Lesson Note on Advertising: Merits, Demerits and Consumer Protection for SS 2

Class: Senior Secondary School 2 (SS2 / SSS2)
Term: First Term
Week: 7
Age: 16 years
Duration: 45 minutes
Subject: Commerce
Curriculum Theme: Advertising
Previous Lesson: Advertising Media: Meaning, Electronic Media and Pros and Cons.
Topic: ADVERTISING CONTD
Subject Matter: Merits of advertising, demerits of advertising, consumer protection in advertising, factors affecting choice of advertising

Specific Objectives

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

Cognitive Domain:

• State the merits of advertising.
• Identify the demerits of advertising.
• Explain the concept of consumer protection in advertising.
• List factors affecting the choice of advertising media.

Affective Domain:

• Appreciate the importance of ethical advertising practices.
• Develop an awareness of consumer rights in relation to advertising.

Psychomotor Domain:

• Dramatize simple advertising messages.
• Suggest appropriate advertising media for different products.

Social Domain:

• Discuss the fairness and truthfulness of advertising messages.
• Relate advertising practices to real-life consumer experiences.

Reference Materials

The following resources were used in planning this lesson:

• Senior Secondary Schools Education Curriculum
• State Unified Scheme of Work
• Any relevant Commerce textbook for Senior Secondary Schools (e.g., Essential Commerce for Senior Secondary Schools)
• https://www.waeconline.org.ng/
• https://www.youtube.com/c/WAECKONNEC

Instructional Materials

The teacher will teach this lesson with the aid of:

• Pictures of various advertisements
• Radio
• Television
• Newspaper advertisements
• Whiteboard/Chalkboard and markers/chalk

Rationale for the Lesson

This lesson helps pupils understand the positive and negative aspects of advertising in business. It also enables them to identify how consumers are protected from misleading advertisements and the considerations businesses make when choosing how to advertise their products.

Prerequisite/Previous Knowledge

Pupils should have a basic understanding of advertising, its meaning, and general purposes from the previous lesson.

Lesson Content/Board Summary

ADVERTISING (CONT’D)

Merits of Advertising

Advertising offers several benefits to producers, consumers, and society. The following are some merits of advertising:

• Increases Sales: It informs potential buyers about products, leading to increased demand and sales for businesses.
• Informs Consumers: It provides information about new products, features, prices, and availability, helping consumers make informed choices.
• Creates Brand Loyalty: Consistent advertising helps in building brand recognition and loyalty among consumers.
• Supports Media: Advertising revenue helps to fund newspapers, television, radio, and online platforms.
• Facilitates Mass Production: Increased demand due to advertising encourages businesses to produce on a large scale, which can lead to lower production costs.
• Enhances Competition: It encourages competition among businesses, leading to better quality products and services.

Demerits of Advertising

Despite its benefits, advertising also has some drawbacks. The following are some demerits of advertising:

• Adds to Cost: The cost of advertising is often passed on to consumers in the form of higher prices for goods and services.
• Misleading Information: Some advertisements may contain exaggerated claims or false information, deceiving consumers.
• Encourages Materialism: It can create desires for unnecessary goods, promoting a materialistic lifestyle.
• Creates Monopolies: Large firms with huge advertising budgets can dominate the market, making it difficult for new entrants.
• Offensive Content: Some advertisements may be culturally insensitive, inappropriate, or annoying to viewers.
• Waste of Resources: Ineffective advertising campaigns can lead to a waste of financial and human resources.

Consumer Protection in Advertising

Consumer protection in advertising ensures that promotional messages are truthful, fair, and not misleading. This is achieved through various means:

• Truthful Claims: Advertisements must not make false or deceptive claims about product quality, price, or benefits.
• Regulatory Bodies: Agencies like the Advertising Practitioners Council of Nigeria (APCON) and the National Agency for Food and Drug Administration and Control (NAFDAC) set standards and monitor advertising content.
• Consumer Rights: Consumers have the right to accurate information, safety, and redress for misleading advertisements.
• Ethical Codes: Advertising agencies often adhere to ethical codes of conduct to promote responsible advertising.
• Legal Frameworks: Laws are in place to penalize companies that engage in deceptive advertising practices.

Factors Affecting Choice of Advertising Media

Businesses consider several factors when deciding which advertising media to use for their products. These factors include:

• Cost: The budget available for advertising significantly influences the choice of media. Some media (e.g., TV commercials) are more expensive than others (e.g., flyers).
• Target Audience: The demographics and preferences of the target consumers (age, location, interests) determine the most effective media to reach them.
• Nature of Product: The type of product (e.g., industrial goods, consumer goods, services) dictates the appropriate medium. Complex products might need detailed descriptions in print, while visual products benefit from TV.
• Geographical Coverage: Whether the product is local, national, or international affects the choice of media. Local newspapers for local products, national TV for wider reach.
• Reach and Frequency: The number of people the advertisement will reach and how often they will see it are important considerations.
• Competition: Marketers often choose media that their competitors are not using or use the same media to counter competitors’ campaigns.
• Advertising Objectives: The goal of the advertising campaign (e.g., to create awareness, increase sales, build brand image) influences the choice of media.
• Legal Restrictions: Certain products (e.g., alcohol, tobacco) have restrictions on where and how they can be advertised.

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 welcomes the pupils and reviews the previous lesson on the meaning and types of advertising. The teacher then introduces the topic by asking pupils to mention some positive and negative aspects they have observed about advertisements.
Pupils’ Activity: Pupils respond to questions and share their observations about advertisements.
Learning Point: Pupils recall previous knowledge and are prepared for the new topic.

Step 2: Merits of Advertising

Time: 7 minutes
Teaching Skill: Explanation/Discussion
Teacher’s Activity: The teacher explains the various merits of advertising, such as increasing sales, informing buyers, creating brand loyalty, and supporting media, using examples.
Pupils’ Activity: Pupils listen attentively, ask questions for clarification, and contribute examples of beneficial advertisements.
Learning Point: Pupils understand the positive impact of advertising.

Step 3: Demerits of Advertising

Time: 7 minutes
Teaching Skill: Explanation/Discussion
Teacher’s Activity: The teacher discusses the demerits of advertising, including its cost, potential for misleading information, encouragement of materialism, and creation of monopolies.
Pupils’ Activity: Pupils identify and discuss possible negative effects of advertising they have encountered.
Learning Point: Pupils understand the negative impact and criticisms of advertising.

Step 4: Consumer Protection in Advertising

Time: 8 minutes
Teaching Skill: Explanation/Questioning
Teacher’s Activity: The teacher explains the importance of consumer protection in advertising, discussing how regulatory bodies like APCON and NAFDAC ensure truthful claims and ethical practices. The teacher also highlights consumer rights.
Pupils’ Activity: Pupils state consumer rights related to advertising and discuss instances where consumer protection is necessary.
Learning Point: Pupils learn about mechanisms that protect consumers from deceptive advertising.

Step 5: Factors Affecting Choice of Advertising Media

Time: 8 minutes
Teaching Skill: Guiding/Illustration
Teacher’s Activity: The teacher guides pupils to identify suitable advertising media for different products, considering factors like cost, target audience, location, nature of the product, and advertising objectives. The teacher uses examples like advertising a local restaurant versus a national bank.
Pupils’ Activity: Pupils explain factors affecting the choice of advertising media and suggest appropriate media for various products.
Learning Point: Pupils learn the criteria businesses use to select advertising platforms.

Step 6: Activity/Dramatization

Time: 5 minutes
Teaching Skill: Practical Application
Teacher’s Activity: The teacher divides pupils into small groups and asks them to dramatize a short advertising message for a hypothetical product, then discuss if their message is fair and truthful.
Pupils’ Activity: Pupils dramatize advertising messages and discuss the fairness and ethical implications of their advertisements.
Learning Point: Pupils apply their understanding of advertising ethics in a practical scenario.

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. State three merits of advertising.
2. Mention two demerits of advertising.
3. How does consumer protection help in advertising?
4. List any three factors that affect the choice of advertising media.

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

Step 8: Conclusion

Time: Remaining minutes
Teaching Skill: Summarizing/Assignment
Teacher’s Activity: The teacher summarizes the key points of the lesson, emphasizing the dual nature of advertising and the importance of ethical practices. The teacher then assigns homework: “Research and write down the names of two regulatory bodies in Nigeria that protect consumers from misleading advertisements, and state one function of each.”
Pupils’ Activity: Pupils listen to the summary and copy the homework assignment.
Learning Point: Pupils consolidate their learning and prepare for further study.

Lesson Keywords

• Advertising – The activity or profession of producing advertisements for commercial products or services.
• Merits – The good points or advantages of something.
• Demerits – The bad points or disadvantages of something.
• Consumer Protection – Measures taken to safeguard the interests of consumers, especially against misleading advertising and unsafe products.
• Advertising Media – The various communication channels through which advertisements are delivered to target audiences.

Differentiation

For struggling learners, the teacher will provide simplified definitions and more direct examples, focusing on the core merits and demerits. Advanced learners will be encouraged to research specific cases of misleading advertising and discuss the role of consumer advocacy groups in Nigeria, prompting them to think critically about ethical dilemmas in advertising.

Note for teachers using this lesson plan

Teachers should encourage active participation by pupils, allowing them to share personal experiences with advertisements. Real-life examples from local Nigerian businesses and media will make the lesson more relatable. Ensure to guide discussions on ethical advertising practices and consumer rights effectively.