Class: Senior Secondary School 1 (SS1 / SSS 1)
Term: 2nd Term
Week: 10
Age: 15 years
Duration: 45 minutes
Subject: Marketing
Curriculum Theme: Trade
Previous Lesson: Pricing: Strategies And Determinants.
Topic: Advertising
Subject Matter: Meaning of advertising, Roles of advertising, Business communication

Specific Objectives

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

Cognitive Domain:

Define advertising.
State at least four roles of advertising.
Explain how advertising serves as a form of business communication.

Affective Domain:

Appreciate the importance of advertising in daily life and business.
Participate actively in class discussions on advertising.

Psychomotor Domain:

Identify examples of advertising from newspapers, magazines, and catalogues.
Present various roles of advertising.

Collaborate effectively in group activities to discuss advertising.
Communicate their understanding of advertising clearly to peers.

Reference Materials

The following resources were used in planning this lesson:

9 Years Basic Education Curriculum for Marketing.
State Unified Scheme of Work for Senior Secondary Schools.
Marketing for Senior Secondary Schools, Book 1.
https://www.marketing-schools.org/types-of-marketing/advertising/
https://www.business.com/articles/what-is-advertising/

Instructional Materials

The teacher will teach this lesson with the aid of:

Newspapers
Magazines
Catalogues
Whiteboard/Blackboard
Markers/Chalk

Rationale for the Lesson

This lesson helps pupils understand how businesses communicate with customers to promote products and services. Understanding advertising enables pupils to critically evaluate messages they encounter daily and grasp its role in economic activities.

Prerequisite/Previous Knowledge

Pupils should have a basic understanding of business, communication, and various ways products are sold in the market.

Lesson Content/Board Summary

Advertising

Meaning of Advertising

Advertising is a form of communication used by businesses to persuade an audience to take some action with respect to products, services, or ideas. It is a paid, non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

Roles of Advertising

The following are the roles of advertising:

Informs: It provides information about new products, features, prices, and availability to potential customers.
Persuades: It convinces customers to buy a product or service by highlighting its benefits and advantages over competitors.
Reminds: It keeps the brand and product in the minds of consumers, encouraging repeat purchases.
Educates: It can educate consumers about how to use a product, its benefits, or important social issues.
Builds Brand Image: It helps to create a positive image and reputation for a brand or company.
Increases Sales: By creating awareness and desire, advertising ultimately aims to boost sales and market share.
Supports Media: Advertising revenue helps to fund newspapers, magazines, television, and radio stations.

Advertising as Business Communication

Advertising is a vital tool for business communication because it allows companies to transmit messages to a large and diverse audience. It helps businesses to:

Reach potential customers efficiently.
Communicate product value propositions.
Build and maintain relationships with consumers.
Differentiate their products from competitors.
Announce new developments or changes within the company.

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, reviews the previous lesson briefly, and then asks pupils to mention how they usually learn about new products or services. The teacher connects their answers to the concept of advertising.
Pupils’ Activity: Pupils respond to questions and share their experiences.
Learning Point: Pupils recall prior knowledge and are introduced to the lesson topic.

Step 2: Explanation of Meaning of Advertising

Time: 10 minutes
Teaching Skill: Explanation/Definition
Teacher’s Activity: The teacher defines advertising as a paid, non-personal communication by an identified sponsor to persuade an audience. The teacher writes the definition on the board.
Pupils’ Activity: Pupils listen attentively, ask questions for clarification, and copy the definition into their notebooks.
Learning Point: Pupils understand the basic definition of advertising.

Step 3: Discussion of Roles of Advertising

Time: 10 minutes
Teaching Skill: Facilitation/Discussion
Teacher’s Activity: The teacher explains the various roles of advertising, such as informing, persuading, reminding, and building brand image. The teacher encourages pupils to give examples for each role.
Pupils’ Activity: Pupils listen, discuss, and provide examples of advertising fulfilling these roles.
Learning Point: Pupils identify and explain the importance of advertising in different contexts.

Step 4: Advertising as Business Communication

Time: 7 minutes
Teaching Skill: Elaboration/Connection
Teacher’s Activity: The teacher explains how advertising functions as a crucial form of business communication, reaching large audiences and conveying specific messages about products or services. The teacher emphasizes its role in market interaction.
Pupils’ Activity: Pupils listen and understand the communicative aspect of advertising in business.
Learning Point: Pupils grasp advertising’s function as a strategic communication tool for businesses.

Step 5: Practical Application/Identification

Time: 5 minutes
Teaching Skill: Demonstration/Application
Teacher’s Activity: The teacher distributes newspapers, magazines, and catalogues to groups of pupils and asks them to identify different advertisements, discussing what message each ad conveys and what role it plays.
Pupils’ Activity: Pupils work in groups to identify and discuss advertisements in the provided materials.
Learning Point: Pupils apply their knowledge to real-world examples of advertising.

Step 6: Class Discussion and Summary

Time: 3 minutes
Teaching Skill: Consolidation
Teacher’s Activity: The teacher invites groups to share their findings and examples. The teacher then summarizes the main points of the lesson on the board.
Pupils’ Activity: Groups present their findings, and pupils participate in the general class discussion.
Learning Point: Pupils consolidate their learning through shared examples and a concise summary.

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 any three roles of advertising.
Explain why advertising is considered a form of business communication.
Give an example of an advertisement you have seen recently.

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: Pupils demonstrate understanding of the lesson.

Step 8: Conclusion

Time: 2 minutes
Teaching Skill: Closure
Teacher’s Activity: The teacher commends the pupils for their participation and gives them an assignment: “Find and bring two different advertisements from any source, and be ready to explain their purpose in the next class.”
Pupils’ Activity: Pupils listen to the assignment and prepare for the next class.
Learning Point: Pupils have a take-home task to reinforce learning.

Lesson Keywords

Advertising – A paid, non-personal communication to promote products, services, or ideas.
Marketing – The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services.
Communication – The process of conveying information, ideas, and feelings from one person or group to another.
Promotion – Activities that communicate the merits of a product and persuade target customers to buy it.
Target Audience – The specific group of consumers most likely to want a product or service.

Differentiation

For pupils who grasp concepts quickly, the teacher can challenge them to analyze the effectiveness of different advertising campaigns. For those needing extra support, the teacher can provide more direct examples and simplified explanations, ensuring they can identify basic advertisements and state at least two roles.

Note for teachers using this lesson plan

Encourage pupils to bring diverse examples of advertisements from their daily lives to make the lesson more relatable. Emphasize the ethical considerations in advertising during discussions. Ensure sufficient time is allocated for practical activities using newspapers and magazines to engage pupils effectively.