Guiding+Activity+-+Allie+Duffney

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[|Full Project Sketch] - ALD

[|Pop Quiz, Week 3] - ALD


 * Guiding Question: ** Is Bias in Advertising Effective?

**Guiding Activity:** Make a commercial or print ad for "Next Year's New Backpack" (or other product of choice) and market to at least two different demographics of people.

**Guiding Questions:**
 * 1) What are your favorite commercials and why? Can you tell which audience(s) they are meant for?
 * 2) What are the most effective advertising types, in your opinion?
 * 3) What is your product?
 * 4) What are the top 5 values of your company/product/service? Why are they important?
 * 5) Who are your audiences? How are they unique?
 * 6) Would you talk differently to members of one demographic than another?
 * 7) Would you use different communication styles to reach different members of your audiences? How?
 * 8) How do you know if your advertising method(s) worked to market your product?

**Goal**: Have students understand target marketing pro's and con's. Have students see real life applications of target marketing **Purpose:** Awareness for future business models and also for prospective as a consumer.

**Full Project Sketch - detail:** Alexandria Duffney 4/4/12

**Supporting Resources:** Students must use at least 4 resources in their activity.


 * 1) Youtube.com
 * 2) magazine advertising
 * 3) News Paper Articles - Headlines
 * 4) Facebook.com
 * 5) Digital video Camera - commercial
 * 6) http://www.desktop-video-guide.com/make-a-movie-with-windows-moviemaker.html
 * 7) http://www.iskysoft.com/article/use-movie-maker-edit-video.html
 * 8) Microphone/Recorder - simulated radio ad
 * 9) Digital Camera - print ad
 * 10) Poster Printer/Marketing Printer
 * 11) Photo Editing Software/scanner
 * 12) Itunes/music library - audio for commercials
 * 13) [] - look for areas with a large school density - for selling backpacks - to get a feel for a market. Ex: high school - ages 14-18* etc..
 * 14) [] - do depth sounds for different geographic areas for different populations - have live depth sound studies for product market ability.
 * 15) Traditional art supplies - print ad
 * 16) Microscoft office
 * 17) Language translator
 * 18) http://videos.howstuffworks.com/getset-for-business/36302-target-marketing-video.htm
 * 19) http://getsetforbusiness.com/
 * 20) http://school.discoveryeducation.com/foodscience/pdfs/ConcepttoConsumerTG.pdf
 * 21) Databases with published journals: [], [] - mostly for higher level of study than grade 3..

The activity will consist of students creating marketing vectors such as: tv commercial, radio commercial, print ad, or billboard - or more than one. The goal is for student groups of 4* to identify unique target markets in advertising, and experiment with marketing one product to different audiences. The point of the project will be to highlight bias in marketing that students see everyday. Students should identify at least 2 demographic groups that they are interested in marketing a product to, such as a backpack. These demographic groups can be of different age, gender or geographic location. Students can also suggest other demographics they can appropriately identify.

The ideal length of this PBL activity is 6 weeks, assuming classes are held at least twice a week, with checkpoints at weeks 2, 3 and 4.

**Week 1-2** : Group Assignment - Project is described and groups are assigned by teacher that consist of 4* students. "Is there bias in marketing? Does it matter? Why do we care? Is it effective?" Start with general explanation of marketing and advertising - talk about favorite/good/effective commercials. What is a demographic? Can you think of different types of demographics? What about products? What kinds of products would you make if you had no budget constraints? Look as a class at examples of advertising, headlines, logos, and commercials. See if they can see who is being targeted and why.

Guiding questions addressed in weeks 1-2: What is your product? Why is it special? Who is your audience? How are they unique?


 * Students break off into groups - identify at least 2 (no more than 4) demographics - why are they unique?
 * Students decide on their product, and become familiar with why it is "special" - no right/wrong answer - and the values of their company
 * Outline/written rough draft of marketing proposal is due at the end of week 2 of what a marketing scheme would look like for one product in 2 demographics.

**Week 3-4** : Work in assigned groups to make commercials and/or print ads. Use props and materials at hand in the classroom. "Commercials/ads" should not exceed 3 minutes. In the beginning of class, look at different types of advertising that students might not recognize as marketing materials - sweatshirts with names on them, billboards, logo's on cars, headlines in newspapers etc. Play "name that logo". Talk about how different companies market a product differently to different groups of people but regardless of marketing, all groups understand the logo - brand awareness. Guiding questions: what are the top 5 values of my company/product/service? Why are they important? Would you talk differently do different audiences? Would you use different modes of communication all together?


 * Students identify the values of their product/service/company - determine "Brand" - develop a slogan
 * Students research different communication methods for different demographics - different age groups for example.
 * Pop-Quiz at the end of week 3. Short quiz discussing marketing/advertising definitions and objectives.
 * Students start to put together commercial and/or ad. Rough ad and/or first takes are due at the end of week 4.

**Week 5-6** : Groups are given time to finish their marketing schemes, and think about how they will know if they have been effective in their marketing or not - talk about setting up polls and surveys for feedback. Email, text and social media are all great platforms for this. Guiding question: How do I know if this advertising was successful?

**Presentations are at the end of week 6** - viewing of commercials and reveals of print ads with an "oral defense" or market pitch of their products will be held. Students will vote on their peers (no group will vote on their own project), and winning clip(s) will be aired on the local news, the winning ad(s) will be printed in the local news paper.