LESSON PLAN

TEACHER NAME: SUBJECT AREA: LESSON TITLE: TIME OF LESSON(S): DATE:

Sanders McCown Business Essentials 4. Go pro, as in promotion the locomotive of sales 90 minutes 2/23/2013

DESCRIPTION

The purpose of this lesson is for students to learn how promotion is used in marketing. Student will evaluate different promotions to determine their impact on the consumer. Finally students will come up with their own product and promotion ideas.

ESSENTIAL QUESTION(S)

How does promotion effect a consumers decision to purchase a product? Effective communication is the sizzle in a promotion that works, what must be included in an effective promotional communication that prompts consumers?

OBJECTIVES

1. Students will be able to discuss the importance of correct spelling, grammar, word usage, mechanics and legible writing by identifying promotional materials with these errors and justifying why the errors would have a negative effect on the business to a 90% degree of accuracy. (BCSBE-2a) 2. Students will be able to describe the roles of sales and promotion as they apply to small business by evaluating how the Pepsi Challenge promotion campaign aided Pepsi in putting pressure on coke to a 90% degree of accuracy. (BCS-BE-7e) 3. Students will be able to explain methods to generate demand for a product/service by creating their own promotion for an imaginary product making sure to incorporate the components of effective communication to a 90% degree of accuracy. (BCS-BE-37c)

INSTRUCTION PLANNED

TEACHER-DIRECTED (T-D): STUDENT-CENTERED (S-C):

Instruction, Group Discussion, Chalkboard Baseball Game MS Word explanation, Independent and Team Work

MATERIALS

TEACHER:

Computer; Textbook; Projector; MS Word and template document; MS Internet Explorer Computer; Textbook; MS Word and template document; MS Internet Explorer, Paper and Pencil

STUDENTS:

LESSON PROCEDURES/BODY

FOCUS: Instructional Strategies: Pepsi Challenge I will have two students aid me in distributing mini cups to all the students. Next I will have one student go around with an unmarked cola bottle pouring cola into the first mini cup. Once all the students have their first mini cup with cola in it I will instruct them to taste it and then on their sheet describe it. Next I will have a second student come around and pour cola into the second cup, once everyone has some I will instruct the students to taste it and write down their description of the second cola. Now I will have students circle which of the two they prefer. I will let the students know that at the end of the class they will get to find out which one was which. At the end of class two students who were apart of the team that one Chalkboard baseball will get to do a blind taste test in front of the class.

Obj./Learning Styles

Min.

Obj. 2/ verbal; visual; taste

10

BODY: Instructional Strategies: Students will now complete their graphic organizer as we go through the PowerPoint presentation. Students will now complete the errors in promotion worksheet by identifying the error and then stating what kind of impact the error

Obj./Learning Styles Obj. 2 &3 visual; audible; Obj. 1/ visual;

Min. 20

15

could have on the business/product.

Students individually will create their own imaginary product and create a promotional campaign around their product that generates demand for the product using the template provided called Imagined Product Promotion.

Obj. 3/ verbal; visual

15

CLOSURE/SUMMARY: Instructional Strategies:

Obj./Learning Styles

Min. 20

The class will be divided into two teams and play chalkboard baseball Obj. 1, 2, & 3/ verbal; with questions derived from todays lesson. To play draw a baseball visual; interpersonal; diamond on the chalkboard make sure the bases are at least the Bodily/Kinesthetic size of half a sheet of notebook paper. Inform the students that if they hit first base with the ball it is a single if they hit second base it is a double if they hit third base it is a triple. If they hit anywhere inside the diamond it is a foul ball. To receive credit for their hit, they must answer a question from the days lesson correctly. If the ball hits outside the diamond it is an out. The winning team will send two students to the front of the classroom to do a live blind taste test, where the class is clued in on what they are sampling.

EVALUATION/ASSESSMENT: Instructional Strategies:

Obj./Learning Styles

Min. 10

INFORMAL: On a sheet of note book paper students will list the three Obj. 1 & 3/verbal; results generated by effective promotion communication with consumers. (Information, understanding and action) When the students provide me with their ticket out the door I will give them a slip of paper identifying which sample was Coke and which sample was Pepsi. (Ticket-out-the-door) (0-3 Points toward participation grade)

FORMAL: Errors in Promotion worksheet worth nine points total half a point for each error and impact explanation.

Obj. 3/ verbal; visual

Total: 90

ARTIFACTS/HANDOUTS/WORKSHEETS/PRESENTATIONS (minimum of 3) List ALL artifacts below AND attach them to the actual lesson plan (if it is a website link, copy the link and do a print screen, paste it in a Word document, and print out to attach to the lesson plan. >Notebook paper ticket-out-the-door >Pepsi Challenge Document >Errors in Promotion Worksheet >Imagined Product Promo >Graphic Organizer that goes with the PowerPoint >PowerPoint Slides >Questions for Chalkboard Baseball

NAME: ______________________________________________

Pepsi Challenge
Samples: Describe below in four sentences your impression of the sample

ie: It had a bitter taste. I found the finish to be smooth.

A B
Circle your favorite sample:

A A A

or or or

B B B

Circle the sample that you believed was Coke or Pepsi ie: If you thought sample A was Pepsi circle A

Coke Pepsi

NAME: ____________________________________

Promotional Errors
Promotion or Advertisement Below first identify the error, then describe the impact it would have on a business. Error:

Impact:

Welcome or entrance sign to a town Error:

Impact:

Sign for used car lot Error:

Impact:

Sign for a tutoring service Error:

Impact:

Ikea sign

NAME: ____________________________________ Error:

Impact:

Comcast static message on a channel Error:

Impact:

Local pizza shop Error:

Impact:

Supermarket store item Error:

Impact:

Automotive care center Error:

Impact:

NAME: ____________________________________

Imagined Product Promotion

List a consumer need that your product will meet here. Identify the audience that you will market your product to here. Select the type or types of promotions you will utilize to market your product. Justify your selected promotion choice(s) in three to four sentences. In two paragraphs describe how your promotion will use effective communication to provide consumers with information, understanding and encourage action.

Illustrate your product here.

Finally sketch a part of your selected promotion.

NAME: ____________________________________

Go pro, as in Promotion the Locomotive of Sales

1. Promotion: is any form of communication used to ____________, persuade, or ____________. 2. List three examples of promotions: A) ___________ B) ___________ C) ___________ Effective Communication provides three things to consumers i. _____________ ii. _____________ iii. _____________ 3. Complete the Effective Communication Diagram below:

4. Define Personalized Promotion:______________________________________________________________________ Mass Promotion:_____________________________________________________________________________

4/22/2013

The Year is 1975

You are walking through a mall and you see a crowd of people, some watching, others waiting in line.

Go Pro, as in Promotion the Locomotive of Sales

Plan Promotion
In a given day you are exposed to between 600625 Ads. (Media Matters 2007) Promotion: is any form of communication used to inform, persuade, or remind. Give me some examples of promotions How can a promotion be deemed effective?

The Communication Process

An effective promotion is based on understanding the communication process. Effective communication interacts with consumers in a way that results in information, understanding, and action.

Telephone Game

How did the message change? If you were using this method of communication to promote your product or service what kind of results could you expect?

Effective Communication
encode message Sender Communication Channel Information decode message Receiver

Communication Through Promotion

encode Promotional message Message The Sender Business Advertising, Media, Communication Salespeople & the Channel Internet Information Consumer sees or hears decode the message message The Receiver Consumer

Feedback

Response of the Feedback consumer

4/22/2013

Different Types of Promotion

1)Personalized Promotionmost effective form of marketing communication

Examples
Personalized Promotion

2)Mass Promotioncommunicates with many people at the same time with a common message

Mass Promotion

Positives and Negatives

Personalized Promotion
+ Takes into consideration a consumers needs - High cost per impression or interaction

Errors in Communication
http://www.youtube.com/watch?v=WSt_ZPkdPAk&n oredirect=1 What are the errors here? What message does this send to the consumer? From the commercial what kind of quality furniture do you expect to find?

Mass Promotion
+ Low cost per impression -You pay less per impression but to do so you pay to reach some consumers who may have no interest or need for your product/service

Errors in Communication
Discover the errors

Bibliography
Our Rising Ad Dosage: Its Not as Oppressive as Some Think, Media Matters, February 15, 2007.

Questions for Chalkboard Baseball

_________ is any form of communication used to inform, persuade, or remind. (Promotion) _________ is the most powerful marketing tool influencing consumer behavior. (Promotion) _________ is the exchange of information so there is common understanding by all participants. (Effective communication) There are four parts of the communication loop which of the following is NOT one of them: sender, communication channel, feedback, receiver, decode message In the context of the communication circle the consumer is considered what? The receiver, sender, feedback, or communication channel Preparing information to be communicated is called ________. Encoding, Feedback, Communication channel What is one way to make promotions more effective? Mass marketing, niche or target marketing, Product give away, What are the two types of promotion? 1) Personalized 2) Mass _______ is the most effective form or marketing communication. (personalized promotion) Personal selling takes into account a customers/consumers _____ (needs). True of False It is good practice for salespeople preparing to visit a customers home not to gather information but just to bring along the product for demonstration. False gathering information before hand aids the salesperson in selling to the customer/consumer After a sale has occurred what step does the personal salesman take to insure his customers are happy with their purchase? Follow up with consumer/customer Has anyone ever gotten a flier at their apartment or house regarding a delivery restaurant? What kind of promotion is the paper flier considered? It is considered a mass promotion. What is a benefit of Personalized promotion? (Your message to your targeted audience is personalized and makes a connection to their needs) What is a benefit of Mass promotion? (The cost of reaching each prospective consumer is much cheaper then reaching them through Personalized promotion) What is a negative aspect of Personalized promotion? (Cost makes it a prohibited proposition)

What is a negative aspect of Mass promotion? (While cost per consumer reached is cheaper, you cast the net so wide you may be paying to reach customers that have no need or interest in your product) What is a common form of Mass promotion? Advertising Name four of the six most common advertising media? Television, radio, newspaper, magazines, mass mailings, outdoor displays and the internet. True or False most advertisements are directed at making an immediate sale. (False- advertisers are attempting to influence prospects to take additional action such as visiting a store or gathering more information or testing the product.) Publicity, Public relations and Sales promotion are all considered ________. (Mass promotion) What is considered an ongoing program of non-paid and paid communications? (Publicity) What type of promotion includes activities and materials designed to reinforce a companys brand and image? (Sales Promotion) When an advertisement directs you to a webpage and you then select different product components from the webpage this is considered what? (Mass promotion, Sales Promotion, Mass Personalization, or Personalized Promotion)