER

EDUCATION

LIFE STAGE

OCCUPATION

RACESlide12

But it’s important to remember,

e

very category doesn’t need to be defined. Slide13

At least three to four categories will be narrowed though, to have focusSlide14

Activity

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

Use the documents, Target Market Advertising Samples and Target Market Analysis Questionnaire. Slide15

End Part 1

LEARNING TARGET: I CAN IDENTIFY A PRODUCT’S INTENDED BUYERS.Slide16

Part 2: Appeals and propaganda

LEARNING TARGET: I CAN EXPLAIN HOW ADVERTISERS GET US TO LIKE THEIR PRODUCT.Slide17

Setup

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?

Write these questions on paperSlide18

Activity

Work with another student.

Use the computer to do some quick research.

Finish in 15 minutes.Slide19

Pair with another group.

Compare your findings. How are your findings similar? With which findings do you disagree?

Finish in 5 minutes.

ContinuedSlide20

Students Report OutSlide21

Activity

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.

You need a sheet of paperSlide22

End Part 2

LEARNING TARGET: I CAN EXPLAIN HOW ADVERTISERS GET US TO LIKE THEIR PRODUCT.Slide23

Part 3: types of commercials

LEARNING TARGET: I CAN IDENTIFY DIFFERENT KINDS OF COMMERCIALS.Slide24

Activity 1

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.

You need the 9

Types of

Commercials worksheetSlide25

Marketing Game

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.

You need an Ad Firm name desk plate, envelops, and Post its, and an Ad Strategy Sheet. Slide26

Setup

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

Write your Ad Firm’s name on your envelope.Slide27

Product Pitch 1

Manolo-Blahnik

Shoes

Target Market

Race:

Gender:

Age:

Education:

Income:

Occupation:

Life Stage:Slide28

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.Slide29

Investment time

INVESTMENT RESULTS REMAIN ANONYMOUS UNTIL ALL THREE INVESMENTS ARE MADE.Slide30

Product

Pitch

2

PS4

Target Market

Race:

Gender:

Age:

Education:

Income:

Occupation:

Life Stage:Slide31

Investment time

INVESTMENT RESULTS REMAIN ANONYMOUS UNTIL ALL THREE INVESMENTS ARE MADE.Slide32

Product Pitch 3

iPhone 6

Target Market

Race:

Gender:

Age:

Education:

Income:

Occupation:

Life Stage:Slide33

Investment time

INVESTMENT RESULTS REMAIN ANONYMOUS UNTIL ALL THREE INVESMENTS ARE MADE.Slide34

Investment Results

Firms

Shoes

PS4

iPhone

6Slide35

End Part 3

LEARNING TARGET: I CAN IDENTIFY DIFFERENT KINDS OF COMMERCIALS.Slide36

Part

4: planning the advertisement

LEARNING TARGET: I CAN

create

an advertisement that uses commercial strategies and propaganda to target a specific audience.Slide37

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.Slide38

Criteria

Topic Limitations:

No fictitious products

No Beverage, Snickers, Doritos,

or athletic

apparel company (e.g. Nike, Under

Armour

).

All concepts must be original.Slide39

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.Slide40

End Part 4

LEARNING TARGET: I CAN

create

an advertisement that uses commercial strategies and propaganda to target a specific audience.Slide41

TEACHER NOTESNOT INTENDED FOR LECTURESlide42

Age

Children

Teens

Adult

Middle Age

Mature

Over 65

Target AudienceSlide43

Target Audience

Gender

Male

FemaleSlide44

Target Audience

Education

8

th

Grade or Less

High School

College

Advanced CollegeSlide45

Target Audience

Life Stage

Single

Married w/, w/o Kids

Single Parent

Older, SingleSlide46

Target Audience

Occupation

White Collar

Blue CollarSlide47

BANDWAGONSlide48

Other people do it, so join in the

group.Slide49
Slide50

REPTITIONSlide51

If I say/show something often enough, you’ll accept the idea.Slide52
Slide53

TRANSFERSlide54

I will show you something you like, then you will

share your

good feelings about that toward my product or

idea.Slide55
Slide56

TESTIMONIALSlide57

Somebody famous will say that my product or idea is good.Slide58
Slide59

GLITTERY GENERALITYSlide60

I will use words

vague or non-specific so that

you won’t be able to pin down exactly what I am promising.Slide61
Slide62

BARGAINSlide63

I will give you more than you are paying

for.Slide64
Slide65

INUENDOSlide66

I won’t really say that the other product is awful, but I will hint around it.Slide67
Slide68

NAME CALLINGSlide69

I will use emotional words, then you will react emotionally, rather than logically.Slide70
Slide71

OVERSIMPLIFYINGSlide72

I will give you a simple solution for a complex problem.Slide73
Slide74

SNOBSlide75

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

idea.Slide76
Slide77

JUST PLAIN FOLKSSlide78

“I’m just like you, so I know you will go along with me.”Slide79
Slide80

HIDDEN FEARSlide81

Plays on consumers’ sense of insecurity. Slide82
Slide83

FLAG WAVINGSlide84

You are patriotic if you go along with my product.Slide85