unit 3 • advertising &...

Unit 3 • Advertising & Promotion Session 1→ Develop an Advertising Campaign

Lesson Roadmap

Task 1: Develop an Advertising Campaign

Task 2: Create a Positioning Strategy

Task 3: Select Media for Campaign

2

Enabling Objective

Given readings with main idea and supporting details,

participants will explain the major steps involved in

developing an advertising campaign when given a

prompt.

3

Activation ( Session 1)

!  Instructions:

1.  Learners will be required state their understanding of the steps involved in creating an advertisement in the discussion forum.

! This will allow the the instructor to get an understanding of learners prior knowledge on the topic.

4

Demonstration (Session 1)

Learners will be introduced to 7 steps in creating an advertisement. The maze illustration represents the main tenets of the lesson that will covered.

5


Use of An Analogy

6


Instructor will introduce an analogy which will allow learners to form a comparison between the seven steps in creating and ad and seven step in building a house.

The key to students successfully completing an analogy is for them to first realize they need to link their familiar experiences with these new ideas that are presented to them. Once they have used the already learned concept, they can apply this same concept to new content. This helps them develop higher level thinking processes.

7

Application (Session 1)

Instruction:

1.  Learners will be required to create an advertising plan outlining the 7-steps for a product.

2.  Learners will be assigned peer feedback partners. 3.  Peer feedback partner will critique post in

discussion thread stating what worked and what did not work.

8

Integration (Session 1)

Instructions:

Learners will be asked to create a one-page cheat-sheet for small business owners, outlining how they can develop an advertising campaign.

9

Unit 3 • Advertising &

Unit 3 • Advertising & Promotion Session 2→ Create an Advertisement

Lesson Roadmap

★ Background to lessons created

★ Lesson 1: Create an advertisement in groups

11

Background to Lessons Created Taking your business from a traditional “brick and mortar” operation to one that

can be easily accessed online will require business owners to implement some

form of digital media or marketing. Digital Media today has become necessary as

a means of creating, distributing, sharing and broadcasting information.

Prior to the recent advancements intechnology a video or movie could only be

produced in a studio environment that would require many other qualified people.

Today, a smart phone or handheld device with their many apps allows the

opportunity to make a video or movie. 12

Session 2: Create an Advertisement

Enabling Objective:

Given a WebQuest and technological tools, participants will

create a print, audio or video advertisement, in groups,

with no more than two errors.

13

Problem (Session 2)

For this task learners are to form groups of four

Place webquest task and list of scenarios(narrative

organizer) detailing the advertisement that needs to be

created in learning forum

14

WebQuest

15

List of Scenarios

Groups are to choose ONE scenario to create an ad

Your company is not a new company but you want new customers. You make drinks from organic ingredients only. Activity

You have invented a new kind of dye made from local ingredients, and you want to market this.

You have just opened a new local electronics store and you don’t have a big budget

You own a cake shop that uses unconventional ingredients to make tasty treats. You want to expand regionally.

16

Activation (Lesson 1)

Introduction:

Concept maps are illustrations, which are used to

demonstrate one's organisation of knowledge.

Students will be required to complete a concept

map showing the brainstorming of ideas to create a

video advertisement 17

Activation (Lesson 1) cont’d

Activity: Growing your idea Students should consider when creating a strategic plan: ★  What do people want to see? ★  Who’s the target audience? ★  How long will it be? ★  Have others done it? ★  What equipment would you need? ★  What effects will you need (audio-visual) to produce a

storyboard?

18

Activation (Lesson 1) cont’d

Instructions: Learners are to 1.  Review the following information:

How to write an advertisement plan 2.  Download a free concept-mapping tool

(examples will be given) to generate a concept map to illustrate their understanding of creating an advertising plan

19

Demonstration (Lesson 1)

Activity: Place links of resources that demonstrate the process

involved in creating an advertisement. Video links: How to create a video commercial

How to build a print ad How to make a commercial How to create a print ad

Written links: How to create an advertisement

20

Sample Video Demonstration

21

Application (Sesson 2)

Activities: 1.  Learners in their teams (small groups) are to decide on

the product they are going to advertise from scenarios. 2.  Learners are to perform the activities listed in the

WebQuest according to their role. 3.  Learners are to post in the discussion group what role

each member of the team is playing.

22


Activities: 1.  Each group will create a PowerPoint presentation on the

process of creating their team’s advertisements along with a showcase of their advertisements to the class in a Blackboard Collaborate session.

2.  Learners are to post in the activity forum to generate a discussion on how they are going to use their new knowledge and skills in their businesses.

23

Assessment/Evaluation (Lesson 1)

A performance rubric will be used to assess learning (see Appendix 6 for rubric).

24

Unit 3 • Advertising & Promotion Session 3→ Use Social Media to Promote your Website

Lesson Roadmap

Task 1: Create promotion ★  Develop a strategic plan ★  Design promotion

Task 2: Create social media accounts ★  Research different social media ★  Create social media accounts

Task 3: Link promotion to social media account

26

Enabling Objective (Session 3)

Given social media told, participants will create a promotion for their business during the course of the lesson

27

Activation (Session 3) Activity: Learners will be required to share with the group by posting to the discussion thread below the answers to the following:

1.  What has been your experience using Social Media sites? 2.  What do you want to know about Social Media Marketing? 3.  What have you learned about Social Media?

Posting should be done using the following format: Topic should be LastName_KWL on Social Media.

This will allow the instructor to assess prior knowledge of learners using an advanced organizer.

28


Learners will view a video presentation outlining how to develop social media strategies for small businesses.

Video length (20 minutes)

29

Application (Session 3) Instructions: Learners will be required to: 1.  Update their advertising plan by creating a social media marketing

addendum, 2.  Assess their current social media use and how it is working for them. This

requires learners to review their current social media exposure by completing a social media audit (a template will be provided) that you can follow for each step of the process.

Once you’ve audited completed this process, ,it’s time to hone your online presence. Choose what networks best meet your social media goals. The following social media sites can be used for this purpose.

!  Facebook !  Twitter !  Google+ !  LinkedIn Profiles !  LinkedIn Company Pages !  Instagram

30


Instructions: You are required to create a discussion forum thread LastName_Social Media URL to post links to your completed promotions in this discussion forum. Respond to at least two (2) of your peer's work giving feedback as to one strength and one weakness.

31

Assessment - Project

Enabling Objective:

Given technological tools participants will create

independently a print, audio or video advertisement for

their business with no more than two errors.

32

Task 2: Create an Advertisement Independently

Enabling Objective:

Given a rubric participants will independently

evaluate and measure their peer’s advertising

results during the evaluation period of the lesson.

33

Project Based Learning

Project-based learning will allow the use of real world

examples in the classroom environment. By bringing

real-life context and technology to the unit through

PBL, learners are encouraged to become

independent workers, critical thinkers, and life-long

learners. 34

Project Instructions Your assignment is to CREATE a new and impressive print or audio-visual ADVERTISEMENT. You

are to use your existing product/company. Do not take ideas/concepts from advertising that is already out there! Be creative, be unique and have fun with this!

1.  BRAINSTORM: Students will be expected to brainstorm their approach (storyboard) and develop a script (Use guidelines in designing ads for video format)

2.  Upload storyboard and or script for feedback from instructor.

3.  Develop script into a video for their business and post to forum for feedback (Sample videos provided in project showcase)

4.  Finalize video editing , upload iterated video to business website and post URL link on the course space.

Requirements: - The product that you are marketing must be appropriate for business (no profanity). - Your Ad should be 30-45 seconds long - no longer. - Must contain original video that you shot. (Minimize use of external video/images)

35

List of Ad Types

Choose ONE Ad Type to create your audio-visual ad from the list below:

! Ad introducing your business ! Ad highlighting your product(s) ! Promotional Ad ! Ad to educate your customers

36

Video Showcase

Place links of resources that demonstrate the process involved in creating an advertisement.

Video links: How to create a video commercial

Introduce Your Business Sample

Highlight Your Business Sample

Create Promotions Sample

Educate Your Customers Sample 37

Evaluation

Activities: 1.  Learners will complete the activities listed for the

Project independently over a 3 day period. 2.  Learners are to adhere to specific time deadlines

to receive feedback in order to iterate work.

38

Evaluation

Peer Evaluation Activities:

After lesson, students reflect and analyze the process and problem-solve by performing peer assessments on assigned peer-partner uploaded audio-visual Ad. Peer feedback will be posted under week discussion forum. Critique will be based on 4 Ps of marketing and will state:

! One strength of the peer learner Ad ! One weakness of peer learner Ad

39

Assessment

A performance rubric will be used to assess learning (see Appendix 6)

40

unit 3 • advertising &...

Documents