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Advertising

Learn how to create a persuasive advertisement that targets a specific audience by exploring target markets, types of commercials, and pitching practice. Develop a commercial concept that appeals to your target audience and represents one of the nine commercial types.

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Advertising

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  1. Advertising Unit Objective: I can create a persuasive advertisement that represents one of the nine commercial types and that targets a specific audience.

  2. PART 1: Target Audience PART 2: Types of commercials PART 3: Pitching Practice PART 4: Planning the Advertisement Unit At a Glance

  3. Learning Target: I can identify an intended audience. Part 1: Target audience

  4. Market What is the market? Customers who desire and are willing to spend money on products

  5. Global Market

  6. National Market

  7. But… you don’t do a good job If you try to appeal your product to everyone, of appealing to anyone.

  8. Narrowthe Market Target Market Into specific customers to advertise towards

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

  10. Activity Reveal the ways the U.S. population can be grouped.

  11. GENDER RACE AGE EDUCATION SOCIAL CLASS OCCUPATION LIFE STAGE

  12. But it’s important to remember, every category doesn’t need to be defined.

  13. At least three to four categories will be narrowed though, to provide focus for the media creator.

  14. Activity With three others, analyze the target market of different commercial products. Use the documents, Target Market Advertising Samples and Target Market Analysis Questionnaire.

  15. Learning Target: I can identify different types of commercials. Part 2: types of commercials

  16. Activity You need the 9 Types of Commercials worksheet 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.

  17. Learning Target: I can develop an idea for a target audience. Part 3: pitching television commercials

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

  19. Setup • Write your Ad. Firm’s name on a desk plate. • Write your Ad Firm’s name on your envelope.

  20. Product Pitch 1 Urban Decay Eye Shadow Pallet Target Market Race: Gender: Age: Education: Social Class: Occupation: Life Stage:

  21. 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.

  22. INVESTMENT RESULTS REMAIN ANONYMOUS UNTIL ALL THREE INVESMENTS ARE MADE. Investment time

  23. Product Pitch 2 Polo Red Cologne Target Market Race: Gender: Age: Education: Social Class: Occupation: Life Stage:

  24. INVESTMENT RESULTS REMAIN ANONYMOUS UNTIL ALL THREE INVESMENTS ARE MADE. Investment time

  25. Product Pitch 3 iPhone 7 Target Market Race: Gender: Age: Education: Social Class: Occupation: Life Stage:

  26. INVESTMENT RESULTS REMAIN ANONYMOUS UNTIL ALL THREE INVESMENTS ARE MADE. Investment time

  27. LEARNING TARGET: I CAN IDENTIFY DIFFERENT KINDS OF COMMERCIALS. End Part 3

  28. Learning Target: I can create a persuasive advertisement that represents one of the nine commercial types and that targets a specific audience. Part 4: planning the advertisement

  29. Planning Task • Determine a product. • Identify it’s target market. • Write a commercial concept for a :30 - :60 second spot. • Identify its commercial type . • Explain how the concept will appeal to the target audience.

  30. Limitations COMMERCIAL CANNOT DO’S MY COMMERCIAL SHOULD Fit the budget constraints (don’t do something you can’t afford) Fit the location constraints (don’t make a video with a setting at home if you can’t shoot in a home) Fit your time constraints. • PREVIOUSLY DONE PROFESSIONAL BRAND STRATEGIES • SNICKERS • SPORTS DRINKS • TRADITIONAL FOOTWEAR • SPORTSWEAR • COMPARISONS • TELL IT COMMERCIAL STYLE/ INFOMERCIAL • NO GAMEPLAY • NO FAKE PRODUCTS • NO PHONES • NO GOPRO • NO GREENSCREEN

  31. Learning Target: I can create a persuasive advertisement that represents one of the nine commercial types and that targets a specific audience. End Part 4

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