Advertising and Promotions

Transcription

1 PRECISION EXAMS Advertising and Prmtins EXAM INFORMATION Items 38 Pints 61 Prerequisites NONE Grade Level Curse Length ONE SEMESTER Career Cluster HOSPITALITY & TOURISM MARKETING Perfrmance Standards INCLUDED Certificate Available YES DESCRIPTION Advertising and Prmtin prvides students with an understanding f basic marketing principles and training fr entry-level jb psitins in advertising and prmtin. Students will experience different advertising methds t reach target audiences, including newspaper, radi, TV, internet, mail, utdr, and special prmtin events. Specific skills will help students t create, prduce, and effectively evaluate different advertising and prmtinal strategies. EXAM BLUEPRINT STANDARD PERCENTAGE OF EXAM 1- Market Identificatin and Creativity 25% 2- Prmtin 23% 3- Different Frms f Media 33% 4- Brand Image and Cnsumer Psychlgy 8% 5- Careers in Advertising and Prmtins 11%

2 Advertising and Prmtins STANDARD 1 STUDENTS WILL UNDERSTAND THE CONCEPT OF MARKET IDENTIFICATION AND CREATIVITY IN THE PROMOTIONAL INDUSTRY Understand cncepts f market and marketing identificatin. 1. Define the fllwing terms: market, prduct life cycle, target market, mass marketing, and marketing segmentatin (demgraphic, gegraphic, psychgraphic, and behaviral [prduct benefits] segmentatin). 2. Describe advantages and disadvantages f mass marketing and ther market segmenting. 3. Explain the imprtance f target markets t businesses. 4. Explain why the use f marketing segments is increasing. 5. Describe the cncept f fcus grups. 6. Understand the use f cnducting market research. 7. Analyze the prduct life cycle and explain the rle f prmtin and advertising during each phase. Understand the cncept f creativity. 1. Define the term creativity. 2. Identify persnal traits cmmnly assciated with creativity. 3. Describe specific techniques fr develping/enhancing creativity. 4. Describe ways in which emplyees can demnstrate creativity n the jb. 5. Explain hw creativity can be applied beneficially t slve prblems and cut csts. 6. Apply creativity t situatins. STANDARD 2 STUDENTS WILL UNDERSTAND AND DEMONSTRATE KNOWLEDGE OF PROMOTION Understand the rle f prmtin. 1. Define the term prmtin. 2. Identify why prmtin is imprtant. Understand the cncept f prmtinal mix. 1. Define the fllwing terms: prmtinal mix, advertising, persnal selling, public relatins/publicity, and sales prmtin. 2. Describe the imprtance f the prmtinal mix: prduct, place, price, and prmtin. 3. Understand the use f an ad schedule. 4. Identify factrs affecting the prmtinal mix (e.g., technlgy, ecnmy, market, distributin). 5. Classify examples f advertising, persnal selling, publicity, and sales prmtins. 6. Discuss the advantages and disadvantages f advertising, persnal selling, public relatins/publicity, and sales prmtins. 7. Discuss the different types f TRADE prmtins, including sltting, buying allwance, tradeshws, and cnventins. Precisin Exams Page 2

3 Advertising and Prmtins 8. Discuss the different types f cnsumer prmtins, including premiums, incentives, sampling, c-p advertising, prduct placement, visual merchandising, displays, and lyalty prgrams. Standard 2 Perfrmance Evaluatin included belw (Optinal) STANDARD 3 STUDENTS WILL UNDERSTAND AND DEMONSTRATE KNOWLEDGE OF DIFFERENT FORMS OF MEDIA Objective 3 Objective 4 Understand ptins f different frms f media in a marketing mix t reach intended audience. 1. Define the fllwing terms: advertising media, print media, bradcast media, direct-mail media, utdr/transit media, electrnic/internet media, and specialty media. 2. Describe advantages and disadvantages assciated with each frm f media. 3. Evaluate csts assciated with different frms f media. 4. Demnstrate hw t reach target market effectively by using the mst cst-effective frm f media. Understand different frms f print advertising and utdr/transit advertising and the uses f each. 1. Define the fllwing terms: headline, illustratin, signature, cpy, layut, white space, substrate, reslutin, billbard, and prf. 2. Explain the purpse f each element in an advertisement. 3. Understand use f headlines, clr, and fnt in a layut. 4. Understand imprtance f crdinating the elements in advertising and techniques t attract readers fcus. 5. Understand the purpse f a news release and hw t write ne effectively. Understand bradcast media. 1. Define the fllwing terms: advertising agencies, talent and mdeling agencies, strybards, types f auditins, g-sees, scripts, vuchers, imagery transfer, rates and buying time, and preemptin rates. 2. Explain the frmats fr radi and televisin (audi and camera) cmmercials. 3. Discuss the advantages f radi and televisin advertising. 4. Explain hw audience viewership/listenership affects advertising rates. Understand electrnic/internet advertising ptins. 1. Define the fllwing terms: blgs, cntent, , instant messaging, links, pdcast, RSS, scial media, scial netwrking, dmain name, hits, nline cmmunity, SEM (search engine marketing), tags, widgets, webinar, and wiki. 2. Discuss the strengths and weaknesses f scial netwrk marketing (including Facebk, Twitter, and Myspace). 3. Discuss the strengths and weaknesses f cmpany websites. 4. Discuss the strengths and weaknesses f marketing. 5. Explain key wrd advertising. Precisin Exams Page 3

4 Advertising and Prmtins STANDARD 4 STUDENTS WILL UNDERSTAND THE IMPORTANCE OF BRAND IMAGE AND CONSUMER PSYCHOLOGY USED IN ADVERTISING AND PROMOTION Define the fllwing terms: brand, brand name, brand mark/lg, generic brand, brand recgnitin, brand preference, private/stre brand, licensing, and cnsumer psychlgy. 1. List the characteristics f a gd brand image. 2. Describe the branding and licensing prcess. 3. Explain hw branding helps cnsumers and marketers differentiate prducts. 4. Explain the difference between brand name and trade name. Describe the stages f brand lyalty. 1. Explain the advantages and disadvantages f business and prduct branding. 2. Explain cnsideratins manufacturers have t think abut with prduct packaging. 3. Explain the imprtance lg, slgan, clr, lighting, music, and emtin play in custmer psychlgy. STANDARD 5 STUDENTS WILL UNDERSTAND CAREERS AVAILABLE IN THE ADVERTISING AND PROMOTION INDUSTRY Identify and classify career pprtunities in advertising. Determine persnal trait characteristics that supprt these types f jbs. 1. Explain the advantages and disadvantages f business and prduct branding. 2. Explain cnsideratins manufacturers have t think abut with prduct packaging. 3. Explain the imprtance lg, slgan, clr, lighting, music, and emtin play in custmer psychlgy. Precisin Exams Page 4

5 Advertising and Prmtins Advertising and Prmtins Perfrmance Standards (Optinal) Perfrmance assessments may be cmpleted and evaluated at any time during the curse. The fllwing perfrmance skills are t be used in cnnectin with the assciated standards and exam. T pass the perfrmance standard the student must attain a perfrmance standard average f 8 r higher n the rating scale. Students may be encuraged t repeat the bjectives until they average 8 r higher. Students Name Class STANDARD 2 Prmtin Scre: Demnstrate knwledge f advertising and prmtin by creating a prmtinal campaign n a prduct, service, r business Chse at least six f the nine activities belw t create a prmtinal campaign Demnstrate creativity Shw the imprtance f creativity and use it in a prmtinal campaign Demnstrate branding by designing lg/slgan Create a slgan and lg fr a prduct/service r business Cnduct marketing research Cnduct a market research t determine likes/dislikes f a prduct/service r business Demnstrate crrect ad layut techniques used in print media Create a print ad layut (newspaper/flyer) fr their prmtinal campaign using prper ad layut techniques including: headline, sub-headline, illustratin, identificatin cpy Design utdr r transit advertising Design a billbard, banner, r vehicle signage, etc. Prepare T.V. r radi strybard and/r news release Bradcast Media: radi, news release, strybard, and/r televisin cmmercial Demnstrate uses f electrnic/internet media Demnstrate knwledge f hw t effectively use scial netwrking, Twitter, Facebk, r anther frm f electrnic/nline media Create an ad schedule f advertising and prmtins in campaign Create an ad schedule fr their prmtinal campaign Verbal presentatin t class Present their prmtinal campaign t a class PERFORMANCE STANDARD AVERAGE SCORE: Precisin Exams Page 5