INTRODUCTION TO MARKETING 3
Advertising Media Print Electronic Marketing SS 1 Third Term Lesson Notes Week 1
Lesson: Advertising Media: Print and Electronic Marketing
Week 1 Lesson Notes:
- Introduction to Advertising Media: a. Define advertising media as the channels or platforms used to communicate messages about products, services, or ideas to the target audience. b. Explain the importance of advertising media in promoting and selling products.
- Print Advertising Media: a. Definition of print media: Newspapers, magazines, brochures, flyers, posters, etc. b. Advantages of print media: i. Tangible and can be easily accessed. ii. Allows for detailed information and visuals. iii. Can reach specific target audiences. c. Examples of print advertisements and their characteristics. d. Discuss the role of newspapers and magazines in advertising.
- Electronic Advertising Media: a. Definition of electronic media: Television, radio, internet, social media, etc. b. Advantages of electronic media: i. Wide reach and ability to target specific audiences. ii. Interactive and engaging. iii. Allows for audio, video, and multimedia elements. c. Examples of electronic advertisements and their characteristics. d. Discuss the role of television, radio, and internet in advertising.
- Marketing: a. Definition of marketing as the process of promoting and selling products or services. b. Explain the relationship between advertising and marketing. c. Discuss the importance of understanding the target audience in marketing.
- Types of Marketing: a. Traditional marketing: i. Definition and examples (e.g., direct mail, telemarketing). ii. Advantages and limitations. b. Digital marketing: i. Definition and examples (e.g., email marketing, search engine optimization). ii. Advantages and limitations
- Comparison between Print and Electronic Media: a. Discuss the differences and similarities between print and electronic advertising media. b. Consider factors such as reach, cost, interactivity, and target audience.
- Importance of Ethical Advertising: a. Explain the concept of ethical advertising, which involves promoting products or services in a truthful and responsible manner. b. Discuss the consequences of unethical advertising practices. c. Encourage students to critically evaluate advertisements for ethical considerations.
- Class Activity: a. Divide the class into groups and ask each group to analyze a print or electronic advertisement. b. Instruct students to identify the target audience, key message, and persuasive techniques used. c. Have each group present their findings to the class and encourage discussion.
- Recap and Summary: a. Review the key points discussed in the lesson. b. Summarize the differences between print and electronic media. c. Emphasize the importance of ethical advertising and understanding the target audience in marketing.
- Homework Assignment: a. Ask students to find examples of print and electronic advertisements from newspapers, magazines, or online platforms. b. Instruct them to analyze the advertisements and write a short paragraph discussing the target audience and persuasive techniques used
Definition of Adverting Media
Advertising media refers to the various channels or platforms through which messages about products, services, or ideas are communicated to the intended target audience. It encompasses the means by which advertisers choose to promote their offerings and create awareness among potential customers. These channels or platforms can be print-based, such as newspapers, magazines, brochures, or flyers, or they can be electronic, including television, radio, the internet, or social media platforms. Advertising media play a crucial role in reaching and engaging the target audience effectively, allowing advertisers to convey their messages and persuade consumers to consider or purchase their products or services
- What is the definition of advertising media? a. The process of promoting products through social media platforms. b. The channels or platforms used to communicate messages about products, services, or ideas to the target audience. c. The act of distributing brochures and flyers to potential customers. d. The strategy of promoting products through word-of-mouth marketing.
- Which of the following is an example of advertising media? a. Writing a blog post about a product. b. Providing customer service over the phone. c. Conducting market research surveys. d. Attending a trade show to showcase products.
- Why is advertising media important in marketing? a. It helps to reduce production costs. b. It allows companies to target specific audiences. c. It guarantees immediate sales and profits. d. It eliminates the need for product packaging.
- Which of the following is an example of print advertising media? a. Television commercials. b. Online banner ads. c. Social media influencers. d. Newspaper advertisements.
- What is one advantage of electronic advertising media over print media? a. It offers a tangible and easily accessible format. b. It allows for detailed information and visuals. c. It has a wide reach and can target specific audiences. d. It is less expensive and more cost-effective
- Which of the following is an example of electronic advertising media? a. Distributing brochures at a local event. b. Placing ads in a magazine. c. Running a radio commercial. d. Sending direct mail to potential customers.
- How do advertising media and marketing relate to each other? a. Advertising media is a subset of marketing. b. Marketing is a subset of advertising media. c. They are two separate and unrelated concepts. d. Advertising media is the process of creating marketing strategies.
- What is the purpose of understanding the target audience in marketing? a. To create attractive packaging for products. b. To develop effective advertising campaigns. c. To determine the price of the products. d. To evaluate the competition in the market.
- Which type of marketing involves direct mail and telemarketing? a. Digital marketing. b. Social media marketing. c. Traditional marketing. d. Content marketing.
- Why is ethical advertising important? a. It helps to reduce advertising costs. b. It ensures fairness in competition among businesses. c. It guarantees immediate sales and profits. d. It eliminates the need for advertising media
Note: The correct answers are as follows: 1. b, 2. a, 3. b, 4. d, 5. c, 6. c, 7. a, 8. b, 9. c, 10. b.
More Evaluation Questions
- Advertising media refers to the ________ or platforms used to communicate messages about products, services, or ideas to the target audience. a. techniques b. strategies c. channels d. designs
- Print media, such as newspapers and magazines, is an example of ________ advertising media. a. traditional b. digital c. social d. interactive
- Electronic media, including television and the internet, is a type of ________ advertising media. a. print b. broadcast c. outdoor d. direct
- Advertising media play a crucial role in reaching and engaging the ________ audience effectively. a. broad b. specific c. international d. offline
- Advertising media allow advertisers to convey their messages and persuade consumers to consider or ________ their products or services. a. ignore b. purchase c. advertise d. create
- One advantage of electronic media over print media is its ________ reach and ability to target specific audiences. a. limited b. tangible c. widespread d. cost-effective
- Understanding the ________ audience is important in marketing to tailor advertising messages effectively. a. general b. global c. target d. diverse
- ________ marketing involves strategies such as direct mail and telemarketing. a. Digital b. Traditional c. Social media d. Influencer
- Ethical advertising promotes products or services in a truthful and ________ manner. a. responsible b. aggressive c. deceptive d. competitive
- Advertising media and marketing are closely related, with advertising media being a subset of ________. a. promotion b. sales c. marketing d. advertising
Note: The correct answers are as follows: 1. c, 2. a, 3. b, 4. b, 5. b, 6. c, 7. c, 8. b, 9. a, 10. c.
Print Advertising Media:
- Definition of print media:
- Print media includes newspapers, magazines, brochures, flyers, posters, and other printed materials.
- These are physical forms of communication used to convey messages about products, services, or ideas to the target audience.
- Advantages of print media: i. Tangible and easily accessed:
- Print materials can be physically held and read at any time, allowing for a more tactile experience.
- They are easily accessible in libraries, newsstands, or through subscriptions.
ii. Allows for detailed information and visuals:
- Print media offers ample space to provide detailed information about products or services.
- It allows the use of visuals such as images, graphics, and diagrams to enhance understanding and engagement.
iii. Can reach specific target audiences:
- Print media offers the opportunity to target specific groups of readers.
- Magazines often cater to niche interests, allowing advertisers to reach a particular demographic or target market.
- Examples of print advertisements and their characteristics:
- Newspaper advertisements: These are typically found within the pages of newspapers and often feature concise messages and eye-catching visuals to grab readers’ attention.
- Magazine advertisements: These appear in magazines and can be more elaborate, showcasing high-quality images, detailed descriptions, and brand storytelling.
- Brochures and flyers: These are pamphlets or handouts that provide comprehensive information about a product, service, or event in a compact format.
- Posters: These large prints are designed to be displayed in public areas and use bold visuals and minimal text to convey messages quickly.
- The role of newspapers and magazines in advertising:
- Newspapers: They have been a traditional advertising platform, providing a wide reach and the ability to target specific geographic locations. Advertisers can reach a diverse readership, from local communities to national or international audiences.
- Magazines: They cater to specific interests and demographics, allowing advertisers to target niche markets effectively. Magazines often have a loyal readership and provide opportunities for long-term exposure
Note: In print advertising media, it’s important to consider factors such as the target audience, circulation, and cost-effectiveness when selecting the appropriate medium for advertising
1. Print media includes newspapers, magazines, brochures, flyers, and ________.
b. television commercials
c. social media platforms
d. radio advertisements
2. One advantage of print media is that it is ________ and can be easily accessed.
3. Print media allows for the inclusion of ________ information and visuals.
4. ________ is an example of print media often found in doctor’s offices and waiting rooms.
c. YouTube videos
d. Social media posts
5. Posters are a form of print advertisement that use ________ to convey messages quickly.
a. long paragraphs
b. bright colors and minimal text
c. videos and animations
d. interactive features
6. Newspapers have a role in advertising because they provide a ________ reach and allow advertisers to target specific geographic locations.
7. Magazines are advantageous for advertisers as they cater to specific ________ and demographics.
b. age groups
8. Brochures and flyers are print materials that provide ________ information about a product, service, or event.
9. Print media allows advertisers to reach ________ target audiences effectively.
b. social media
10. The role of newspapers and magazines in advertising is to provide opportunities for ________ exposure and targeting specific reader groups.
Note: The correct answers are as follows: 1. a, 2. c, 3. c, 4. a, 5. b, 6. d, 7. a, 8. a, 9. c, 10. a
Electronic Advertising Media:
1. Definition of electronic media:
– Electronic media refers to platforms such as television, radio, the internet, social media, and other digital channels used for advertising purposes.
– These channels utilize electronic devices to transmit and display advertisements to the target audience.
2. Advantages of electronic media:
i. Wide reach and ability to target specific audiences:
– Electronic media allows advertisers to reach a large and diverse audience, both locally and globally.
– Advanced targeting options enable advertisers to focus on specific demographics, interests, or geographic locations.
ii. Interactive and engaging:
– Electronic media provides interactive elements that encourage audience participation and engagement.
– Features such as clickable links, surveys, quizzes, and feedback mechanisms enhance the user experience.
iii. Allows for audio, video, and multimedia elements:
– Electronic media allows the integration of audio, video, animations, and other multimedia elements.
– Advertisers can leverage these features to create visually appealing and dynamic advertisements.
3. Examples of electronic advertisements and their characteristics:
– Television commercials: These advertisements are aired on television channels, combining visuals, audio, and storytelling to convey messages effectively.
– Radio advertisements: These audio-based ads are broadcasted on radio stations, relying solely on auditory elements to capture listeners’ attention.
– Internet and social media advertisements: These ads appear on websites, search engines, social media platforms, and apps, utilizing various formats like banner ads, video ads, sponsored posts, and pop-ups.
4. The role of television, radio, and the internet in advertising:
– Television: Television offers a wide reach and the ability to showcase visually compelling advertisements to a large audience. It is effective for brand building and reaching a broad range of viewers.
– Radio: Radio allows advertisers to target specific local or regional audiences through audio-based advertisements. It is cost-effective and can be used to create aural branding and reach listeners on the go.
– Internet: The internet provides a vast platform for advertising, allowing precise targeting, interactivity, and the ability to measure and track ad performance. Online advertisements can be tailored to specific audiences and displayed on websites, search engine results, and social media platforms.
Note: Electronic advertising media continually evolve with advancements in technology, offering new opportunities for advertisers to engage with their target audience effectively.
1. Electronic media encompasses platforms such as television, radio, internet, and ________.
a. print media
c. social gatherings
2. One advantage of electronic media is its wide reach and the ability to target ________ audiences.
3. Electronic media offers interactive and ________ elements to enhance audience engagement.
4. Television commercials combine visuals, audio, and storytelling to convey messages effectively to ________.
a. radio listeners
b. internet users
c. social media influencers
d. television viewers
5. Radio advertisements rely solely on ________ elements to capture listeners’ attention.
6. Internet and social media advertisements can appear as banner ads, video ads, sponsored posts, or ________.
7. The role of television in advertising is to provide a wide reach and showcase visually compelling ads to a ________ audience.
d. print media
8. Radio advertising allows advertisers to target specific ________ audiences through audio-based ads.
d. local or regional
9. The internet provides a vast platform for advertising, allowing precise targeting, ________, and the ability to measure ad performance.
a. offline exposure
b. print media distribution
d. tangible elements
10. Social media platforms are examples of electronic media that allow for targeted advertising based on users’ ________ and interests.
a. favorite color
b. phone number
Note: The correct answers are as follows: 1. d, 2. b, 3. c, 4. d, 5. b, 6. d, 7. b, 8. d, 9. c, 10. d.
Types of Marketing:
1. Traditional Marketing:
a. Definition: Traditional marketing refers to the conventional methods of promoting products or services that have been used before the advent of digital technologies.
– Direct mail: Sending promotional materials, such as brochures or catalogs, directly to potential customers’ mailboxes.
– Telemarketing: Contacting individuals via telephone to promote products or services and generate sales leads.
– Personal touch: Direct mail and telemarketing allow for direct interaction with customers.
– Targeted approach: These methods can be tailored to specific customer segments.
– Higher costs: Traditional marketing methods often require printing, postage, or phone call expenses.
– Limited reach: The scope of traditional marketing may be limited to a specific geographic area or audience.
2. Digital Marketing:
a. Definition: Digital marketing involves utilizing digital technologies and online platforms to promote products or services.
– Email marketing: Sending targeted promotional messages directly to customers’ email inboxes.
– Search engine optimization (SEO): Optimizing website content to improve its visibility and ranking in search engine results.
– Wider reach: Digital marketing has the potential to reach a global audience.
– Cost-effective: Online marketing methods can be more affordable compared to traditional marketing channels.
– Information overload: With numerous online marketing messages, it can be challenging to capture and retain customers’ attention.
– Technical expertise: Implementing digital marketing strategies may require technical skills and knowledge.
Note: Marketing strategies can encompass both traditional and digital methods, and the effectiveness of each approach may vary depending on the target audience, industry, and objectives. It is important to consider a balanced mix of marketing techniques to achieve optimal results.
Lesson Plan Presentation – SS 1 Marketing
Topic: Advertising Media: Print and Electronic Marketing
I. Learning Objectives:
- Understand the concept of advertising media and its role in marketing.
- Identify and explain the characteristics and advantages of print advertising media.
- Define electronic advertising media and discuss its advantages and limitations.
- Recognize examples of print and electronic advertisements.
- Analyze the role of television, radio, and the internet in advertising.
- Develop an understanding of traditional and digital marketing methods.
- Apply critical thinking skills to evaluate the effectiveness of different advertising media.
II. Embedded Core Skills: [mediator_tech]
- Communication skills (listening, speaking, reading, and writing)
- Critical thinking and analysis
- Research and information gathering
- Collaboration and teamwork
- Presentation and public speaking
- Problem-solving and decision-making
III. Teacher’s Activities:
- Introduce the topic of advertising media and its importance in marketing.
- Present a brief overview of print advertising media, discussing its definition, characteristics, and advantages.
- Explain the concept of electronic advertising media, providing examples and highlighting its advantages and limitations.
- Discuss the role of television, radio, and the internet in advertising, emphasizing their impact on reaching and engaging the target audience.
- Facilitate class discussions, encourage questions, and address any misconceptions.
- Share real-life examples and case studies to illustrate the effectiveness of different advertising media.
- Engage students in group activities, such as analyzing print and electronic advertisements, and discussing their findings.
- Encourage critical thinking by asking thought-provoking questions and challenging students to evaluate the strengths and weaknesses of various advertising media
IV. Learners’ Activities:
- Actively participate in class discussions, listening attentively and taking notes.
- Engage in group activities, collaborate with peers, and share insights on print and electronic advertisements.
- Conduct independent research to gather information on the role of television, radio, and the internet in advertising.
- Analyze and evaluate print and electronic advertisements, identifying their target audience, persuasive techniques, and effectiveness.
- Prepare presentations or reports on selected advertising media, showcasing their understanding of the topic.
- Engage in critical thinking exercises by answering evaluation questions and sharing their opinions on the strengths and limitations of different advertising media
- Formative Assessment:
- Classroom discussions and participation.
- Group activities and presentations.
- Analysis of print and electronic advertisements.
- Completion of evaluation questions. [mediator_tech]
- Summative Assessment:
- Written quiz or test assessing understanding of advertising media, print and electronic marketing, and their characteristics.
- Presentation or report on a chosen advertising medium, evaluating its effectiveness and suitability for a specific product or service
VI. Evaluation Questions:
- What is the definition of advertising media?
- Name two examples of print advertising media.
- What are two advantages of electronic advertising media?
- Provide an example of electronic advertising media.
- Explain the role of television in advertising.
- What is one limitation of traditional marketing?
- How can print advertising media reach specific target audiences?
- Define digital marketing and provide an example.
- How does radio advertising differ from television advertising?
- Evaluate the effectiveness of social media as an advertising medium
- Recap the main points covered in the lesson, emphasizing the importance of advertising media in marketing and the distinctions between print and electronic advertising.
- Reinforce the key advantages and limitations of each advertising medium.
- Encourage students to continue exploring and analyzing different advertising media they come across in their daily lives.
- Summarize the role of television, radio, and the internet in advertising and how they contribute to reaching and engaging the target audience.
- Highlight the significance of understanding traditional and digital marketing methods in the evolving advertising landscape.
- Emphasize the critical thinking skills needed to evaluate the effectiveness of various advertising media.
- Conclude the lesson by reminding students that advertising media play a crucial role in promoting products, services, or ideas to the target audience, and that both traditional and digital marketing methods have their unique advantages and limitations.
- VIII. Homework Assignment:
- Ask students to research and find examples of print and electronic advertisements in magazines, newspapers, or online platforms.
- Instruct them to analyze the advertisements and write a short reflection on the target audience, persuasive techniques used, and the overall effectiveness of the chosen advertising medium.
- Encourage students to present their findings and insights in the next class.
Note: This lesson plan provides a comprehensive framework for teaching the topic of advertising media and its role in marketing. The teacher can modify and adapt the activities, assessments, and evaluation questions to suit the specific needs and abilities of the students