Lesson Plan. 3.1 Promotional and Distribution Channels Advertising and Sales Promotion Marketing

3.1 Promotional and Distribution Channels Advertising and Sales Promotion Marketing Lesson Plan Performance Objective Students will identify the cha...
Author: Eustacia Morgan
1 downloads 0 Views 253KB Size
3.1 Promotional and Distribution Channels Advertising and Sales Promotion Marketing

Lesson Plan Performance Objective

Students will identify the channels of distribution in relation to an advertising marketing plan.

Specific Objective • Explain channels of distribution for advertising marketing plans • Describe activities for each channel member • Identify components of the promotional mix • Demonstrate visual merchandising techniques • Analyze promotional plan for effectiveness Terms • • • • • • • • • •

Distribution – methods used to get goods from a business to a customer Channel of Distribution – path products and services use to move from the producer to the consumer Direct channel – distribution method which producers sell directly to final consumers Indirect channel – distribution method involving intermediaries that move product from producer to consumer Promotion – communication used by a business to create a favorable impression of its products or services Promotional mix – combination of advertising, public relations, personal selling, and sales promotion used to reach a business’s target market Promotional plan – outline of how all of the elements in the promotional plan will work together to reach the target market Advertising – paid form of communication intended to inform, persuade, and remind an audience to take some kind of action Personal selling – face-to-face communication between the buyer and seller that attempts to influence the buying decision Visual merchandising – the process of displaying products in a way that makes them appealing and enticing to customers

Time When taught as written, this lesson should take approximately two days to teach.

Copyright © Texas Education Agency, 2013. All rights reserved. 1

Preparation TEKS Correlations: This lesson, as published, correlates to the following TEKS. Any changes/alterations to the activities may result in the elimination of any or all of the TEKS listed. 130.342. (c) Knowledge and Skills (5) The student know that distribution channel members facilitate the movement of plans. (a) explain channels of distribution for advertising marketing plans (b) describe activities of each channel member (18) The student knows that successful marketers must develop, implement, and evaluate a promotional plan. (a) identify components of the promotional mix such as advertising, visual merchandising, and personal selling (b) demonstrate visual merchandising and personal techniques for advertising marketing goods, services or ideas (c) analyze a promotional plan for effectiveness Interdisciplinary Correlations: English-English I • 110.31(b)(1). Reading/Vocabulary Development. Students understand new vocabulary and use it when reading and writing. • 110.3(b)(11). Reading/Comprehension of informational text/procedural texts. Students understand how to glean and use information in procedural texts and documents. Math-Algebra I • 111.32(b)(1)(C). Interpret and make decisions, predictions, and critical judgments from functional relationships. Social Studies-World Geography 113.34(c)(20)(A) Describe the impact of new technologies, new markets, and revised perceptions of resources. Occupational Correlation (O*Net – www.onetonline.org/): Job Title: Advertising and Promotions Manager O*Net Number: 11-2011.00 Reported Job Titles: Advertising Manager, Promotions Director, Advertising Director, Classified Advertising Manager, Marketing Director Tasks: •

Inspect layouts and advertising copy and edit scripts, audio and video tapes, and other promotional material for adherence to specifications.



Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments and advertising agencies. Copyright © Texas Education Agency, 2013. All rights reserved. 2



Gather and organize information to plan advertising campaigns.



Confer with clients to provide marketing or technical advice.



Direct, motivate, and monitor the mobilization of a campaign team to advance campaign goals.



Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised.



Prepare budgets and submit estimates for program costs as part of campaign plan development.



Prepare and negotiate advertising and sales contracts.



Plan and execute advertising policies and strategies for organizations.



Assist with annual budget development.

Soft Skills: Reading Comprehension, Active Listening, Critical Thinking, Complex Problem Solving Accommodations for Learning Differences It is important that lessons accommodate the needs of every learner. These lessons may be modified to accommodate your students with learning differences by referring to the files found on the Special Populations page of this website (cte.unt.edu). Preparation • Review and familiarize yourself with the terminology, • Have materials ready prior to the start of the lesson. References: Online Onetonline.org Instructional Aids • •

• •

Textbook Lesson Presentation Instructor Computer/Projection Unit Online Websites

Introduction The main purposes of this lesson is to help students understand • • • •

channels of distribution for advertising marketing plans the activities for each channel member Identify components of the promotional mix visual merchandising techniques

Ask students if they know the purpose and importance of a budget for an advertising campaign. Ask students if they know why it is important to develop a workable budget for an advertising Copyright © Texas Education Agency, 2013. All rights reserved. 3

campaign. MI

Outline I. Terms • Distribution • Channel of Distribution • Direct channel • Indirect channel • Promotion • Promotional mix • Promotional plan • Advertising • Personal selling • Visual merchandising

Notes Use presentation as visual aide Have students write vocabulary terms and meanings

II.

Distribution a. Channels of Distribution b. Channel Options

Discuss each area utilizing the resources suggested to support these elements

III.

Channel Members a. Producers b. Retailers c. Wholesalers d. Warehouse e. Agents and brokers f. Consumers Channel Options a. Direct Channels b. Indirect Channels

Discuss each area utilizing the resources suggested to support these elements

Promotional Mix a. Advertising b. Sales promotion c. Personal selling d. Public relations Visual Merchandising a. Window displays b. Interior displays c. Signage Promotional Plan a. Target market b. Objectives c. Budget d. Promotional mix e. Implement and Evaluate

Discuss each area utilizing the resources suggested to support these elements

IV.

V.

VI.

VII.

Discuss each area utilizing the resources suggested to support these elements

Discuss each area utilizing the resources suggested to support these elements Discuss each area utilizing the resources suggested to support these elements

Copyright © Texas Education Agency, 2013. All rights reserved. 4

VIII.

Independent Practice Allow students 20 minutes to a. Assign students to groups complete this task b. Assign each group member one channel member c. Allow students to discuss and organize channel members into various channels of distribution and explain the significance of each arrangement in a business situation

Multiple Intelligences Guide Existentialist

Interpersonal

Intrapersonal

Kinesthetic/ Bodily

Logical/ Mathematical

Musical/Rhythmic

Naturalist

Verbal/Linguistic

Visual/Spatial

Application Guided Practice

Students will work in pairs to research and identify the pros and cons of each type of budget method. They will include at least two pros and cons for each method. They will create a flyer depicting these findings and share with the class.

Independent Practice Assign students the four traditional promotion mix components and ask them to identify an example of each. They should discuss their choices in small groups to compare different forms of each promotion element.

Summary Review

1. Why are different channels of distribution used for various businesses? 2. What are the components of the promotional mix? 3. Identify the channel members in distribution.

Evaluation Informal Assessment •

Student participation throughout the discussion process and contribution to the guided practice activity. Teacher will observe students by walking the classroom during each activity.

Formal Assessment Students will be evaluated on their Visual Merchandising Project using the Assigned Rubric. Copyright © Texas Education Agency, 2013. All rights reserved. 5

Enrichment Extension Integrate math skills: Have students calculate a company’s promotional budget using a percentage of sales method.

Copyright © Texas Education Agency, 2013. All rights reserved. 6

3.1 Promotional and Distribution Channels Advertising and Sales Promotion Marketing

Students may work in pairs or independently to design and construct a visual merchandising window display. Identify a business or type of business to create a promotional visual merchandising display for. Include the following components: 1. A theme 2. Props displayed to enhance theme 3. Focus on target market 4. Eye appealing and creative 5. Incorporate the entire space (don’t leave holes) 6. Merchandising criteria The windows will be presented to the class and should include a one page description of the purpose for merchandising and elements included to enhance the product being promoted.

Copyright © Texas Education Agency, 2013. All rights reserved. 7

3.1 Promotional and Distribution Channels Advertising and Sales Promotion Marketing Rubric

Categories Merchandising Display

Target Market

Relevance

Presentation of Window

Written Explanation

20 Complete well designed with all merchandising elements included and beyond Meets the demands of the desired target market

15 Complete well designed with all merchandising elements

10 Complete with most merchandising elements

5 or less Missing one or more merchandising elements

Contains some components relevant to the target market Depicts merchandise in an appropriate manner

Contains little relevance to the target market

Lacks focus on the target market

Merchandise is used in the display but has little relevance to the overall display Has limited knowledge of window components and purpose

Merchandise and relevance are lacking in the display

Explanation of window with 1-2 errors

Explanation of window with 3 or more errors.

Depicts the merchandise in an appropriate manner to satisfy business goals Speaks clearly, Has knowledge of stands straight and window makes eye contact components and and is purpose knowledgeable about the window content and purpose Complete Explanation of explanation of window with no merchandising with errors no errors

Total Points: __________

Copyright © Texas Education Agency, 2013. All rights reserved. 8

Has little knowledge of window components and purpose

Suggest Documents