Understanding Advertising: Types and Media for JSS 3 Students Business Studies JSS 3 First Term Lesson Notes Week 6
Advertising: Media and Functions
Subject: Business Studies
Class: JSS 3
Term: First Term
Week: 6
Age: 14-15 years
Topic: Advertising
Sub-topic: Advertising Media: Meaning, Types, Functions
Duration: 60 minutes
Behavioural Objectives:
By the end of the lesson, students should be able to:
- Define advertising and its purpose.
- Identify different types of advertising.
- Explain the functions of advertising in business.
- Describe various advertising media.
- Analyze the effectiveness of different advertising methods.
Keywords: Advertising, media, types, functions, radio, television, newspaper, internet.
Set Induction:
Begin with a question: “What advertisements have you seen recently?” This will engage students and introduce the topic of advertising.
Entry Behaviour:
Students should have basic knowledge of advertising from their daily experiences.
Learning Resources and Materials:
- Whiteboard and markers
- Samples of advertisements (print and digital)
- Printed worksheets
Building Background / Connection to Prior Knowledge:
Review previous lessons on marketing and promotion.
Embedded Core Skills:
Critical thinking, analysis, creativity, and communication.
Learning Materials:
- Advertising examples (videos, print ads)
- Relevant textbooks
Reference Books:
- Lagos State Scheme of Work for Business Studies
- “Business Studies for Junior Secondary Schools”
Instructional Materials:
- Projector (if available)
- Posters of different advertising media
Content:
Meaning of Advertising:
Advertising is a paid form of communication that promotes products, services, or ideas to inform, persuade, or remind potential customers.
Types of Advertising:
- Informative Advertising:
- Aims to provide detailed information about a product.
- Example: New product launches.
- Persuasive Advertising:
- Aims to convince customers to purchase a product.
- Example: Special offers and discounts.
- Reminder Advertising:
- Reinforces existing customer knowledge about a product.
- Example: Seasonal promotions.
Functions of Advertising:
- Creates Awareness:
- Introduces new products to potential customers.
- Informs Customers:
- Provides information about product features and benefits.
- Persuades Customers:
- Influences purchasing decisions through appealing messages.
- Builds Brand Image:
- Establishes a brand identity and loyalty among consumers.
- Stimulates Demand:
- Encourages consumers to purchase more products.
Advertising Media:
- Radio:
- Advantages: Wide reach, cost-effective, and can target specific audiences.
- Disadvantages: No visual component, limited time for messages.
- Television:
- Advantages: High impact with audio-visual elements, reaches a large audience.
- Disadvantages: Expensive production and airtime costs.
- Newspaper:
- Advantages: Credible, reaches local audiences, and can be kept for reference.
- Disadvantages: Limited shelf life, and may not reach younger audiences.
- Handbill:
- Advantages: Inexpensive, can target specific locations.
- Disadvantages: Often discarded and can be seen as junk mail.
- Magazines:
- Advantages: Targeted readership, longer shelf life, and high-quality images.
- Disadvantages: Slow to publish, and may have a high cost.
- Internet:
- Advantages: Global reach, interactive, and cost-effective.
- Disadvantages: Can be ignored easily, and requires digital literacy.
- Billboards:
- Advantages: High visibility and impact in specific locations.
- Disadvantages: Limited information, and can be costly.
Evaluation:
Fill-in-the-Blank Questions:
- Advertising is a paid form of __________. (a) communication (b) decoration (c) storage (d) collection
- The purpose of advertising is to __________ products. (a) hide (b) promote (c) destroy (d) ignore
- Informative advertising aims to provide __________ about a product. (a) price (b) color (c) detailed information (d) taste
- The function of advertising that creates awareness is to __________. (a) hide (b) inform (c) introduce (d) confuse
- Radio advertising is __________ effective. (a) visually (b) audio (c) tasteless (d) time-consuming
- One disadvantage of television advertising is its __________ costs. (a) low (b) high (c) irrelevant (d) cheap
- Handbills are often seen as __________ mail. (a) important (b) junk (c) valuable (d) useful
- __________ advertising influences purchasing decisions. (a) Reminder (b) Informative (c) Persuasive (d) Decorative
- Newspaper advertising reaches __________ audiences. (a) local (b) global (c) international (d) irrelevant
- Internet advertising can be __________ ignored by users. (a) easily (b) rarely (c) always (d) never
- The main goal of reminder advertising is to __________ existing customers. (a) confuse (b) persuade (c) remind (d) ignore
- Billboards are effective for __________ visibility. (a) low (b) high (c) average (d) minor
- __________ advertising uses high-quality images. (a) Handbill (b) Radio (c) Magazine (d) Internet
- One advantage of internet advertising is its __________ reach. (a) limited (b) local (c) global (d) small
- The function of advertising that builds brand image is to __________ loyalty. (a) ignore (b) destroy (c) establish (d) confuse
Class Activity Discussion:
FAQs with Answers:
- What is advertising?
A paid form of communication promoting products or services. - What are the main types of advertising?
Informative, persuasive, and reminder advertising. - Why is advertising important for businesses?
It creates awareness and influences customer decisions. - What is the function of persuasive advertising?
To convince customers to make a purchase. - How does radio advertising work?
It uses audio messages to reach a wide audience. - What is a disadvantage of television advertising?
High costs for production and airtime. - What are handbills used for?
To distribute information about products in specific locations. - What advantage does internet advertising have?
It allows for global reach and interaction with users. - What is a common disadvantage of newspaper ads?
Limited shelf life and declining readership among youth. - How do billboards impact advertising?
They provide high visibility in targeted locations. - What is the purpose of reminder advertising?
To keep existing products in the minds of customers. - Why are magazines considered good for advertising?
They have targeted readership and longer shelf life. - What makes internet advertising unique?
Its interactive nature and ability to reach global audiences. - What do advertisements aim to achieve?
They aim to inform, persuade, and remind consumers. - How can a business measure the effectiveness of an ad?
By analyzing sales data and customer feedback.
Presentation:
Step 1: Teacher revises the previous topic on marketing strategies.
Step 2: Teacher introduces advertising and its significance in business.
Step 3: Students share their insights, and the teacher provides corrections and guidance.
Activities:
Teacher’s Activities:
- Lead discussions on different advertising types and media.
- Present examples of effective advertisements.
Learner’s Activities:
- Participate in discussions and analyze advertisements.
- Work in groups to create a mock advertisement.
Assessment:
Evaluation Questions:
- Define advertising in your own words.
- List two types of advertising and their functions.
- Explain why advertising is important in business.
- Describe an advantage of using television for advertising.
- How can internet advertising be effective?
Conclusion:
The teacher circulates to mark and provide feedback, ensuring students understand the various aspects of advertising in business.
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