Class: Senior Secondary School 1 (SS1 / SSS 1)
Term: Third Term
Week: 3
Age: 15 years
Duration: 45 minutes
Subject: Salesmanship
Curriculum Theme: Trade
Previous Lesson: Advertising: Factors Affecting Choice of Media, Advantages, Disadvantages and Benefits of Advertising.
Topic: ADVERTISING
Subject Matter: Types of advertising, Methods of advertising, Forms of advertising media

Specific Objectives

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

Cognitive Domain:

Define advertising.
State at least two types of advertising.
Mention at least two methods of advertising.
List at least three forms of advertising media.

Affective Domain:

Appreciate the importance of advertising in business and daily life.
Develop an interest in the different ways businesses communicate with customers.

Psychomotor Domain:

Identify examples of different advertising media.
Suggest suitable advertising media for a given product.

Participate in discussions about the impact of advertising on consumers.

Reference Materials

The following resources were used in planning this lesson:

9 Years Basic Education Curriculum for Business Studies (Salesmanship Component)
State Unified Scheme of Work for Senior Secondary School Salesmanship
Salesmanship for Senior Secondary Schools, Book 1
https://www.education.gov.ng/
https://nigerianeducation.gov.ng/

Instructional Materials

The teacher will teach this lesson with the aid of:

Media samples (e.g., newspaper cuttings, magazine adverts)
Posters showing different advertising methods
Whiteboard/Blackboard
Chalk/Marker
Duster

Rationale for the Lesson

This lesson helps pupils understand how businesses promote their products and services to customers. It enables them to recognize various advertisements they encounter daily and understand their purpose, which is important for making informed consumer choices and for future business understanding.

Prerequisite/Previous Knowledge

Pupils are expected to have basic knowledge of trade and marketing from previous lessons.

Lesson Content/Board Summary

ADVERTISING

Definition of Advertising

Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. It is a way for businesses to communicate with potential customers to inform, persuade, or remind them about their products or services.

Types of Advertising

The following are common types of advertising:

Product Advertising: This type focuses on promoting a specific product or service. Its main objectives are to inform, persuade, and remind consumers about the product.
Institutional Advertising (Corporate Advertising): This type focuses on building goodwill and a positive image for the organisation as a whole, rather than promoting a specific product. It aims to improve public relations and create a favourable corporate identity.

Methods of Advertising

The following are common methods or approaches used in advertising:

Informative Advertising: This method is used to introduce a new product category or to educate consumers about the features and benefits of a product. It focuses on providing facts and details.
Persuasive Advertising: This method aims to build selective demand for a brand by convincing consumers that it offers the best value. It often involves comparing the product to competitors’ offerings.
Reminder Advertising: This method is used for mature products to maintain customer relationships and keep the product in the minds of consumers. It reinforces previous knowledge about the product.
Comparative Advertising: This method directly or indirectly compares one brand with one or more other brands.

Forms of Advertising Media

The following are various forms of media through which advertisements are delivered:

Print Media: This includes newspapers, magazines, flyers, brochures, and handbills.
Broadcast Media: This includes radio and television advertising.
Outdoor Advertising: This includes billboards, posters, transit advertising (on buses, taxis), and signboards.
Direct Mail: This involves sending promotional materials directly to consumers via postal service, such as letters, postcards, and catalogues.
Internet/Digital Media: This includes website banners, social media ads, search engine marketing, email marketing, and video ads on platforms like YouTube.
Cinema Advertising: Advertisements shown before or during movie screenings in cinemas.

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 advertisements they have seen or heard recently (e.g., on TV, radio, billboard). The teacher then introduces the topic, “Advertising,” and states the learning objectives.
Pupils’ Activity: Pupils respond to the teacher’s questions and listen attentively to the introduction.
Learning Point: Pupils are engaged and the lesson topic is introduced.

Step 2: Definition of Advertising

Time: 7 minutes
Teaching Skill: Explanation/Definition
Teacher’s Activity: The teacher defines advertising, explaining it as a paid, non-personal form of promotion by an identified sponsor, using examples from the pupils’ daily experiences.
Pupils’ Activity: Pupils listen, take notes, and ask questions for clarification.
Learning Point: Pupils understand the meaning of advertising.

Step 3: Types of Advertising

Time: 8 minutes
Teaching Skill: Elaboration/Illustration
Teacher’s Activity: The teacher lists and explains the two main types of advertising: Product Advertising and Institutional Advertising, providing clear examples for each.
Pupils’ Activity: Pupils listen, take notes, and contribute examples of each type of advertising they know.
Learning Point: Pupils can differentiate between product and institutional advertising.

Step 4: Methods of Advertising

Time: 8 minutes
Teaching Skill: Listing/Explanation
Teacher’s Activity: The teacher discusses the various methods of advertising, such as informative, persuasive, reminder, and comparative advertising, illustrating each with practical examples.
Pupils’ Activity: Pupils listen, take notes, and provide examples of advertisements they have seen that fit each method.
Learning Point: Pupils understand the different approaches used in advertising.

Step 5: Forms of Advertising Media

Time: 7 minutes
Teaching Skill: Demonstration/Identification
Teacher’s Activity: The teacher presents various forms of advertising media using the instructional materials (media samples, posters). The teacher explains each form and shows examples.
Pupils’ Activity: Pupils observe the samples, identify different media, and discuss their effectiveness.
Learning Point: Pupils can identify and list various forms of advertising media.

Step 6: Class Activity/Discussion

Time: 5 minutes
Teaching Skill: Group Discussion/Application
Teacher’s Activity: The teacher divides pupils into small groups and asks them to discuss which advertising media would be most suitable for a new brand of soft drink, justifying their choices.
Pupils’ Activity: Pupils discuss in groups and present their findings to the class.
Learning Point: Pupils apply their knowledge to a practical scenario.

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 two types of advertising.
State two methods of advertising.
List three forms of advertising media.

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: Pupils demonstrate understanding of the lesson.

Step 8: Conclusion

Time: 1 minute
Teaching Skill: Summarisation
Teacher’s Activity: The teacher summarises the key points of the lesson and assigns homework: “Find and bring to class examples of product advertising and institutional advertising from newspapers or magazines.”
Pupils’ Activity: Pupils listen to the summary and copy the homework.
Learning Point: The lesson is concluded with a recap and a follow-up task.

Lesson Keywords

Advertising – Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Product Advertising – Advertising that focuses on promoting a specific product or service.
Institutional Advertising – Advertising that focuses on building a positive image for the entire organisation.
Informative Advertising – Advertising used to introduce new products or educate consumers.
Persuasive Advertising – Advertising aimed at building selective demand for a specific brand.
Reminder Advertising – Advertising used to keep mature products in the minds of consumers.
Print Media – Advertising channels like newspapers and magazines.
Broadcast Media – Advertising channels like radio and television.
Outdoor Advertising – Advertising displayed in public places, such as billboards.

Differentiation

For pupils who grasp concepts quickly, the teacher can encourage them to research and present on the ethical considerations in advertising. For those who need more support, the teacher can provide simplified handouts with key definitions and examples, and offer individual guidance during group activities.

Note for teachers using this lesson plan

Teachers should ensure they have a variety of current advertising samples to make the lesson engaging and relatable. Encourage active participation by asking pupils to share their own experiences with different types of advertisements. Emphasize the practical application of advertising in the real world.