2. What factors of an ad campaign impact consumer decisions? Advertising is a message designed to promote or sell a product, a service, or an idea. Advertising reaches people through varied types of mass communication. In everyday life, people come into contact with many different kinds of advertising. Printed ads are found in newspapers and magazines. Poster ads are placed in buses, subways, and trains. Neon signs are scattered along downtown streets. Billboards dot the landscape along our highways. Commercials interrupt radio and television programming. Advertising is a multibillion dollar industry (more than $100 billion a year) in the U.S. In many businesses, sales volume depends on the amount of advertising done. Manufacturers try to persuade people to buy their products. Business firms use advertising to promote an "image" for their company. Countries try to improve tourism. The Question Last update: August 2005 Created by Amy Morton BCPS Research Module or Slam Dunk Model, Copyright 2005, Baltimore County Public Schools, MD, all rights reserved. The models may be used for educational, non-profit school use only. All other uses, transmissions, and duplications are prohibited unless permission is granted expressly. The following lessons are based on Jamie McKenzies Slam Dunk Lesson module available at http://questioning.org/module2/quick.html.http://questioning.org/module2/quick.html 8 1 1 2 2 3 3 5 5 6 6 7 7 4 4

3. Information Sources Gotta go, gotta go, gotta go right now!....Im lovin it... The quicker picker upper. Have you heard these slogans before? Where? As consumers, we shop in a variety of stores for specific things. Did you ever stop to think what makes me want this particular item from this particular store? This lesson will help students understand how advertising and marketing strategies influence their economic decision making. VERB Its what you do. is a national, multicultural, social marketing campaign* coordinated by the U.S. Department of Health and Human Services Centers for Disease Control and Prevention (CDC). Parents, partners, and professionals who serve tweens can take advantage of VERBs reach to tweens and the excitement the campaign is generating among this age group to get moving! This Web site includes resources and information to make regular physical activity cool for tweens and a fun thing to do. There are also VERB materials for organizations that do not directly provide programs to tweens but can promote the importance of regular physical activity for tweens, such as through communications, advocacy, policy change, and training of program providers. 8 1 1 2 2 3 3 5 5 6 6 7 7 4 4

4. The Student Activity 8 1 1 2 2 3 3 5 5 6 6 7 7 4 4 The VERB campaign encourages young people ages 9–13 (tweens) years to be physically active every day. The campaign combines paid advertising, marketing strategies, and partnership efforts to reach the distinct audiences of tweens and adults/influencers. Day One I. Successful Advertising Introduction Click Here to review What makes a successful ad campaignWhat makes a successful ad campaign II. Ad Campaign Comparison & Analysis While viewing the websites, you will compare and analyze television and print ads. Click Here for Analyze the Ad CampaignsAnalyze the Ad Campaigns View the following websites: http://www.cdc.gov/youthcampaign/general_market/index.htm

5. Day Two III. Motivation by Creation A. Create two Verb Now ads. Click here for Create to Motivate.Create to Motivate B. Target Audience: Deep Creek Magnet School students. Deep Creek Magnet School teachers. C. Advertising Class Presentation. Click here for Presentation RubricPresentation Rubric Verb Now Overview: http://www.cdc.gov/youthcampaign/overview.htm http://www.cdc.gov/youthcampaign/overview.htm The Second Activity 8 1 1 2 2 3 3 5 5 6 6 7 7 4 4

6. The Assessment Activity Day One: Marketing Master You have learned advertising and marketing strategies and compared and analyzed a marketing campaign. Are you a Market Master? A. List 3 ways advertisers attempt to market their goods or services. B. Choose your favorite ad campaign from todays lesson. Summarize the ad you selected and explain why. Describe the propaganda techniques and target audiences that were included in this ad. Day Two: Creation Motivation Ad A. Student participation during group work. B. Student Presentation Review Sheet C. Analyzing the Ad Campaign Exit Slip D. Students' advertising campaigns will be formally assessed. 8 1 1 2 2 3 3 5 5 6 6 7 7 4 4

7. Enrichment Activity 1.Students will present their advertising campaigns as commercials during the school announcements and/or students could have their print ads appear in the quarterly parent newsletter. 2.Suppose you are a student member of the school Technology Committee. The committee has been asked to present the pros and cons of internet advertising to the PTA. Write a paragraph to explain your position either pro or con. Be sure to use what you know about propaganda techniques and target audiences to support your position. 3.You are often asked to write to persuade in many content areas. Apply what you know about Propaganda Techniques and how they are used in advertising in order to evaluate if this website is displaying an appropriate representation of their product/service. Write a letter to persuade your peers to either use or not use this website based on your knowledge of marketing strategies and evaluation of the website. 8 1 1 2 2 3 3 5 5 6 6 7 7 4 4

8. Teacher Support Materials MD STATE VOLUNTARY STATE CURRICULUM Social Studies 4.0 ECONOMICS – Students will develop economic reasoning to understand the historical development and current status of economic principles, institutions, and processes needed to be effective citizens, consumers, and workers participating in local communities, the nation, and the world. A. Scarcity and Economic Decision-making 2. Describe how scarcity of natural, human and capital resources affects economic choices producers and consumers make in the world today. b. Identify opportunity costs and trade offs in decisions made in the production, distributions, and consumption of goods and services. 8 1 1 2 2 3 3 5 5 6 6 7 7 4 4

9. Objective(s): Day One Students will compare and analyze ad campaigns in order to evaluate advertising and marketing strategies. Day Two Students will apply advertising and marketing strategies in order to create an ad campaign. Overarching Question: How does scarcity of natural, human and capital resources affect economic choices producers and consumer make in the world today? Differentiation: Provide text with highlighted information from websites. Pair Share students according to reading ability. During comparison activity have pre-selected materials prepared. Time Management Strategies: This lesson is 2 (45 minute) lessons. Extended Activities can be completed at home. Learning Styles/Preferences: Field Dependent Auditory/Verbal-Linguistic Intelligence/Kinesthetic/Visual /Tactile/Active Learners AVID Strategies: Socratic Seminar, Evaluation, Respond, Collaborative, Pair Share More Teacher Support Materials 8 1 1 2 2 3 3 5 5 6 6 7 7 4 4