Jordan Ryder Viterbo University Lesson Plan Analyzing Ad Campaigns Learner Profile The audience for this lesson

plan is high school juniors and seniors in a Marketing class. They are taking this class as an elective and interested in taking Business in college. They have already covered the 4 Ps of the Marketing Mix (Product, Price, Place, and Promotion) and are now going to learn how to implement the mix in evaluating ad campaigns. Contextual Factors This class is taught at Gale-Ettrick-Trempealeau High School in Galesville, WI. Total enrollment for 2012-2013 was 423 students. 52% of students were male and 48% of students were female. 97% of students were white, 1% was Hispanic, 1% was Asian, and 1% identified themselves as having more than 1 race/ethnicity. 26% of students were juniors and 24% were seniors. 14% of students had a disability. Goal(s) -Identify effective ad messages -Define target market -Identify audience demographics -Prepare students to create their own ad campaign Common Core Standards Subject: Language Arts Grade(s): 12 Standard: 12.2.3. Analyze the content and effect of subtle persuasive techniques used on-line and in broadcast and print media. Subject: Language Arts Grade(s): 12 Standard: 12.4.3. Identify the impact of image and context on particular audiences receiving the same message. Subject: Language Arts Grade(s): 12 Standard: 12.4.4. Develop and apply criteria for evaluating advertising campaigns for a variety of products, past and present. Subject: Language Arts Grade(s): 12 Standard: 12.5.2. Evaluate audience feedback on the clarity, form, effectiveness, technical achievement and aesthetic appeal of media work.

Objectives TSW evaluate a confusing commercial ad to better understand the importance of creating an effective message. TSW determine a target market to identify audience of the confusing advertisement. TSW compare target market and message of a confusing ad versus a clear-cut ad. Time Frame 20 minutes Resources and Materials: -Computer with internet -Projector to show ad campaign -Blank Paper -Pencils Instructional 3 minutes Introduction of defining an ad message, target market, and demographics 1 minute View Coca Cola IYDKDG commercial 2 minutes determine and analyze ad message, content, target market, demographics 3 minutes discuss ideas of ad message, content, target market, demographics 2 minutes Identify actual ad message, target market, demographics 1 minute View Sun Drop dancing guy commercial 2 minutes determine and analyze ad message, content, target market, demographics 3 minutes discuss ideas of ad message, content, target market, demographics 2 minutes Compare ad messages, content, target market, demographics 1 minute Restate importance of an ad message, target market, and demographics Procedure 1) Ask students to think about an advertisement they have seen and recall what they think the message of the ad was. Then, discuss how messages can invoke emotions and try to convince a buyer why they should buy the product/service. Lead into a discussion about target market and demographics. Define demographics as age, race, gender, buying habits, etc. 2) Show students confusing Coca-Cola ad 3) Have students write down and analyze the ad message, content, target market, demographics 4) Lead discussion of ideas of ad message, content, target market, demographics 5) Identify actual ad message, target market, demographics 6) Show students Sun Drop dancing guy commercial 7) Have students write down and analyze ad message, content, target market, demographics 8) Lead discussion of ideas of ad message, content, target market, demographics 9) Lead discussion to compare ad messages, content, target market, demographics 10) Lead discussion restating the importance of an ad message, target market, and demographics

Accommodations will be made for students through auditory listening and verbal discussion. Assessment - I will ask students to turn in their comparative notes on each of the sample ads to assess whether a difference was noticed between the two. The second assessment should use concrete vocabulary terms learned from demographic and target market discussion. - When assigning the ad campaign project, I will address any questions based on the discussion.

Analysis Analysis will be done on the basis of the students ability to create a clear and effective message to audiences. Does their message portray what they want to audience to remember? Students should be able to define their target market, and demographics of the target market. Students should be able to research and relate demographics of their target market to the media outlet usage.