Active learning ideas
This topic dives into the 'where' and 'how' of advertising. Students compare traditional mediums (TV, radio, print, out-of-home) with digital mediums (social media, search, display). They learn the principles of effective ad design, including the AIDA model (Attention, Interest, Desire, Action) and the importance of reach and frequency in media planning.
Activity 01
Groups are given a $10,000 budget and a target market (e.g., seniors in Ottawa). They must research the costs and reach of different local mediums (newspaper vs. Facebook vs. local radio) and present their 'best bang for buck' media plan.
What are the advantages of digital advertising over traditional print?
Activity 02
Students rotate through stations to build different parts of an ad: one for the 'Attention' (headline/visual), one for 'Interest/Desire' (body copy), and one for 'Action' (the call to action). They assemble these into a final print or digital ad.
How do marketers measure the reach and frequency of an ad?
Activity 03
Students are shown a 'borderline' advertisement and must use the Canadian Code of Advertising Standards to determine if it is misleading or unethical. They share their verdict with a partner and then the class.
What makes an advertisement visually compelling?
A few notes on teaching this unit
Watch Out for These Misconceptions
Traditional advertising is dead.
Students often think only social media matters. By looking at the reach of the Super Bowl or local billboard effectiveness, they learn that traditional media still plays a massive role in building broad brand awareness and 'reach.'
More ads are always better.
Students often confuse 'frequency' with 'annoyance.' Through a 'consumer sentiment' survey, they can learn about 'ad fatigue' and why seeing the same ad too many times can actually hurt a brand's reputation.
Methods used in this brief
The Promotional Mix
An overview of advertising, sales promotion, public relations, and personal selling as integrated marketing communications.
8 methodologies
Ethics and Trends in Marketing
A critical look at ethical issues in marketing, such as greenwashing, advertising to children, and the rise of influencer marketing.
8 methodologies