Chapter 17

Promotional Concepts and Strategies

Lesson 1
Teacher Name:
Number of Students: 31
Lesson Date and Time:

10/22/2014 2nd Hour

Instructional Context:
What do I know about my students that will inform this lesson?
My students love to talk about current events. I can use this when going over the parts of
promotional mix. They also are up to date with all the new technology, so the more I can use
this to my advantage, the better chance I will be able hold their attention.
How does this lesson connect with and build on previous lesson(s) or learning?
We have already gone over the 4 Ps of marketing. These are Product, Price, Place and
Promotion. In this unit we will be focusing on Promotion. Since we have already touched on
the basics of promotion, I will be able to ask students what they already know about promotion.
How do you expect to build on this lesson in subsequent lessons?
I will build on this lesson by reviewing the material during the next lesson. We will then break off
one of the 5 parts of the promotional mix during next lesson. Sales promotion is the most used
form of promotion, so we will go into this more during the next lesson.
Materials and Resources:
SmartBoard, Whiteboard, Ad Age Magazine, Text Book
What is the lesson objective?
Students will understand the 5 parts of the promotional mix, and be able to demonstrate how
each part works in businesses today.
Standards addressed and expectations of students:
National Business Education Association Standards
II. Consumers and Their Behavior
Achievement Standard: Analyze the characteristics, motivations, and behaviors of consumers.
IV. The Marketing Mix
Achievement Standard: Analyze the elements of the marketing mix, their interrelationships,
and how they are used in the marketing process.
Anticipatory Set:

Ask students to think back to the beginning of the course and ask them what they remember
about promotion. What is promotion? What are some examples of promotion? How is
promotion used in the marketing mix?
Academic Language/Language Function Objectives:

Promotion
Advertising
News Release
Public Relations
Personal Selling
Direct Marketing
Sales Promotion

Teaching/Instructional Strategies and Learning Tasks (procedures and timelines):

(Teacher talk/Input, modeling, and checking for understanding)
Time
10 mins
5 mins
20 mins

20 mins

10 mins
25 mins

Instructional Strategies and Learning Tasks

Give back graded rubric for sales demonstrations. Explain how
we came up with final score. We took the average of the two
judges scores to give students final score out of 100 points
What is promotion? Have students think back to what we
learned earlier in the year about promotion. Give some
examples of what promotion is.
Talk about the 5 parts of promotion. Page 363 in textbook. Go
over each of the 5 parts and have students think of examples of
how each part is used in businesses they see.
1. Personal Selling - Salesmen
2. Advertising Newspaper ad, commercial
3. Direct Marketing mass mail or emails
4. Sales Promotion coupons, product samples
5. Public Relations cash drive, building company
reputation

Purpose
Go over prior
Assessment

Students use Ad Age magazine to complete promotional mix

assignment. See Promotional Mix Examples Handout.
-Call on students for examples they found
*Note Do not collect, but tell students once done to keep it to
help them study for test from it.
Go over the six parts that make up a good news release. P.366.
Have students open book and read over the sample news
release.
Students write their own news release. Make sure they include
all six parts of a well written news release. Have 3 students
come up and read their news release in front of the class once
they are all done
Any remaining time allow students to work on Chapter 17
questions which will be turned in before test.

Formative
Assessment

Anticipatory Set
Standard #2
and Standard
#4

Standard #4
Formative
Assessment
Test Prep

P 368 1-3
P 375 1-3
P 377 Key Terms and 2-6

Guided practice and monitoring and assessments:

While students are working on their promotional mix assignment and writing their news release I
will be walking around the class to make sure all students are on task and be there to ask any
questions which may have.
Every few minutes update the students with how much time we have left and any key questions
many students have.
Independent Practice/Assignment:
Make sure students take pictures of point of purchase displays at a store before Fridays test.
They need to take 5 pictures of POPs that we will use for the digital part of the unit test.
Closure:
At the end of class I will quick review the 5 parts of the promotional mix and give brief overview
of what we will be covering the next day. Ask kids to watch advertisements on TV and see what
part of the promotional mix they are using in their commercials.
Differentiation (Accommodations/Modifications):
While students are working I will monitor specific students closely. I will make sure to stop by
these students and make sure they are grasping the concepts we have gone over. I will be sure
to ask them for some examples they have come up with.
For some of the gifted students, I will challenge them to think even deeper on the news release
and not just do the basics. Expand the news release to have author quotations and other facts
that would enrich their news release.
Reflection:
This class went well. Next time I teach this lesson I will want to have a few more examples of
well written news releases. They need more than just what is in the book for examples. I wont
just show them the Allina news release site, but actually read a couple of the releases out loud
to the class.

Chapter 17
Promotional Concepts and Strategies
Lesson 2
Teacher Name:
Number of Students: 31
Lesson Date and Time:

10/23/2014 2nd Hour

Instructional Context:
What do I know about my students that will inform this lesson?
My students love to talk about current events. I can use this when going over the parts of
promotional mix. They also are up to date with all the new technology, so the more I can use
this to my advantage, the better chance I will be able hold their attention.
It works best to first review with this class. I will make sure to review what we learned yesterday
before we dive into new topics
How does this lesson connect with and build on previous lesson(s) or learning?
We have already gone over the 4 Ps of marketing. These are Product, Price, Place and
Promotion. In this unit we will be focusing on Promotion. Since we have already touched on
the basics of promotion, I will be able to ask students what they already know about promotion.
In prior lesson we went over the 5 types of promotion. Today we will focus in on Sales
promotion. This is the most common part of the promotional mix
I asked students about a week prior to this lesson to take 5 pictures of point of purchase
displays at a retail store. I gave a brief description of what a point of purchase display was, but
told them I would talk more about POPs in the next week. Today will be the day I go over in
more detail POP displays.
How do you expect to build on this lesson in subsequent lessons?
This is the last lesson before our test. Going forward, we will be talking about more specific
types of promotion and the costs associated with them. We will use the knowledge used during
these two lessons in upcoming chapters.
Materials and Resources:
SmartBoard, Whiteboard, PowerPoint, Text Book
What is the lesson objective?
Students will understand how sales promotion is used in both business to business promotion
as well as business to consumer promotion.

Standards addressed and expectations of students:

National Business Education Association Standards
II. Consumers and Their Behavior
Achievement Standard: Analyze the characteristics, motivations, and behaviors of consumers.
IV. The Marketing Mix
Achievement Standard: Analyze the elements of the marketing mix, their interrelationships,
and how they are used in the marketing process.
Anticipatory Set:
Review 5 parts of promotion and go over Ad Age article on advertising on Snap Chat.
Academic Language/Language Function Objectives:
Promotional Mix
Sales Promotion
Trade Promotion
Consumer Promotion
Cooperative Advertising
Promotional Tie-ins
Point of Purchase Displays
Teaching/Instructional Strategies and Learning Tasks (procedures and timelines):
Time
5 mins
35 mins

30 mins

20 mins

Instructional Strategies and Learning Tasks

Review 5 parts of promotion and go over Snap Chat
advertising. Use Ad Age article about the movie Ouija
promoting its movie on Snap Chat. The first of its kind.
Go over Primary Essentials assignment. Handout the
assignment and let students know what they will need to turn
in. I will assign them in groups of two using a deck of cards.
Students can use notes from prior lesson or text book to help
them with this assignment. Once students get done we will go
over examples the students came up with
Present Chapter 17.2 PowerPoint presentation.
-Trade Promotion vs. Consumer Promotion
- Promotional Tie-ins(cross promotion)
-Point of Purchase Displays Go over the 4 objectives of POP
displays. Explain how students can use pictures they took on
the test tomorrow. They will be expected to have objectives for
each picture. They can see example on the assignment
handout.
Handout, Getting Your Product Onto Retail Shelves
-Have students read article and then talk about any strategies
they have read about in this chapter that may help getting a
new product onto retail shelves.
Any remaining time allow students to work on Chapter 17
questions which will be turned in before test.
P 368 1-3
P 375 1-3

Purpose
Anticipatory Set
Formative
Assessment

Standard #2
and Standard
#4

Formative
Assessment
Test Prep

P 377 Key Terms and 2-6

Guided practice and monitoring and assessments:

While students are working on their promotional mix assignment and writing their news release I
will be walking around the class to make sure all students are on task and be there to ask any
questions which may have.
I will make sure that there are no groups that could cause any trouble. If I see a group that I
know will not work well together then I will talk to them on an individual basis to switch that
group with another group.
Independent Practice/Assignment:
Make sure students take pictures of point of purchase displays at a store before Fridays test.
They need to take 5 pictures of POPs that we will use for the digital part of the unit test.
Closure:
Let students know some of the main things they will want to have down for the test tomorrow.
Also, let them know they need to have their 5 POP pictures taken or they will miss points on the
test.
Differentiation (Accommodations/Modifications):
While students are working I will monitor specific students closely. I will make sure to stop by
these students and make sure they are grasping the concepts we have gone over. I will be sure
to ask them for some examples they have come up with.
Reflection:
I did not do a good job explaining the Primary Essentials assignment. Next time I would
introduce the assignment before breaking the students up into groups. We had a little more
confusion today because I did not do a great job explaining how to do the assignment. I
assumed it was self-explanatory, but I was wrong.

Chapter 17
Promotional Concepts and Strategies
Lesson 3
Teacher Name:
Number of Students: 31
Lesson Date and Time:

10/24/2014 2nd Hour

Instructional Context:
What do I know about my students that will inform this lesson?
My students love to talk about current events. I can use this when going over the parts of
promotional mix. They also are up to date with all the new technology, so the more I can use
this to my advantage, the better chance I will be able hold their attention.
I will be using technology this period to allow my students to interact in a way they may find
more enjoyable.
How does this lesson connect with and build on previous lesson(s) or learning?
We will use what we learned the past two lessons and assess the students with a written test
and a digital computer assignment.
How do you expect to build on this lesson in subsequent lessons?
Understanding promotion will help with the next few chapters. Going forward we will dive
deeper into advertising and other forms of promotion. Students will be able to use knowledge
from this unit going forward. It will be very useful for the upcoming advertising campaign we will
be doing.
Materials and Resources:
SmartBoard, Whiteboard, Computer Lab, Text Book, Cell Phones
What is the lesson objective?
Students will apply concepts learned about the promotional mixed. Students will demonstrate
knowledge through a summative assessment.
Standards addressed and expectations of students:
National Business Education Association Standards
II. Consumers and Their Behavior
Achievement Standard: Analyze the characteristics, motivations, and behaviors of consumers.

IV. The Marketing Mix

Achievement Standard: Analyze the elements of the marketing mix, their interrelationships,
and how they are used in the marketing process.
Anticipatory Set:
Go over key points on test and expectations for time and when we will be going to the computer
lab.
Academic Language/Language Function Objectives:

Promotional Mix
Advertising
News Release
Public Relations
Personal Selling
Direct Marketing
Sales Promotion
Trade Marketing
Consumer Marketing
Cross Promotion
Sales Incentive
Cooperative Advertising

Teaching/Instructional Strategies and Learning Tasks (procedures and timelines):

(Teacher talk/Input, modeling, and checking for understanding)
Time
5 mins

35 mins
50 mins

Instructional Strategies and Learning Tasks

Go over test. Explain how much time they have and let them
know if they have any questions to raise their hand and I will
come by to help. Students will have 35-40 mins to complete
the written test and then we will go to computer lab to finish
digital part of test
Work on test for chapter 17 Written Part 26 points
Go to computer lab and work on Point of Purchase
assignment. This will be final 10 points of the test
If students finish early have them start to work on questions for
next chapter in text book.
P 408 1-3
P 415 1-3
P 417 Key Terms and 2-7

Purpose
Introduce
Assessment

Summative
Assessment
Assessment
Time Filler

Guided practice and monitoring and assessments:

I will be walking around the class during the test to answer any questions students may have.
While we work on the POP assignment I will put an example up on the board of what they are
supposed to do. I will also make sure they all share their assignment with me correctly using
Google Drive
Independent Practice/Assignment:
Tell students to start looking out for mass mail and save it. We will be asking for them to bring
some to class in the coming weeks.
Closure:
Before the bell rings I will make sure I have shared assignments from all students. I will do this
by reading off all the names I have shared files from. If a students name is not read they still
need to share their assignment with me, and I will work with them if they need help sharing it.
Differentiation (Accommodations/Modifications):
I do not have any specials needs students in this class, but if I did I would allow them to take
their test in one of our testing centers with the assistance they have recommended to them.
Reflection:
I believe this test went well. We covered everything on the test. I also think the students liked
gong to the computer lab and using Google Drive. Next time I would spend more time going
over Google Drive even though we spent a day before going over it. It would have been best to
go over the basics one more time before I turned the students loose.