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This lesson provided by:
Author: Ruth (Vicky) Crane
System:Mobile County
School:Mobile County Board Of Education
Lesson Plan ID: 25355

"Real World" Promotional Campaign Experience


This Project Base Learning Experience offers a variety of learning experiences for the student. The project allows "real world" experience in creating a Promotion Plan for an actual Business/Organization. Student will present their project to the Business/Organization. Students will be introduced to identifying target markets, determining media use, preparing a budget, and developing a timeline for a product or service. Students will develop an advertising campaign for a actual group/company/organization. THIS IS A COMMERCE & INFORMATION TECHNOLOGY LESSON PLAN.

Content Standard(s):
MKT(9-12) Marketing Principles1. Interpret research results to analyze the purpose, definition, concepts, benefits, and strategies of marketing for their impact on individuals and businesses.
MKT(9-12) Marketing Principles4. Analyze methods of conducting market research to gain a competitive edge.
MKT(9-12) Sales and Promotion Planning2. Determine techniques used to segment advertising, promotion, products, and services for potential markets.
MKT(9-12) Sales and Promotion Planning4. Design an advertising and promotional campaign, including identifying a target market, determining media use, preparing a budget, and developing a timeline for a product or service.
MKT(9-12) Sales and Promotion Planning6. Create sales promotion materials, including slogans, brochures, catalogs, and cross promotions that incorporate company image and design through the use of various forms of technology.
Local/National Standards:

Unit 4 Advertising and Promotion- The student will:
design an advertising and promotion campaign, including identifying a target market, determining media use, preparing a budget, developing a timeline for a product or service.
Unit 6 Sales Promotion Design
The student will:
Create sales promotion materials, including slogans, brochures, catalogs, and cross promotions that incorporate company image and design through the use of various forms of technology.
Demonstrate effective sales presentation skills, including obtaining product knowledge, developing a customer base, and determining sales techniques.

Primary Learning Objective(s):

The student will:
Describe the use of target marketing.
Explain how advertising campaigns are developed.
Evaluate the different types of advertising media.
Analyze the costs associated with advertising.
The student will:
Describe the role of sales promotional materials in marketing.
Evaluate the effectiveness of sales promotional materials (slogans, brochures, catalogs, and cross promotions).
Identify the seven steps of a sale. Distinguish between business-to-business presentations and retail sales presentations.
Explain ways product knowledge is attained.

Additional Learning Objective(s):  
Approximate Duration of the Lesson: Greater than 120 Minutes
Materials and Equipment:

Business/Organization, Project Calendar, Rubrics, Assessments, Marketing Textbooks, LAP Modules

Technology Resources Needed:

Computers- One per student
Internet Access, Presentation Software, Multimedia Projector, Printer, Flash Drives


It is imperative to find a business or organization that is willing to cooperate with the students and project. The benefits are endless for not just the student, but also, for the business or organization. The Advertising Campaign Calendar (see attachments) can be used to keep students on task. The attached Advertising Campaign Rubric should be used to allow students to get an understanding of how they will be assessed. (see Advertising Campaign Rubric)

1.)Lecture on Target Marketing & Market Segmentation. Marketing Textbook & LAP Modules or websites such as can be used along with information from Create a PowerPoint to enhance student learning.
( Mind Tools-Market Segmentation)
The website offers numerous of resourses regarding Target marketing & Segmenting a Market.

2.) Students will be divided into groups by teacher. Teacher will assign each group a business or organization that each group will define that unit's target market. Groups will collaborate and complete worksheet. Students will complete Activity "Defining a Target Market" (see attachment). provides additional information regarding target marketing.
The website offers a variety of information regarding Marketing. A list of Marketing forms are available for use.

3.)Lecture on marketing research. Marketing Textbook & LAP Modules will be used to present lesson. Create an interactive PowerPoint to enhance the student's learning. Students will be involved as a class in a marketing survey. Survey can be used to participate in a class survey. A variety of information regarding surveys is located on this site. Students may also participate in a survey provided by DECA or FBLA requesting information on student's career field choice. DECA WEBSITE or FBLA WEBSITE. contains additional information regarding marketing research.
(Survey Cafe)
Online Market Research is the main focus of this website. A variety of materials are available including sample surveys and interactive surveys available for student participation.

4.)Students will be introduced to a business or organization that will participate in the project. A field trip to the business could be set up to get a better understanding of the project. Before the field trip, students will be asked to research the business/organization. Research can utilize online resources, information from Chamber of Commerce, Telephone Book, and prior publicity via newspaper, magazine articles, and broadcast media. Groups will provide a listing of "qualified" questions to ask contact at the Business/Organization. Questions will be reviewed by instructor and feedback will be provided.

5.)Introduce students to budget planning by using Marketing Textbook, workbooks, LAP Modules, or web resources. Student will use the web to access articles on present companies advertising budgets. Students will document their research. Students should have a test after complete the module.
( provides additional resources about promotional budgeting.)
The website provides information regarding calculating your advertising budget.

6.)Students will be introduce to the Advertising Campaign. (see handout) The Handout should include guidelines, procedures, content, and rubric. Students will submit 1-2 people who they want to work with, and then the teacher assembles pairs or trios into larger teams, taking into consideration all appropriate grouping factors. (Project-Based Learning, Fall 2008) Students will be introduce to successful group tips" (see Great Groups, Terrific Teams handout). Students will be required to present an agenda weekly to instructor. This will help student stay on task, and weekly grades should be given. (see Agenda form)
(How Stuff Works-Marketing Plan)
The website offers a full explanation of the Marketing Plan.

7.)Sales Promotion Materials-Several websites offer a wide variety of cross promotions. Underarmour offers a video that can be shown to students. The importance of logo identification can be discussed. Students are challenged to identify the variety of uses of the company's logo. Another example: Microsoft, Microsoft Campaign Students should be introduced to Company's Community Involvement and Community Service, Advertising Specialities, and various forms of technology used to promote sales or image.
(MicroSoft Corporation)

8.)Sales Presentation Skills-Students will be introduced to effective sales presentation skills. Videos regarding Persuading the Customer, Public Speaking, Closing the Sales, etc. could be used. Patrick Crispen's Website, offers free PowerPoints for classroom use. This site offers a lesson on the proper use of PowerPoint.
The site offers a variety of technology help and updates. Patrick Crispen has been a speaker at the ATEC Conference for numerous years. His site offer free downloads of helpful PowerPoints.

9.)See attached project base lesson plan, Project Base Lesson Plan Promotional Campaign.

Attachments:**Some files will display in a new window. Others will prompt you to download. AdvertisingCampaignCalendar.xls
Assessment Strategies:

Assessments will be given after each content area. Students will be evaluated on group participation with "Brag Sheets".


CTSO ACTIVITY: Student may present their project at State Competition under the Advertising Campaign Category according to the DECA Guidelines.


After the student starts group work, show the student how to print out the information. Assign a peer tutor to help the student organize their materials research.

Each area below is a direct link to general teaching strategies/classroom accommodations for students with identified learning and/or behavior problems such as: reading or math performance below grade level; test or classroom assignments/quizzes at a failing level; failure to complete assignments independently; difficulty with short-term memory, abstract concepts, staying on task, or following directions; poor peer interaction or temper tantrums, and other learning or behavior problems.

Presentation of Material Environment
Time Demands Materials
Attention Using Groups and Peers
Assisting the Reluctant Starter Dealing with Inappropriate Behavior

Be sure to check the student's IEP for specific accommodations.
Variations Submitted by ALEX Users:
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