Download How Much Time and Money Will it Cost You?

You’re In Charge! How Much Time and Money Will it Cost You?
Skill Set: Promotion
TOPIC OR UNIT OF STUDY
Advertising Media and Advertising Budget
CONTENT STANDARD(S) AND OBJECTIVE(S)
Students will
 analyze various types of advertising media.
 select the appropriate media for the target market.
 assess the effectiveness of an advertising campaign.
 describe the purpose of an advertising budget.
 determine methods of budgeting for advertising.
 compute media costs.
 develop an advertising budget.
 develop an advertising schedule.
 examine the role of advertising as an investment.
 predict placement costs for print, Internet, and broadcast advertisements.
INTRODUCTION
A representative(s) from an advertising/marketing agency will visit the class and explain what goes into
selecting the type of advertising media, planning the advertisement, proposing a budget, and creating a
schedule. Students will then choose a product that they use on a daily basis and plan out a new
advertising campaign for it, creating a budget and advertising schedule. The representative(s) will be
available to the students for help and advice (either in person or via email). Students will create a classrubric to be used to evaluate their campaigns.
ESSENTIAL QUESTION
How do you plan an advertising campaign? What is the cost involved, and why is it considered such an
investment?
INTEGRATION OF ACADEMICS, TECHNOLOGY, ENTREPRENEURSHIP
Academics will be addressed with reading, writing, and communication. In addition, students will use
their math skills to plan a budget, timeline, and evaluate data. Students will utilize technology to
communicate with the advertising/marketing representative(s). In addition they will use word
processing software, spreadsheet software, presentation software, and/or desktop publishing software
to prepare their budget and timeline for their advertising campaign. Students are exposed to
entrepreneurial traits in decision making and marketing content that would be valuable in free
enterprise.
STUDENT INVOLVEMENT IN PLANNING PROCESS
Students will be involved in selecting the product for which they will create their advertising campaign.
In addition, they will have the availability to communicate with a person from the industry.
Furthermore, they will be in charge of creating the rubric, which will be used to evaluate their final
products.
TASK(S)
 Interact with advertising/marketing representative (s)
 Walkthrough setting up an advertising budget and timeline with the representative
 Choose a product to develop a advertising campaign (use the cheat sheet made in a prior unit)
 Contact local media outlets and request their media kits to identify: target audience,
circulation/viewership, lead time, and cost.
 Brainstorm about ideas for the campaign
 Communicate with the advertising/marketing representative(s)
 Create a class-rubric for the evaluation of the budget and schedule.
 Choose a budgeting method and plan a budget for the campaign (including media costs)
 Develop an advertising timeline/schedule
 Revisit and make any corrections/addition/subtractions to the class-created rubric
 Evaluate the finished products.
RESOURCES
 Marketing/Advertising Representative(s)
 Possible examples of advertising campaign budgets/timelines
 Listing of local media outlets and their contacts
 Word processing/spreadsheet software
 Intelliboard to brainstorm about rubric
TECHNOLOGY USE
 Internet (research and communication)
 Word processing /spreadsheet software to create budget and timeline
 Intelliboard (presentation from representative(s) and brainstorming about rubric)
EVALUATION
Formative Assessment:
 Observation of communication with advertising/marketing representative(s)
 Check for understanding questions
 Observation of student progress/dialogue
Summative Assessment:
 Class-generated rubric
TIMELINE
 Advertising/Marketing Representative presentation – 2-3 class periods
 Choose a product to develop a advertising campaign (use the cheat sheet made in a prior unit) ½ Class Period
 Contact local media outlets and request their media kits - ½ Class Period to generate
correspondence – delivery of material may take a few days
 Create a class-rubric for the evaluation of the budget and schedule. - ½ Class Period
 Choose a budgeting method and plan a budget for the campaign (including media costs) – 1-2
Class Periods
 Develop an advertising timeline/schedule – 1-2 Class Periods
 Evaluate the finished products.
CONCLUSION
Students will receive firsthand knowledge and experience from advertising/marketing field. The
representative will discuss why advertising is an investment and the importance of planning everything
carefully. In addition, he/she/they will walk the students through planning an advertising campaign.
Then students will put their knowledge into practice by planning an advertising campaign on their own.
They will have direct input on how their planning will be evaluated.