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
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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.Slide49Slide50
REPTITIONSlide51
If I say/show something often enough, you’ll accept the idea.Slide52Slide53
TRANSFERSlide54
I will show you something you like, then you will
share your
good feelings about that toward my product or
idea.Slide55Slide56
TESTIMONIALSlide57
Somebody famous will say that my product or idea is good.Slide58Slide59
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.Slide61Slide62
BARGAINSlide63
I will give you more than you are paying
for.Slide64Slide65
INUENDOSlide66
I won’t really say that the other product is awful, but I will hint around it.Slide67Slide68
NAME CALLINGSlide69
I will use emotional words, then you will react emotionally, rather than logically.Slide70Slide71
OVERSIMPLIFYINGSlide72
I will give you a simple solution for a complex problem.Slide73Slide74
SNOBSlide75
You are a superior person, if you go along with my
idea.Slide76Slide77
JUST PLAIN FOLKSSlide78
“I’m just like you, so I know you will go along with me.”Slide79Slide80
HIDDEN FEARSlide81
Plays on consumers’ sense of insecurity. Slide82Slide83
FLAG WAVINGSlide84
You are patriotic if you go along with my product.Slide85