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

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

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

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

Global Market

National Market

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

Into specific customers to advertise towards Narrow the Market Target Market Into specific customers to advertise towards

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

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

GENDER RACE AGE SOCIAL CLASS EDUCATION LIFE STAGE OCCUPATION

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

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

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

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

You need the 9 Types of Commercials worksheet 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.

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

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.

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

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

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.

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

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

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

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

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

Investment Results Firms Eye Shadow Cologne iPhone 7

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

Part 4: planning the advertisement 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

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.

Limitations COMMERCIAL CANNOT DO’S MY COMMERCIAL SHOULD 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 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.

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