Lesson Note on Advertising: Meaning, Types, Methods and Media for SS 2

Class: Senior Secondary School 2 (SS2 / SSS2)
Term: First Term
Week: 5
Age: 16 years
Duration: 45 minutes
Subject: Commerce
Curriculum Theme: Marketing and Distribution
Previous Lesson: Communications: Internet, Social Media and Email Use.
Topic: ADVERTISING
Subject Matter: Meaning of advertising, roles and importance, types of advertising, methods of advertising, media of advertising.

Specific Objectives

By the end of the lesson, pupils should be able to:

Cognitive Domain:

• Define advertising.
• State the roles and importance of advertising.
• Identify different types, methods, and media of advertising.

Affective Domain:

• Appreciate the significance of advertising in business and daily life.
• Develop an interest in analyzing and creating advertising messages.

Psychomotor Domain:

• Dramatize various methods of advertising.
• Create short sample adverts for simple products.

Social Domain:

• Work collaboratively in groups to classify and create advertising content.

Reference Materials

The following resources were used in planning this lesson:

• Senior Secondary Schools Education Curriculum
• State Unified Scheme of Work
• Anyanwuocha, R. A. (2018). Comprehensive Commerce for Senior Secondary Schools. A. Johnson Publishers Ltd.

Instructional Materials

The teacher will teach this lesson with the aid of:

• Pictures of various adverts
• Radio (or audio clips of radio adverts)
• Television (or video clips of TV adverts)
• Newspapers and magazines
• Posters and billboards

Rationale for the Lesson

Understanding advertising helps pupils grasp how businesses communicate with customers and promote their products. It enables them to recognize the different forms of advertising they encounter daily and appreciate its role in economic activities.

Prerequisite/Previous Knowledge

Pupils have a basic understanding of business communication and the concept of buying and selling.

Lesson Content/Board Summary

ADVERTISING

Meaning of Advertising

Advertising is a paid form of non-personal communication used by businesses or individuals to inform or persuade potential customers about a product, service, or idea. It aims to create awareness, stimulate demand, and influence consumer behavior.

Roles and Importance of Advertising

The following are the roles and importance of advertising:

• Informs Customers: It makes consumers aware of new products, their features, and benefits.
• Persuades Customers: It convinces potential buyers to purchase a product or service.
• Increases Sales: Effective advertising can lead to higher demand and increased sales volume.
• Builds Brand Image: It helps in creating a positive image and recognition for a brand.
• Supports Marketing Efforts: It complements other marketing strategies like sales promotion and public relations.
• Facilitates Competition: It enables businesses to compete effectively in the market by highlighting their unique selling points.
• Educates the Public: It can be used to inform the public about social issues, health campaigns, or government policies.

Types of Advertising

Advertising can be classified based on its objective or scope:

• Persuasive Advertising: Aims to convince consumers that a company’s product or service is the best, often used when products are similar.
• Informative Advertising: Focuses on providing detailed information about a product, its features, and how it works, often used for new products.
• Competitive Advertising: Compares a product directly or indirectly with competitors’ products to highlight its superiority.
• Mass Advertising: Targets a very large and undifferentiated audience using mass media like TV and radio.
• Specific Advertising: Targets a particular segment of the market with tailored messages, often through specialized magazines or online platforms.

Methods of Advertising

The methods refer to the general approach used to reach the audience:

• Direct Advertising: Involves sending promotional messages directly to individual consumers, such as direct mail, email marketing, telemarketing, or door-to-door sales.
• Indirect Advertising: Reaches consumers through general media without direct personal contact, such as through television, radio, newspapers, or billboards.

Media of Advertising

The media of advertising are the channels through which advertising messages are delivered:

• Cinema: Adverts shown before or during movie screenings.
• Window Display: Arrangement of products in a shop window to attract passers-by.
• Catalogues: Printed booklets showing products and prices, often mailed to customers.
• Hoarding (Billboards): Large outdoor advertising boards placed in strategic locations.
• Radio: Audio adverts broadcast on radio stations.
• Television: Video adverts broadcast on television channels.
• Newspapers: Printed adverts placed in daily or weekly newspapers.
• Magazines: Adverts in specialized publications, often targeting specific interests.
• Posters: Printed notices or pictures displayed in public places.
• Internet/Social Media: Online adverts on websites, search engines, and social media platforms.

Teaching Methods/Instructional Techniques

Discussion, Lecture, Demonstration, Question and Answer, Visual Aids

Instructional Procedures

Step 1: Introduction

Time: 5 minutes
Teaching Skill: Set Induction
Teacher’s Activity: The teacher greets the pupils, reviews the previous lesson briefly, and then asks pupils what they understand by advertisements they see or hear daily.
Pupils’ Activity: Pupils respond to the teacher’s questions and share their experiences with adverts.
Learning Point: Pupils are mentally prepared for the new topic.

Step 2: Meaning of Advertising

Time: 7 minutes
Teaching Skill: Explanation/Definition
Teacher’s Activity: The teacher explains the meaning of advertising as a paid, non-personal form of communication to inform or persuade customers.
Pupils’ Activity: Pupils listen attentively and take notes, then attempt to define advertising in their own words.
Learning Point: Pupils understand the core definition of advertising.

Step 3: Roles and Importance of Advertising

Time: 7 minutes
Teaching Skill: Discussion/Elaboration
Teacher’s Activity: The teacher discusses the various roles and importance of advertising, such as informing, persuading, increasing sales, and building brand image.
Pupils’ Activity: Pupils contribute to the discussion by giving examples of how advertising plays these roles in real life.
Learning Point: Pupils grasp why advertising is important to businesses and consumers.

Step 4: Types of Advertising

Time: 7 minutes
Teaching Skill: Explanation/Categorization
Teacher’s Activity: The teacher explains the different types of advertising, such as persuasive, informative, competitive, mass, and specific, with practical examples for each.
Pupils’ Activity: Pupils identify and classify different advert types based on the teacher’s examples.
Learning Point: Pupils can differentiate between various types of advertising.

Step 5: Methods of Advertising

Time: 6 minutes
Teaching Skill: Demonstration/Activity
Teacher’s Activity: The teacher explains the direct and indirect methods of advertising and guides pupils to dramatize simple scenarios for each method.
Pupils’ Activity: Pupils listen, ask questions, and dramatize short adverts illustrating direct and indirect methods in groups.
Learning Point: Pupils understand and can demonstrate different advertising methods.

Step 6: Media of Advertising

Time: 6 minutes
Teaching Skill: Visual Aids/Identification
Teacher’s Activity: The teacher shows examples of various advertising media (pictures, radio clips, newspaper adverts, posters) and discusses their uses, including cinema, window display, catalogues, and hoardings.
Pupils’ Activity: Pupils identify each advertising medium and discuss its advantages and disadvantages.
Learning Point: Pupils recognize and understand the different channels used for advertising.

Step 7: Evaluation/Review

Time: 5 minutes
Teaching Skill: Questioning/Assessment
Teacher’s Activity: The teacher evaluates the learning by asking the following questions:

1. Define advertising.
2. State three roles of advertising.
3. Mention two types of advertising and briefly explain them.
4. Identify two methods of advertising.
5. List three media of advertising you are familiar with.

Pupils’ Activity: Pupils answer orally and in writing.
Learning Point: Pupils demonstrate understanding of the lesson.

Step 8: Conclusion

Time: 2 minutes
Teaching Skill: Summarization
Teacher’s Activity: The teacher summarizes the key points of the lesson on advertising and gives pupils homework to create a short advert for a product of their choice, identifying its type, method, and media.
Pupils’ Activity: Pupils listen to the summary and copy the homework.
Learning Point: Pupils consolidate their learning and apply knowledge.

Lesson Keywords

• Advertising – Paid communication to inform or persuade customers.
• Persuasive advertising – Aims to convince customers to buy a product.
• Informative advertising – Provides details about a product.
• Direct advertising – Messages sent straight to individuals.
• Indirect advertising – Messages delivered through mass media.
• Advertising media – Channels like radio, TV, newspapers, billboards.

Differentiation

For pupils who grasp concepts quickly, the teacher can encourage them to research ethical considerations in advertising. For pupils who need more support, the teacher can provide simpler examples and additional visual aids, pairing them with faster learners for group activities.

Note for teachers using this lesson plan

Teachers should ensure to bring actual examples of different advertising media to the class for better illustration. Encourage active participation and group work to make the lesson interactive and practical. Emphasize the ethical aspects of advertising when discussing its roles.