6–12th Grade: MarketinG StrateGy & tranSportation

2012

ActivitiesGreen Guide tranSportation unitSTransportation Location: three lessons, history/science (3-6)

Pollution and Evolution: one lesson, science (6-8)

3-D Bike Maps: one lesson, science (6-8)

Marketing Strategy and Transportation: two lessons, health/art (6-12)

The Cost of Transportation: one lesson, science (6-12)

What Do I Stand For?: one lesson (6-12)

Travel Journal: three lessons (6-12)

History of Transportation: two lessons (9–12)

Find our curriculum online at : http://www.saferoutestoschools.org/green_curriculum.html

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Marketing Strategy & tranSportation

UNIT INTRODUCTIONMarketing Strategy and tranSportationA Two Lesson Social Science and Transportation Unit

3–6th Grades. Classroom setting.

this unit includes California Standards, 6th grade Health 2.2.a and 8th grade art 2.3

Instead of using sensible persuasion, modern marketing appeals directly to our emotion. The historical use of emotional marketing to promote cigarette smoking amongst women is examined. Using car commercials, students identify the intended audiences and the type of emotional appeals. The first lesson ends with the assignment of making their own “Green Transportation” ads using emotionally based marketing strategies.

The second lesson allows students to present an ad they have made to promote walking, biking, carpooling, busing, or any other environmentally friendly transportation. Students create a list of ways they can promote and partake in green transportation in their community.

Safe routes to Schools is a program of the transportation authority of Marin.

part of the Marin Safe Routes to Schools Curriculum. engaging lessons k thru 12 that include applicable state educational standards.

this curriculum was created by James Sievert, Shumit Dasgupta and gwen Froh and edited by Wendi kallins and Connie Breeze.

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LESSON ONEMarketing Strategy & tranSportationGrades 6-12, 45-60 minutes. Classroom setting.

The “Marketing Strategies and Transportation” Pwerpoint presentation guides the lesson.

By looking at the history of the first successful emotional marketing campaign created to get women smoking cigarettes, students learn the emotional strategies that are commonly used today in marketing.

Students watch commercials selling cars, a bike, and healthy transportation. For each commercial students break into small groups to identify the intended audience, emotional content, and overall effectiveness. Using these strategies students begin creating their own ad to promote healthy transportation.

Marketing Strategy & tranSportation

objectiveS

Students will be able to:

• Identifymarketingthatappealstoemotionratherthanreasoning.

• Listtwobenefitsofactiveorgreentransportation.

• Createanadvertisementtopromotegreentransportation.

CA 6th Grade Health Education Standard

2.2.a Analyzetheinfluenceofmarketingand advertisingtechniques,includingtheuseof rolemodelsandhowtheyaffectuseof alcohol,tobacco,andotherdrugs.

CA 8th Grade Visual Arts Standard

2.3 Createanoriginalworkofart,usingfilm, photography,computergraphics,orvideo.

MaterialS

Computer with Marketing Strategy and Transportation powerpoint presentation (available from the SR2S website) and projector

optional: printed material with Car and Bicycle ads, video camera, poster boards and markers

vocabUlary

Marketing – (and Marketing Strategy) “the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return. the adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable.”

Advertisement: form of communication used to encourage or persuade an audience.

Commercial: a paid advertisement, particularly on television or radio.

Green Transportation – environmentally friendly transportation (e.g. walk, bike, carpooling, bus).

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procedUre

UsethePowerPointpresentationtoexplainandexploreemotionalmarketingstrategies

1. IntroduceyourselfasaninstructorfortheTeensGoGreenprogram.

• Briefly highlight your relevant background and experience.

• teens go green is the Middle/High School program for Safe routes to Schools (Sr2S).

Sr2S teaches classes in over 50 Marin schools k thru 12.

Sr2S is a program of transportation authority of Marin.

• thank the class/teacher for having you as a guest.

• give a brief overview of the lesson.

2. Beginthe“MarketingStrategiesandTransportation”PowerPointpresentation.

KeyPoInTS:

a. edward Bernays created the first successful emotional marketing campaign to promote cigarette smoking among women. Similar strategies using negative emotionally-based ads were later used by public health to cause a decline in cigarette use in the United States. See below for more content about edward Bernays and the tobacco industry.

i. edward Bernays, father of public relations (pr), and his belief that marketing should appeal to emotions rather than the intellect.

ii. edward Bernays used the emotionally-based marketing techniques to successfully launch a marketing campaign to promote smoking among women (1928).

iii. Steps to emotional marketing: identify target audience. Select an emotion for the audience to associate with your product. Create advertisements associating the product with that emotion.

iv. Cigarette advertisements claimed smoking was healthy and even marketed with children.

v. Student volunteers identify the audience and emotion used in early cigarette ads.

vi. Surgeon general’s warning that cigarette smoking is harmful (1966). Bernays’ emotionally based marketing strategy was used by public health to decrease smoking.

vii. negative emotional marketing was used to undo the positive smoking campaigns, lowering the number of smokers in the US..

b. Correlation of Bernays’ marketing strategies for cigarette smoking with automobile ads created today; emotional marketing, health problems, and a public health marketing response.

Marketing Strategy & tranSportation

There is a taboo against women smoking. I want women to smoke cigarettes! (George Hill, president of the American Tobacco Corporation)

Cigarettes are symbols of men’s dominance over women. If you can connect cigarettes to challenging mans power, women would smoke because they want to feel equally powerful. (AA Brille, famous psychoanalyst)

What hidden desire connects women to cigarettes? (Edward Barneys)

Pro-Health Emotional Marketing!

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c. transportation commercials video (3 car, 1 bike, 1 health) and marketing questions. after viewing each commercial, pause the video to briefly discuss the emotional marketing strategy. Students quickly talk with those around them to answer the following three questions. after a minute the instructor will call a few volunteers to answer.

Each group must identify:

i. the intended audience. Who was it made for? We use stereotypes to identify common characteristics of a group, but this does not mean every group member conforms to the stereotype. For example the stereotype that “young men like fast cars” does not acknowledge that some young men will not like fast cars or that some young women may also like fast cars.

identify age group and gender of the intended audience (there can be more than one)

ii. the emotional content. How did it make you feel?

identify feelings such as “joy and excitement”, if possible write them on a board visible to the class. note that feelings can be positive or negative.

acknowledge that different audiences may have different feelings

iii. the success. Did it work for the intended audience? Did it work for you?

the average american is exposed to thousands of ads per day, could that constant exposure change how you feel about the product?

Marketing Strategy & tranSportation

oUrnoTeSforTheTVCoMMerCIALS:

Jaguar“howAliveAreyou?”an exciting, powerful, and adrenaline filled ad that states “no mere machine” can make you “feel this.” the emotion crosses over from mechanical to animal and leaves the testosterone pumping. audience men, any age group?

honda“BringBackthefeeling”youthful, fun, and active, this ad is reminiscent of younger days when life was simple and fun. you can “bring back the feeling” of swinging with the car. audience is family oriented adults with a lean towards women via female lead characters and a family vibe.

Landrover“Gorgeous”Straight to the physical attraction, this ad has a man and woman kissing and embracing with shots of the car interspersed. audience is anyone attracted to either one of the couple.

Schwinn“Let’sGoforAride”the ad is fun, playful, relaxing, and reminiscent of youthful days. this easy going ride is targeted more to women, possibly younger like the lead character.

KaiserPermanente“Thrive”a strong feeling of community with so many riders sharing a bike, and easy going fun is the appeal of this ad. all sorts of people ride the same bike which engages a wide audience, definitely targeted more at adults (first and last riders are adults). How does biking sell health insurance? it creates a positive, progressive, and proactive image for the company.

procedUre cont.

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Marketing Strategy & tranSportation

activity:

Students create ads for “green transportation” such as biking and carpooling.

• instruction on creating a print, video, or audio ad promoting green transportation.

• Students reflect upon what they learned by watching car ads and brainstorm emotional marketing strategies that could be used to promote green transportation. there can both positive marketing (fun, easy, exciting, thrilling, social, attraction, feel good/health) or negative marketing towards driving (boring, suffering pollution, fear of injury or death).

• ask students to discuss whether positive or negative marketing will be more effective.

3. Conclusion:reviewhowemotional-marketingimpactsconsumeractionaswitnessedwiththeriseanddeclineofcigarettes.Similarstrategiesarebeingusedtodaywiththepromotionofcarsandgreentransportation.

4. Assignment(begininclass):Workinteamsof2to4studentstocreateanadpromotinggreentransportationtoteensusingemotionalmarketingstrategy.Theadcanbeavideo,aposter,apieceofart,orarap,poem,orradioannouncement.Studentsaretoconsider:

• audience – the school

• product – green transportation (e.g. walking, biking, public transportation, carpooling)

• Marketing Strategy – positive emotional appeal (e.g. fun, social, exciting, attraction)

5. SuggestedAdaptations:

if more class time is available:

• include more history of the first marketing campaign. additional information is included under “resources” titled History of Marketing: Cigarette Smoking.

• include more information on the truth or above the influence campaigns

• Finish student made ads during class

activity: creating green tranSportation adS

procedUre cont.

!Use Emotional Marketing !to create an Advertisement. !

!

Green Transportation:!walk – bike – !carpool – bus – !train - ferry!

1) film 2) poster 3) piece of art 4) rap, poem, radio announcement…

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LESSON TWOMarketing StrategieS and tranSportation, StUdent adSGrades 6-12, 45-60 minutes. Classroom setting.

This lesson allows students to present their “green transportation” ads. After revealing their ad, the rest of the class tries to guess the emotion used and the target audience. The lesson concludes with a list of ways that students can promote green transportation in their community.

objectiveS

Students will be able to:

• Giveabrieforalpresentationtotheclassregardingtheirad

• Identifytheaudienceandemotionalappealoftheirad

• Successfullyworkinagrouptocreateanad

reSoUrceS:

[1] “Federal Highway administration, numbers of drivers and motor vehicles since 1960” http://www.infoplease.com/ipa/a0908125.html retrieved 2012-04-22

[2] “Bureau of transportation, number of vehicles and vehicle classification” http://www.bts.gov/publications/national_transportation_statistics/html/table_01_11.html retrieved 2006-06-08

MaterialS

Media devices to play video or audio for the class if necessary

procedUre

UsethePowerPointpresentationtoexplainandexploreemotionalmarketingstrategies

1. IntroduceyourselfasaninstructorfortheTeensGoGreenprogram.

• Briefly highlight your relevant background and experience.

• teens go green is the Middle/High School program for Safe routes to Schools (Sr2S).

Sr2S teaches classes in over 50 Marin schools k thru 12.

Sr2S is a program of transportation authority of Marin.

• thank the class/teacher for having you as a guest.

• give a brief overview of the lesson.

Marketing Strategy & tranSportation

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Marketing Strategy & tranSportation

2. reviewthekeyconceptsfromthepreviouslesson.Callonstudentvolunteerstoofferwhattheyrecall.

• emotional marketing can change consumer behavior, but counter-marketing can be effective to limit that impact.

• Students made their own ads to promote “green transportation.”

3. overviewthepresentationprocess.

on a volunteer basis, students will present their advertisement.

after revealing the ad, the students guess the emotional appeal and intended audience.

the audience should note how the ad made them feel. at the end of the presentation they can offer this information to the presenters

• audience should be respectful, reserving comments for the end.

• Do any presentations require special accommodation, such as video or audio players?

4. PresentStudentAds.

• Monitor the audience for respectful behavior.

• each student identifies how the ad makes them feel.

• after each presentation allow a minute for audience questions or insightful feedback.

5. Promotinghealthytransportationinyourcommunity.after all the presentations, ask the students to discuss in small groups how green transport can be promoted in their school and community. after a couple minutes, bring the class together to create a list, written visibly in front of the class, of ways that they can promote healthy transportation choices.

6. Concludethelessonwithaquickreviewofhowemotionalmarketingplaysaroleinconsumerbehavior,forbetterorworse.

• acknowledge effort in the creation of the student ads.

• Highlight a few ideas for local promotion of green transportation.

• thank the teacher and class for having you as a guest.

procedUre cont.

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Marketing Strategy & tranSportation

the “father of public relations” was edward Bernays, the nephew of Sigmund Freud, founder of the discipline of psychoanalysis. [1] Bernays used many of the theories created by Sigmund Freud to explain how people unconsciously think and feel. Bernays believed that the same techniques that had successfully been used to rally people to support and join a war effort (at that time, World War i), could also be used to influence people to buy goods. the WWi methods were called propaganda – not a pejorative term at the time. Bernays believed that companies could use propaganda in time of peace to influence everyday decisions. the term “public relations” eventually replaced the word propaganda which had a negative connotation. [2]

Bernays believed that if there were an emotional connection between people and the product, then marketing would be successful. He said that objects are powerful status symbols which affect emotions; objects influence how a person perceives he is viewed by others and feels about him/herself. Bernays said that if people feel emotionally engaged with a product, then they feel they need it. [3]

as a result of Bernays’ approach to public relations, marketing strategies moved away from presenting factual information and selling items based upon actual need. Bernays said that instead of looking at people as intelligent, critical thinkers, instead companies should only try to appeal to people’s animalistic desires – the “desire beast lurking in every person” as if nothing else matters. this psychology began the shift from marketing to the

intellect, to appealing to the unconscious desire through emotionally based marketing. [4]

one of the first marketing campaigns was developed in 1928 when george Hill, president of the american tobacco Corporation, wanted women to smoke to increase revenues for his company. During this time, the Women’s right Movement was in full swing with women publically advocating for equal rights to men. in 1920, women had just been granted the right to vote, but social norms did not allow for women to do many things, such as smoke in public. Hill hired edward Bernays who asked aa Brille to help determine what women felt and desired. Brille said that women desired to be seen as men’s equals and cigarettes could be used to challenge men’s power over women. a movement was born which linked smoking to women’s liberation; cigarettes became symbols of women’s equal rights. Brille called cigarettes “torches of freedom.” [5]

referenCeS:

[1] [Wikipedia.org: http://en.wikipedia.org/wiki/edward_

Bernays]. retrieved 6/16/12

[2] [BBC Documentary, the Century of Self; Curtis, adam:

http://web.archive.org/web/20110514032526/http://www.

bbc.co.uk/bbcfour/documentaries/features/century_of_the_

self.shtml

[3] [2002 documentary BBC, the Century of Self]

[4] [2002 documentary BBC, the Century of Self]

[5] the Museum of public relations;:

www.prmuseum.com/bernays/bernays_1929.html.

HiStory of Marketing: cigarette SMoking