ADVERTISING AWARENESS PART TWO

Part Two of a five part language-social studies unit for years 5-8+ exploring the world and language of advertising including purposes, methods, targets and our reactions to advertising.

Click here for part three of - Advertising Awareness:

HOW AND WHY DO ADVERTISERS ADVERTISE

Products and Services

Ask the students to try and define the difference between a product and a service, eg

• the AA Breakdown Service (A Service)
• A Spa Bath (A Product)

Look through magazines and have students classify advertisements into the two major headings – products and services.

Set a home television assignment over a period of a week in the afternoons and evenings to gather the following information about advertisements.

• Time of Advert
• Product or Service
• Theme of Advert
• Target Audience
• TV Programme

Spend some time making sure the students understand each heading.

After the research has been completed, analyse the results through class discussion. Ask questions such as:

• Were there certain types of the day when similar types of products or services were being advertised?
• Who would these products or services be aimed at?
• Who would be most likely to be watching television at this time?
• Does this have any affect on the product/service being advertised?
• Was there any relationship between the type of programme and the product/service? (eg, motor oil on a car racing programme)
• Using a TV programme guide, have students imagine that they are television sales reps. What potential advertisers would they target to advertise their product/service for particular programmes.
• Have students complete this exercise in groups and report back. They must be prepared to justify their choice of product or service in relation to a particular programme.
  

Asking the Advertisers

Have groups and individuals interview businesses in the local area to find their views on advertising. Ask them questions such as:

• Why do they advertise?
• What medium/s do they advertise in? Why?
• What do they think is the most effective type of advertising? Why?
• How often do they advertise?
• If money was no object, where would they advertise?
• Do they seek advice on the best way to advertise? From whom do they seek advice? Why?
• Who designs/produces their advertisements?
  What messages are they trying to get across - about their products/services - about themselves?
• What percentage of their business costs are spent on advertising?
• Could they survive without it?

Best Types of Advertising

Discuss and share the results of the survey. Can they write any 'wise' statements on what local businesses hope to achieve from advertising? Is there one particular medium that is more popular? Can they give any reason for this?

Divide the local businesses into the categories of products and services. Look for similarities and differences in their approach to advertising.

Write statements giving their own opinions about the advertising strategy of a local business. If they were in business themselves, how would they advertise. The students should present and justify their answers to the class.

Click here for part three of - Advertising Awareness: