Class: Senior Secondary School 1 (SS1 / SSS 1)
Term: 3rd Term
Week: 2
Age: 15 years
Duration: 45 minutes
Subject: Marketing
Curriculum Theme: Trade
Previous Lesson: Advertising: Media Types.
Topic: Advertising
Subject Matter: Advantages of electronic media, Disadvantages of electronic media, Audience reach

Specific Objectives

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

Cognitive Domain:

Define electronic media in the context of advertising.
List at least three advantages of using electronic media for advertising.
State at least three disadvantages of using electronic media for advertising.
Explain the concept of audience reach in advertising.

Affective Domain:

Appreciate the widespread influence of electronic media in advertising.
Consider the factors that influence the choice of electronic media for advertising.

Psychomotor Domain:

Identify various types of electronic media used for advertising.
Differentiate between the reach of different electronic media.

Participate actively in class discussions about advertising strategies.
Collaborate with peers to analyze advertising examples.

Reference Materials

The following resources were used in planning this lesson:

9 Years Basic Education Curriculum for Senior Secondary Schools.
State Unified Scheme of Work for Marketing, SSS 1.
Any standard Marketing textbook for Senior Secondary Schools.

Instructional Materials

The teacher will teach this lesson with the aid of:

Audio tapes
Television set
Radio set
Charts showing different advertising media
Whiteboard and markers

Rationale for the Lesson

This lesson helps pupils understand how businesses use various electronic channels to promote their products and services. It enables them to recognize the benefits and drawbacks of these methods and how advertisers try to reach specific groups of people.

Prerequisite/Previous Knowledge

Pupils have a general understanding of advertising and different ways companies promote their products.

Lesson Content/Board Summary

Advertising: Electronic Media and Audience Reach

Electronic Media in Advertising

Electronic media refers to broadcast or digital media that use electronics or electromechanical energy for users to access content. In advertising, these are channels like television, radio, and the internet.

The following are common types of electronic media used for advertising:

Television
Radio
Internet (e.g., social media, websites, streaming platforms)
Mobile phones

Advantages of Electronic Media in Advertising

The following are advantages of using electronic media for advertising:

Wide Reach: They can reach a large and diverse audience simultaneously, both locally and globally.
Impactful: Media like television and the internet combine sound, sight, and motion, making advertisements more engaging and memorable.
Targeting Capabilities: Digital electronic media (internet, smart TV) allow advertisers to target specific demographics, interests, or behaviours.
Immediacy: Messages can be delivered quickly and updated in real-time, which is useful for time-sensitive promotions.
Engagement: Online platforms offer interactive elements, allowing direct engagement with the audience.

Disadvantages of Electronic Media in Advertising

The following are disadvantages of using electronic media for advertising:

High Cost: Production and airtime or placement on popular electronic media can be very expensive.
Clutter: Consumers are exposed to many advertisements, making it difficult for a single ad to stand out.
Short Exposure Time: Messages are often brief, especially on television and radio, requiring advertisers to convey information quickly.
Ad Skipping/Blocking: Viewers can skip or block advertisements using devices like DVRs or ad-blocking software online.
Measurement Challenges: Accurately measuring the effectiveness and return on investment for some traditional electronic media can be difficult.

Audience Reach through Electronic Media

Audience reach refers to the total number of different people or households exposed to an advertisement or an advertising campaign during a specific period. Electronic media vary in their ability to reach different audiences.

Factors affecting audience reach include:

Type of electronic media used (e.g., TV, radio, internet).
Time of broadcast or placement (e.g., prime time TV, specific radio show).
Budget allocated for the advertising campaign.
Specific target demographic of the product or service.

Examples of audience reach:

Television: Can reach millions of viewers nationally or locally, depending on the station and program popularity.
Radio: Effective for reaching local communities or specific demographic groups (e.g., youth, commuters) through specialized stations.
Internet: Offers global reach and highly precise targeting based on user data, interests, and online behaviour.

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 and asks them to mention different ways they see or hear about new products. The teacher then links their responses to the topic of advertising and specifically mentions electronic media.
Pupils’ Activity: Pupils respond by mentioning television, radio, social media, etc.
Learning Point: Pupils are introduced to the concept of advertising through electronic media.

Step 2: Presentation of Electronic Media

Time: 10 minutes
Teaching Skill: Explanation/Identification
Teacher’s Activity: The teacher defines electronic media in the context of advertising and lists various types, using instructional materials like a radio or TV to demonstrate. The teacher writes key points on the board.
Pupils’ Activity: Pupils listen, observe, and copy notes from the board. They may ask questions for clarification.
Learning Point: Pupils understand the definition and types of electronic media used in advertising.

Step 3: Discussion of Advantages

Time: 10 minutes
Teaching Skill: Facilitation/Discussion
Teacher’s Activity: The teacher guides a discussion on the benefits of using electronic media for advertising, prompting pupils to think about how these media reach people and make ads appealing. The teacher lists the advantages on the board.
Pupils’ Activity: Pupils contribute their ideas and examples of advantages, discussing among themselves.
Learning Point: Pupils identify and explain the advantages of electronic media in advertising.

Step 4: Discussion of Disadvantages

Time: 7 minutes
Teaching Skill: Critical Thinking/Analysis
Teacher’s Activity: The teacher leads a discussion on the drawbacks of electronic media advertising, asking pupils to consider challenges like cost or ad avoidance. The teacher writes the disadvantages on the board.
Pupils’ Activity: Pupils share their thoughts on the negative aspects and discuss potential solutions or limitations.
Learning Point: Pupils identify and explain the disadvantages of electronic media in advertising.

Step 5: Explanation of Audience Reach

Time: 5 minutes
Teaching Skill: Explanation
Teacher’s Activity: The teacher explains the concept of “audience reach” in advertising, clarifying how different electronic media can reach various numbers and types of people. The teacher gives examples for TV, radio, and internet.
Pupils’ Activity: Pupils listen attentively and ask questions to better understand how reach is measured and achieved.
Learning Point: Pupils understand the meaning of audience reach and how it applies to electronic media.

Step 6: Class Activity/Example

Time: 3 minutes
Teaching Skill: Application
Teacher’s Activity: The teacher presents a scenario (e.g., advertising a new soft drink for teenagers) and asks pupils to suggest which electronic media would be most effective and why, considering audience reach.
Pupils’ Activity: Pupils discuss and provide suggestions, justifying their choices.
Learning Point: Pupils apply their knowledge of electronic media and audience reach to practical scenarios.

Step 7: Evaluation/Review

Time: 5 minutes

Teaching Skill: Questioning/Assessment

Teacher’s Activity: The teacher evaluates the learning by asking the following questions:

Define electronic media in the context of advertising.
Mention three advantages of using electronic media for advertising.
State two disadvantages of advertising through electronic media.
Explain what is meant by “audience reach” in advertising.

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: Pupils demonstrate understanding of the lesson.

Step 8: Conclusion

Time: 0 minutes
Teaching Skill: Summarization
Teacher’s Activity: The teacher briefly summarizes the key points of the lesson and assigns homework, which could be to research a popular advertisement and identify the electronic media used and its likely audience reach.
Pupils’ Activity: Pupils listen to the summary and copy the homework assignment.
Learning Point: Pupils consolidate their learning and prepare for further exploration.

Lesson Keywords

Electronic Media – Broadcast or digital media that use electronics for content access, such as TV, radio, and the internet.
Advertising – The activity or profession of producing advertisements for commercial products or services.
Audience Reach – The total number of different people or households exposed to an advertisement or campaign over a specific period.
Broadcast Media – Media transmitted over airwaves, like radio and television.
Digital Media – Electronic media that operate on digital codes, typically associated with the internet and computers.

Differentiation

For pupils who grasp concepts quickly, the teacher can encourage them to research and present examples of highly effective or ineffective electronic media campaigns. For pupils needing more support, the teacher can provide simplified charts or visual aids and offer more direct guidance during discussions.

Note for teachers using this lesson plan

Ensure that pupils understand the practical implications of choosing different electronic media for advertising. Encourage them to think critically about the advertisements they encounter daily and how they are designed to reach specific audiences. Real-world examples from Nigeria can make the lesson more relatable.