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Transcript of Advertising UNIT OBJECTIVE: The student can create an advertisement that uses commercial strategies...
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AdvertisingUNIT OBJECTIVE: The student can create an advertisement that uses commercial strategies and propaganda to target a specific audience.
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UNIT AT A GLANCE
PART 1: Target AudiencePART 2: Appeals and PropagandaPART 3: Types of commercialsPART 4: Planning the Advertisement
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PART 1: TARGET AUDIENCE
LEARNING TARGET: I CAN IDENTIFY A PRODUCT’S INTENDED BUYERS.
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Market What is the market?
Customers who desire and are willing to spend money on products
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Global Market
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National Market
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But…
If you try to appeal your product to everyone, you don’t do a good jobof appealing to anyone
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Narrow the MarketInto specific customers to advertise towards
Target Market
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ActivityWith three others, come up with a list of ways we can group the U.S. population.
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ActivityReveal the ways the U.S. population can be grouped.
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INCOME
AGE
GENDER
EDUCATION
LIFE STAGE OCCUPATION
RACE
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But it’s important to remember,every category doesn’t need to be defined.
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At least three to four categories will be narrowed though, to have focus
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ActivityWith three others, analyze the target market of different commercial products.
Use the documents, Target Market Advertising Samples and Target Market Analysis Questionnaire.
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END PART 1LEARNING TARGET: I CAN IDENTIFY A PRODUCT’S INTENDED BUYERS.
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PART 2: APPEALS AND PROPAGANDA
LEARNING TARGET: I CAN EXPLAIN HOW ADVERTISERS GET US TO LIKE THEIR PRODUCT.
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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
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ActivityI. Work with another student.II. Use the computer to do some quick research.III. Finish in 15 minutes.
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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
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STUDENTS REPORT OUT
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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
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END PART 2
LEARNING TARGET: I CAN EXPLAIN HOW ADVERTISERS GET US TO LIKE THEIR PRODUCT.
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PART 3: TYPES OF COMMERCIALS
LEARNING TARGET: I CAN IDENTIFY DIFFERENT KINDS OF COMMERCIALS.
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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
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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.
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Setup
I. Write your Ad. Firm’s name on a desk plate.II. Write your Ad Firm’s name on your envelope.
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Product Pitch 1Manolo-Blahnik Shoes Target Market
• Race:• Gender:• Age:• Education:• Income:• Occupation:• Life Stage:
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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.
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INVESTMENT TIME
INVESTMENT RESULTS REMAIN ANONYMOUS UNTIL ALL THREE INVESMENTS ARE MADE.
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Product Pitch 2PS4 Target Market
• Race:• Gender:• Age:• Education:• Income:• Occupation:• Life Stage:
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INVESTMENT TIME
INVESTMENT RESULTS REMAIN ANONYMOUS UNTIL ALL THREE INVESMENTS ARE MADE.
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Product Pitch 3iPhone 6 Target Market
• Race:• Gender:• Age:• Education:• Income:• Occupation:• Life Stage:
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INVESTMENT TIME
INVESTMENT RESULTS REMAIN ANONYMOUS UNTIL ALL THREE INVESMENTS ARE MADE.
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Investment ResultsFirms
Shoes
PS4
iPhone 6
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END PART 3LEARNING TARGET: I CAN IDENTIFY DIFFERENT KINDS OF COMMERCIALS.
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PART 4: PLANNING THE ADVERTISEMENT
LEARNING TARGET: I CAN CREATE AN ADVERTISEMENT THAT USES COMMERCIAL STRATEGIES AND PROPAGANDA TO TARGET A SPECIFIC AUDIENCE.
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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.
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Criteria• Topic Limitations:
– No fictitious products– No Beverage, Snickers, Doritos, or athletic apparel
company (e.g. Nike, Under Armour).– All concepts must be original.
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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.
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END PART 4
LEARNING TARGET: I CAN CREATE AN ADVERTISEMENT THAT USES COMMERCIAL STRATEGIES AND PROPAGANDA TO TARGET A SPECIFIC AUDIENCE.
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TEACHER NOTESNOT INTENDED FOR LECTURE
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Age Children Teens Adult Middle Age Mature Over 65
Target Audience
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Target Audience Gender
Male Female
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Target Audience Education
8th Grade or Less High School College Advanced College
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Target Audience Life Stage
Single Married w/, w/o Kids Single Parent Older, Single
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Target Audience Occupation
White Collar Blue Collar
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BANDWAGON
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Other people do it, so join in the group.
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REPTITION
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If I say/show something often enough, you’ll accept the idea.
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TRANSFER
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I will show you something you like, then you will share your good feelings about that toward my product or idea.
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TESTIMONIAL
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Somebody famous will say that my product or idea is good.
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GLITTERY GENERALITY
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I will use words vague or non-specific so that you won’t be able to pin down exactly what I am promising.
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BARGAIN
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I will give you more than you are paying for.
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INUENDO
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I won’t really say that the other product is awful, but I will hint around it.
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NAME CALLING
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I will use emotional words, then you will react emotionally, rather than logically.
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OVERSIMPLIFYING
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I will give you a simple solution for a complex problem.
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SNOB
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You are a superior person, if you go along with my idea.
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JUST PLAIN FOLKS
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“I’m just like you, so I know you will go along with me.”
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HIDDEN FEAR
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Plays on consumers’ sense of insecurity.
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FLAG WAVING
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You are patriotic if you go along with my product.
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