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Unit 3 - Promotions and Advertising
In this unit students will understand the various forms of media that make up the promotional mix. Students will develop multiple promotional campaigns and manage a social media campaign for a business tracking results and key metrics.
Enduring Understandings...
Successful promotional campaigns satisfy the wants and needs of consumers.
Promotional tools are designed to increase awareness and brand image.
Advertisement design has a direct impact on the success and credibility of a brand.
Merchandising allows a business to develop an atmosphere that convinces people to buy products/services.
Essential Questions...
What makes a successful promotional campaign?
Is a promotional campaign considered a success if it increases brand awareness?
What role does design play in the success of a promotional campaign?
How should promotional campaigns vary by intended audience?
How can merchandising impact the success of a promotional campaign?
Learning Targets...
Explain the role of promotion as a marketing function
Differentiate various forms of promotions and advertising
Explain the concept of AIDA as a part of promotional development
Differentiate push and pull promotional campaigns
Identify elements of the promotional mix
Contrast institutional and product promotions
Describe the relationship between promotions and merchandising
Apply various merchandising techniques to increase the sales of a product
Identify the components of effective print advertisements
Describe the elements of effective design
Evaluate broadcast, print, and online advertisements
Create promotional messages to appeal to targeted audiences
Construct proper ad layouts
Calculate media costs
Develop a media plan (includes budget, media allocation, and release timing)
Determine advertising reach of media
Create effective broadcast advertisements according to industry standards
Explain the nature of online advertisements
Analyze current examples of mobile advertising strategies
Analyze and determine effectiveness of social media strategies
Develop a social media promotional campaign according to industry standards
Promotions and Visual Merchandising
Print Advertising
Social Media Marketing
Broadcast Advertising
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