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. 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

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

8. Into specific customers to advertise towards
Narrow the 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. Reveal the ways the U.S. population can be grouped.
Activity
Reveal the ways the U.S. population can be grouped.

11. GENDER
RACE
AGE
SOCIAL CLASS
EDUCATION
LIFE STAGE
OCCUPATION

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

16. 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.

17. Part 3: pitching television commercials
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. Urban Decay Eye Shadow Pallet
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. Investment Results
Firms
Eye Shadow
Cologne
iPhone 7

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

29. 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

30. 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.

31. 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.

32. 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