Class: Senior Secondary School 1 (SS1 / SSS 1)
Term: Third Term
Week: 2
Age: 15 years
Duration: 45 minutes
Subject: Salesmanship
Curriculum Theme: Trade
Previous Lesson: Advertising: Meaning of Advertising, Concept, Roles and Reasons.
Topic: ADVERTISING
Subject Matter: Factors affecting choice of media, Advantages of advertising, Disadvantages of advertising, Benefits to consumer company and audience

Specific Objectives

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

Cognitive Domain:

Define advertising.
State at least four factors affecting the choice of advertising media.
List three advantages of advertising.
Identify three disadvantages of advertising.
Explain the benefits of advertising to consumers, companies, and the audience.

Affective Domain:

Appreciate the importance of advertising in trade and commerce.
Participate actively in discussions about advertising.
Develop an interest in analyzing different advertising campaigns.

Psychomotor Domain:

Identify various advertising media from examples.
Distinguish between effective and ineffective advertising messages.

Collaborate with peers during group discussions on advertising.
Share their opinions respectfully regarding different advertisements.

Reference Materials

The following resources were used in planning this lesson:

9 Years Basic Education Curriculum for Business Studies.
Lagos State Unified Scheme of Work for Senior Secondary Schools.
Anyanwuocha, R. A. (2010). Comprehensive Economics for Senior Secondary Schools. A. Johnson Publishers Ltd. (Relevant chapters on trade and marketing).
https://www.educatall.com/images/lesson-plan-template.pdf
https://nigerianinfopedia.com.ng/how-to-write-a-lesson-note-in-nigeria/

Instructional Materials

The teacher will teach this lesson with the aid of:

Media charts showing different types of advertising media (e.g., newspaper, radio, TV).
Samples of flyers, posters, and newspaper advertisements.
Whiteboard and markers.
Projector (if available) to show video advertisements.

Rationale for the Lesson

This lesson helps pupils understand how businesses communicate with customers to sell products and services. It enables them to recognize the various ways advertising influences their daily choices as consumers and how it contributes to economic activities.

Prerequisite/Previous Knowledge

Pupils have a basic understanding of trade, communication, and how businesses operate.

Lesson Content/Board Summary

ADVERTISING

Definition of Advertising

Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take or continue to take some action, usually to purchase a product or service. It is a paid, non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

Factors Affecting Choice of Advertising Media

The choice of advertising media depends on several factors, including:

Target Audience: The age, location, and habits of the intended customers.
Budget: The amount of money available for advertising.
Nature of Product/Service: Whether the product requires visual demonstration, detailed explanation, or immediate purchase.
Coverage: The geographical area the advertisement needs to reach.
Media Characteristics: The strengths and weaknesses of different media (e.g., reach, cost, impact).
Competitors’ Activities: What media competitors are using.
Timing: When the advertisement needs to be seen or heard to be most effective.

Advantages of Advertising

Advertising offers several benefits to businesses and consumers:

It creates awareness for new products and services.
It helps to increase sales and market share for companies.
It informs consumers about product features, prices, and availability.
It builds brand loyalty and preference.
It can reduce production costs through increased demand.
It helps to educate the public about important social issues.

Disadvantages of Advertising

Despite its advantages, advertising also has some drawbacks:

It can be very expensive, especially for widespread campaigns.
Some advertisements can be misleading or deceptive.
It can lead to increased prices for products to cover advertising costs.
It may create unnecessary desires for goods and services.
There is often a high level of advertising clutter, making it hard to stand out.
It can sometimes promote unhealthy lifestyles or stereotypes.

Benefits of Advertising to Consumers

Advertising provides the following benefits to consumers:

Information: It informs consumers about new products, their features, uses, and prices.
Choices: It presents various options, enabling consumers to make informed purchasing decisions.
Better Quality: Competition fostered by advertising can lead to improved product quality.
Convenience: It often provides information on where and when to purchase products.

Benefits of Advertising to Companies

Advertising provides the following benefits to companies:

Increased Sales: It promotes products and services, leading to higher sales volume.
Brand Building: It helps establish and maintain a strong brand image and recognition.
Market Expansion: It allows companies to reach new markets and customer segments.
Competitive Advantage: Effective advertising can differentiate a company’s offerings from competitors.

Benefits of Advertising to the Audience/Society

Advertising provides the following benefits to the audience and society:

Job Creation: The advertising industry creates jobs for many professionals (designers, writers, marketers).
Support for Media: Advertising revenue often funds media outlets (TV, radio, newspapers), allowing them to provide content.
Public Service Announcements: It can be used for public awareness campaigns on health, safety, and social issues.
Economic Growth: By stimulating demand, advertising contributes to economic activity and growth.

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 introduces the topic by asking pupils to mention some advertisements they have seen or heard recently. The teacher then writes “ADVERTISING” on the board.
Pupils’ Activity: Pupils respond by mentioning various advertisements and paying attention.
Learning Point: Pupils are introduced to the concept of advertising and its relevance.

Step 2: Factors Affecting Choice of Media

Time: 8 minutes
Teaching Skill: Explanation/Discussion
Teacher’s Activity: The teacher defines advertising and then explains the various factors that influence the choice of advertising media, using examples of different products and how they might be advertised (e.g., luxury cars on TV, local events on flyers). The teacher writes key points on the board.
Pupils’ Activity: Pupils listen, ask questions for clarification, and take notes.
Learning Point: Pupils understand what advertising is and the considerations for choosing media.

Step 3: Advantages of Advertising

Time: 7 minutes
Teaching Skill: Explanation/Listing
Teacher’s Activity: The teacher discusses and lists the advantages of advertising, such as creating awareness, increasing sales, and informing consumers. The teacher encourages pupils to suggest advantages they have observed.
Pupils’ Activity: Pupils contribute ideas, listen to explanations, and copy notes from the board.
Learning Point: Pupils identify and comprehend the positive aspects of advertising.

Step 4: Disadvantages of Advertising

Time: 7 minutes
Teaching Skill: Explanation/Critical Thinking
Teacher’s Activity: The teacher guides a discussion on the disadvantages of advertising, such as high cost, potential for misleading information, and creating unnecessary desires. The teacher uses real-world examples to illustrate these points.
Pupils’ Activity: Pupils share their views on the negative impacts of advertising and note down the points.
Learning Point: Pupils recognize the drawbacks and ethical considerations of advertising.

Step 5: Benefits of Advertising

Time: 7 minutes
Teaching Skill: Elaboration/Categorization
Teacher’s Activity: The teacher explains the specific benefits of advertising to different stakeholders: consumers, companies, and the general audience/society. The teacher uses the instructional materials (flyers, posters) to show how they provide information to consumers or promote a company.
Pupils’ Activity: Pupils pay attention, identify the different beneficiaries, and ask questions.
Learning Point: Pupils understand how advertising serves various groups in the economy and society.

Step 6: Teacher Review and Recap

Time: 2 minutes
Teaching Skill: Summarization
Teacher’s Activity: The teacher briefly reviews the main points of the lesson, emphasizing the definition of advertising, factors influencing media choice, and its advantages, disadvantages, and benefits to different groups.
Pupils’ Activity: Pupils listen attentively and prepare for evaluation.
Learning Point: Key concepts are reinforced for better retention.

Step 7: Evaluation/Review

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

What is advertising?
Mention three factors that affect the choice of advertising media.
State two advantages of advertising.
List two disadvantages of advertising.
Explain one benefit of advertising to a company and one benefit to a consumer.

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: Pupils demonstrate understanding of the lesson.

Step 8: Conclusion

Time: 1 minute
Teaching Skill: Closure
Teacher’s Activity: The teacher summarizes the lesson by reminding pupils that advertising is a powerful tool in business and society, with both positive and negative aspects. The teacher then gives a take-home assignment.
Pupils’ Activity: Pupils listen and copy the assignment.
Learning Point: The lesson is concluded, and pupils are given further engagement.

Lesson Keywords

Advertising – A paid form of non-personal communication used to persuade an audience to take action.
Media – The channels through which advertising messages are delivered (e.g., TV, radio, newspapers).
Consumer – An individual who uses products or services.
Company – A business organization that produces or sells goods or services.
Audience – The group of people targeted by an advertisement.
Persuasion – The act of convincing someone to believe or do something.
Information – Facts provided or learned about something or someone.

Differentiation

For pupils who grasp concepts quickly, the teacher can encourage them to research and present examples of successful and unsuccessful advertising campaigns. For those who require more support, the teacher can provide simplified handouts with key definitions and examples, or pair them with stronger pupils for collaborative learning and direct supervision during activities.

Note for teachers using this lesson plan

Teachers should use real-life examples of advertisements relevant to the pupils’ environment to make the lesson more engaging. Encourage active participation through discussions and allow pupils to share their experiences with advertisements. Ensure the board summary is clear and concise for pupils to copy. Emphasize critical thinking about advertising messages.