Class: Senior Secondary School 1 (SS1 / SSS 1)
Term: 3rd Term
Week: 3
Age: 15 years
Duration: 45 minutes
Subject: Marketing
Curriculum Theme: Trade
Previous Lesson: Advertising: Electronic Media Advantages And Disadvantages.
Topic: Advertising
Subject Matter: Advantages of print media, Disadvantages of print media, Advert creation

Specific Objectives

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

Cognitive Domain:

Define advertising.
State the advantages of print media in advertising.
Mention the disadvantages of print media in advertising.

Affective Domain:

Appreciate the importance of effective advertising.
Participate actively in discussions about advert creation.

Psychomotor Domain:

Create a simple print advert for a product or service.

Collaborate with peers to discuss and create adverts.

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).
Anyanwu, A. (2012). Marketing for Senior Secondary Schools Book 1. Learn Africa Plc.

Instructional Materials

The teacher will teach this lesson with the aid of:

Newspapers
Magazines
Catalogues
Whiteboard/Chalkboard
Markers/Chalk

Rationale for the Lesson

This lesson helps pupils understand how businesses communicate with customers through advertising, particularly using print media. Understanding the strengths and weaknesses of different media helps pupils make informed decisions as consumers and gives them basic knowledge if they pursue marketing careers.

Prerequisite/Previous Knowledge

Pupils have a basic understanding of trade, goods, and services, and may have encountered various forms of advertising in their daily lives.

Lesson Content/Board Summary

Advertising

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

Advantages of Print Media in Advertising

Print media refers to advertising through physically printed materials such as newspapers, magazines, brochures, and flyers. The following are advantages of print media:

Targeted Audience: Specific magazines or newspapers cater to particular demographics, allowing advertisers to reach a relevant audience.
Credibility: Many print publications are seen as credible sources of information, which can lend authority to the adverts they carry.
Longevity: Magazines and newspapers can be kept and reread, giving adverts a longer lifespan compared to transient media like radio or television.
Detailed Information: Print adverts can include more text and detailed information about a product or service.
Tangibility: Readers can physically hold and interact with print adverts, which can create a stronger impression.
Cost-Effective for Local Reach: Local newspapers can be an affordable way to reach a local community.

Disadvantages of Print Media in Advertising

Despite its advantages, print media also has certain drawbacks:

Limited Reach: Print media may not reach a broad audience quickly, especially compared to digital platforms.
Declining Readership: Many print publications are experiencing a decline in readership as more people turn to online news and content.
Static Content: Print adverts cannot use animation, sound, or video, which limits their dynamic appeal.
High Cost for Wide Reach: National print campaigns can be very expensive.
Short Shelf Life (Newspapers): Newspapers are often discarded within a day, limiting the exposure time for adverts.
Lack of Interactivity: Readers cannot directly click on an advert to learn more or make a purchase.
Measurability: It can be difficult to accurately measure the effectiveness and return on investment of print adverts.

Advert Creation

Advert creation involves designing and producing promotional messages for products, services, or ideas. Effective advert creation considers the target audience, the message to be conveyed, and the chosen medium.

Key elements to consider when creating an advert include:

Headline: A catchy phrase to grab attention.
Body Copy: The main text providing details about the product/service.
Visuals: Images or illustrations that attract the eye and support the message.
Call to Action: Instructions for what the audience should do next (e.g., “Buy now!”, “Visit our store!”).
Contact Information: How customers can reach the advertiser (phone, website, address).
Brand Logo: Identifies the company or product.

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 adverts they have seen recently on TV, radio, or in newspapers. The teacher then leads a brief discussion on what advertising is.
Pupils’ Activity: Pupils mention various adverts and share their understanding of advertising.
Learning Point: Pupils are introduced to the concept of advertising and its presence in daily life.

Step 2: Presentation of Topic

Time: 5 minutes
Teaching Skill: Explanation/Introduction
Teacher’s Activity: The teacher formally introduces the topic “Advertising” and specifically mentions the focus on print media, its advantages, disadvantages, and advert creation. The teacher writes the topic and subject matter on the board and defines advertising.
Pupils’ Activity: Pupils listen attentively, copy the topic and definition, and ask clarifying questions.
Learning Point: Pupils understand the main topic and its scope.

Step 3: Advantages of Print Media in Advertising

Time: 8 minutes
Teaching Skill: Explanation/Discussion
Teacher’s Activity: The teacher displays newspapers, magazines, and catalogues. The teacher then explains and lists the advantages of using print media for advertising, encouraging pupils to contribute their ideas.
Pupils’ Activity: Pupils observe the materials, listen, contribute points, and copy notes from the board.
Learning Point: Pupils learn the benefits of print media advertising.

Step 4: Disadvantages of Print Media in Advertising

Time: 8 minutes
Teaching Skill: Explanation/Discussion
Teacher’s Activity: The teacher continues the discussion by explaining the disadvantages of print media in advertising, drawing comparisons with other media where appropriate. The teacher ensures pupils understand each point.
Pupils’ Activity: Pupils listen, ask questions, and take notes on the disadvantages.
Learning Point: Pupils understand the limitations of print media advertising.

Time: 7 minutes
Teaching Skill: Demonstration/Explanation
Teacher’s Activity: The teacher explains the basic elements of advert creation (headline, body copy, visuals, call to action, contact info, logo). The teacher shows examples from the displayed newspapers and magazines, pointing out these elements.
Pupils’ Activity: Pupils observe the examples, listen to the explanation, and identify elements in existing adverts.
Learning Point: Pupils learn the components and process of creating an advert.

Step 6: Practical Activity

Time: 5 minutes
Teaching Skill: Practical Application/Group Work
Teacher’s Activity: The teacher divides pupils into small groups and instructs each group to create a simple print advert for an imaginary product or service, using the principles discussed. They can use a blank sheet of paper.
Pupils’ Activity: Pupils work in groups to design and sketch a simple print advert.
Learning Point: Pupils apply their knowledge to create an advert.

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 advertising.
Mention three advantages of print media in advertising.
State three disadvantages of print media in advertising.
List any four elements to consider when creating an advert.

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, reiterating the importance of understanding advertising and print media. The teacher assigns homework: “Find and bring two different print adverts from a newspaper or magazine, and identify their advantages and disadvantages.”
Pupils’ Activity: Pupils listen to the summary and copy the homework.
Learning Point: Pupils consolidate their learning and prepare for further exploration.

Lesson Keywords

Advertising – A paid form of communication to persuade an audience about a product, service, or idea.
Print Media – Advertising through physically printed materials like newspapers, magazines, and brochures.
Newspaper – A regularly published printed record of news and current events.
Magazine – A periodical publication containing articles and illustrations, often focusing on specific topics.
Catalogue – A complete list of items, often with descriptions, used for display or sale.
Advert Creation – The process of designing and producing promotional messages.

Differentiation

For pupils who grasp concepts quickly, the teacher can challenge them to identify specific target audiences for different print adverts. For those who need more support, the teacher can provide simplified examples and offer more direct guidance during the advert creation activity, potentially allowing them to work in pairs.

Note for teachers using this lesson plan

Teachers should encourage pupils to bring real-world examples of print adverts to class for analysis. Emphasize the practical application of understanding media advantages and disadvantages, especially in relation to local businesses. Be flexible with the timing of the practical activity based on pupil engagement and available resources. Ensure clear instructions for the advert creation task.