Introduction to Introduction to advertisingadvertising

Introduction to Introduction to advertisingadvertising

Learning objective• To gain an understanding of the

terms ‘marketing’ and ‘target audience’.

Pre-starter• Re-write the following advertisement

by changing all the boring adjectives for more interesting ones.

• Remember, the more interesting we can make products sound then the more chance we would have of selling them.

Pre-starterTo celebrate this holiday season you

need to buy one of our great pre-lit Christmas trees.

Watch as the lights shine and listen to the nice carols they play. They will make your home look good this Winter. Buy our pretty trees today!

Starter• What do we mean by the term

‘audience’?

Audience• The term ‘audience’ can mean the

people who are watching/ reading a film or piece of writing.

• In advertising the term ‘target audience’ is used by advertisers to refer to the people who they are trying to encourage to buy their products.

Target audience activity

• Look at the following pictures of famous adverts and state who you think the advert is aimed at and why.

• You could mention age, gender (male or female), money, lifestyle, and interests.

• We will do the first example together.

Advertisement 1

Advertisement 2

Advertisement 3

Advertisement 4

Advertisement 5

Advertisement 6

Task• Over the next few lessons you will

be marketing a brand new chocolate bar of your own invention.

• Before we start this we need to look at what the term marketing means in more detail.

Marketing• Copy this .• Marketing means:• Investigating who buys, when they

buy, where they buy, how often they buy and how much they spend.

• Finding the best way to sell the item to make the most money.

Marketing chocolate• Every chocolate bar has an ideal

target market (buyers) and this is broken down into:

• Age• Gender (male or female)

money/economics/lifestyle• Values/interests

Target markets• If a chocolate bar is aimed at different

people to you it’s unlikely you’ll buy it for yourself.

• Companies choose their target market and focus on persuading them to buy their product.

• They do this through using various marketing strategies.

Marketing strategies• Re-launch a

product and aim at a new target audience. For example, Yorkie bars.

Marketing strategies• Find new versions of the same

product. For example Mars ice-cream bars.

Marketing strategies• They will reduce the price or make

the product bigger.• Bring out seasonal versions

(Christmas, Easter etc)• Run special promotions

(competitions, money off etc)

Task• You are now going to work in pairs

to answer questions on a particular chocolate product.

• Discuss the questions with your partner. Answer in full sentences in your exercise book.

• Do not write on the sheet.

Cadbury’s Dairy Milk

Cadbury’s Flake bar

Milky bar

Malteasers

Task• You are now going to begin to

create your own chocolate bar.• Your target market is:• Boys and girls aged 8-16• Reasonably cheap (under 40p.)

Task• Invent a new chocolate bar.• Describe what your product would

be like:• Is it a bar, a drink, an egg etc?• What ingredients are in it?• What size is it?• How much is it?

Design a wrapper for your product

• Your wrapper is also a persuasive tool.

• Think carefully about colours, fonts, wording, material, and information.

Explain how you would market your new bar

• Focus on your target audience and try to appeal to them

• How could you convince your target audience to buy your product? (promotions seasonal versions etc)

• How would you advertise the product and why?

Design an advertising poster to launch your

product• Think carefully about the colours,

fonts, images and words you choose

• Decide which magazines you’d place the advert in.

• Where would you put a billboard poster?