Class: Senior Secondary School 1 (SS1 / SSS 1)
Term: 3rd Term
Week: 1
Age: 15 years
Duration: 45 minutes
Subject: Salesmanship
Curriculum Theme: Trade
Previous Lesson: .
Topic: ADVERTISING
Subject Matter: Meaning of advertising, Basic concept of advertising, Role of advertising, Reasons for advertising to company salesman and public.

Specific Objectives

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

Cognitive Domain:

Define advertising.
State the basic concepts of advertising.
List at least three roles of advertising.
Enumerate at least two reasons for advertising for a company, salesman, and the public.

Affective Domain:

Appreciate the importance of advertising in sales and marketing.
Show interest in identifying different types of advertisements.

Psychomotor Domain:

Identify various advertising media used in Nigeria.
Create a simple slogan for a product.

Discuss the influence of advertising on consumer choices.

Reference Materials

The following resources were used in planning this lesson:

9 Years Basic Education Curriculum for Salesmanship.
State Unified Scheme of Work for Senior Secondary Schools.
Etuk, K. (2018). Salesmanship for Senior Secondary Schools. Lagos: University Press Plc.

Instructional Materials

The teacher will teach this lesson with the aid of:

Posters with various advertisements.
Sample adverts from newspapers, magazines, and product packaging.
Markers and whiteboard/chalkboard.

Rationale for the Lesson

This lesson helps pupils understand how businesses communicate with customers and promote their products. It enables pupils to see how advertising influences buying decisions and plays a part in the success of companies and sales efforts.

Prerequisite/Previous Knowledge

Pupils have basic knowledge of trade, business activities, and some common ways products are sold in the market.

Lesson Content/Board Summary

ADVERTISING

Meaning of Advertising

Advertising is a paid form of non-personal communication used to promote or sell a product, service, idea, or organization by an identified sponsor. It aims to persuade a target audience to take a specific action, such as buying a product.

Basic Concepts of Advertising

The following are the basic concepts of advertising:

Paid Form: Advertisers pay for the space or time used to convey their message.
Non-personal: The message is delivered to a large audience, not tailored to individuals.
Identified Sponsor: The source of the advertising message is clearly known.
Persuasion: The primary goal is to convince the audience to believe in or do something.
Mass Media: Advertising uses various media channels to reach a wide audience.

Roles of Advertising

Advertising plays several important roles in business and society:

It creates awareness for new products and services.
It informs consumers about product features, benefits, and prices.
It persuades consumers to purchase specific products or brands.
It reminds consumers about existing products and their value.
It builds and maintains brand image and loyalty.
It supports sales efforts by generating leads and inquiries.

Reasons for Advertising

For the Company:

Companies advertise for the following reasons:

To introduce new products to the market.
To increase sales volume and market share.
To build a strong brand name and reputation.
To differentiate their products from competitors.
To attract new customers and retain existing ones.

For the Salesman:

Advertising helps salesmen in these ways:

It pre-sells products, making the salesman’s job easier.
It generates leads and potential customers for the salesman.
It builds customer trust and confidence in the product before the salesman’s visit.
It provides support materials and arguments for the salesman during presentations.

For the Public/Consumers:

The public benefits from advertising in the following ways:

It provides information about available products and services.
It helps consumers make informed purchasing decisions.
It highlights product features, benefits, and sometimes prices.
It can introduce consumers to new ideas and innovations.
It contributes to competitive pricing through market competition.

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 any recent adverts they have seen on TV, heard on radio, or read in newspapers. The teacher then links their responses to the day’s topic.
Pupils’ Activity: Pupils mention various advertisements they recall. They listen attentively to the teacher’s introduction.
Learning Point: Pupils are introduced to the concept of advertising and its presence in their daily lives.

Step 2: Presentation of Meaning of Advertising

Time: 10 minutes
Teaching Skill: Explanation/Definition
Teacher’s Activity: The teacher defines advertising as a paid, non-personal form of communication by an identified sponsor to promote products or services. The teacher writes the definition on the board.
Pupils’ Activity: Pupils listen, take notes, and ask questions for clarification.
Learning Point: Pupils understand the definition and key characteristics of advertising.

Step 3: Explanation of Basic Concepts of Advertising

Time: 7 minutes
Teaching Skill: Elucidation
Teacher’s Activity: The teacher explains the basic concepts of advertising such as paid form, non-personal, identified sponsor, persuasion, and mass media, giving simple examples for each. The teacher writes the points on the board.
Pupils’ Activity: Pupils listen and note the basic concepts, contributing examples where possible.
Learning Point: Pupils grasp the foundational ideas behind how advertising works.

Step 4: Discussion of Roles of Advertising

Time: 8 minutes
Teaching Skill: Discussion/Brainstorming
Teacher’s Activity: The teacher leads a discussion on the various roles advertising plays, prompting pupils to think about how adverts create awareness, inform, persuade, and build brands. The teacher lists pupils’ contributions on the board.
Pupils’ Activity: Pupils actively participate in the discussion, contributing ideas on the roles of advertising.
Learning Point: Pupils identify and understand the various functions of advertising.

Step 5: Explanation of Reasons for Advertising

Time: 8 minutes
Teaching Skill: Explanation/Categorization
Teacher’s Activity: The teacher explains the specific reasons why advertising is important for the company, the salesman, and the public, providing examples for each category. The teacher ensures these points are written on the board.
Pupils’ Activity: Pupils listen, take notes, and differentiate the reasons for advertising based on the target group.
Learning Point: Pupils understand the diverse motivations and benefits of advertising for different stakeholders.

Step 6: Evaluation/Review

Time: 5 minutes

Teaching Skill: Questioning/Assessment

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

Define advertising in your own words.
Mention two basic concepts of advertising.
List three roles of advertising.
State two reasons why a company advertises.

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: Pupils demonstrate understanding of the lesson.

Step 7: Conclusion

Time: 2 minutes
Teaching Skill: Summarizing
Teacher’s Activity: The teacher summarizes the key points of the lesson, reiterating the meaning, basic concepts, roles, and reasons for advertising. The teacher assigns homework: “Find and bring to class two different types of advertisements (e.g., from a newspaper, magazine, or product label).”
Pupils’ Activity: Pupils listen to the summary and note down the homework assignment.
Learning Point: Pupils consolidate their understanding of the topic and prepare for future learning.

Lesson Keywords

Advertising – A paid form of non-personal communication to promote products or ideas.
Promotion – Activities that communicate the merits of a product and persuade target customers to buy it.
Target Audience – The specific group of consumers or businesses at which a company aims its advertising efforts.
Persuasion – The act of convincing someone to believe or do something.
Brand – A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.

Differentiation

For pupils who grasp concepts quickly, the teacher can challenge them to identify different advertising strategies in the sample adverts. For those needing more support, the teacher can provide simpler definitions or focus on identifying the main purpose of an advert.

Note for teachers using this lesson plan

Encourage pupils to bring real-life examples of advertisements to class to make the lesson more relatable. Use visual aids extensively to demonstrate different advertising media and styles. Allow for pupil interaction and discussion to deepen understanding.