Professional Documents
Culture Documents
resource guide
How it works This activity is intended to follow the Chocolate advertising project available on
Teachit.
The rest of the class will play Thornbury’s board members. Students are provided
with a suggested structure for their presentations but this can be tweaked as
necessary.
To help sustain the attention of the board members, they could be given score
cards to help them evaluate each group’s performance. These may then be used as
the basis of a vote to decide which agency will ultimately win the Thornbury’s
account.
Try this! Students love the competitive nature of this activity. Encourage this by offering an
appropriately chocolaty prize for the agency which has produced the best
presentation. You can also motivate or reward students by using their posters,
packaging etc for a classroom display. If any of the groups have produced an amazing
PowerPoint presentation save it on your computer for future use as a model.
Or this! Assessing presentations for GCSE speaking and listening. The activity meets the
requirements of the explain/describe/narrate category for AQA GCSE Specification
A EN1. The presentation could be drama focused in that students will need to
sustain a role as an advertising executive. Students could be assessed individually
or in their group.
Or this! This presentation activity could form part of a wider scheme of work at KS3 or KS4.
Before beginning this presentation, at least one lesson could be devoted to analysing
some advertisements (TV and print) for different chocolate products and could lead to
either media exam practise or media coursework for GCSE students. The run-up to
Valentine’s day and Easter will provide plenty of material for analysis and Creme Eggs
make great prizes!
Rhiannon Glover
In groups, you are acting as advertising agencies with the task of planning a marketing campaign for
the new chocolate. You should have chosen a form, a name and slogan for your chocolate. You
should have also have designed the packaging for the product and made plans for a TV and
magazine advert to promote it.
Your presentation
Now that you have planned a range of creative ideas for launching the new chocolate you will
deliver a presentation to representatives from Thornbury’s in a bid to win the account. Remember
that you are in competition with other agencies so your campaign must be as original and exciting
as possible and your presentation needs to be confidently delivered so that Thornbury’s will
choose you!
You could structure your presentation according to the headings below, although you don’t have
to include all of them.
You may wish to use visual aids such as a mock-up of your packaging or an example of a magazine
advert that you have produced. You may be allowed to use PowerPoint for your presentation but
you should not simply read from the whiteboard or from your notes. It is important that you use
language, your voice and body language to convey your enthusiasm and professionalism because
you will be assessed on your ability to communicate your ideas effectively.
Use the cards below to help you to judge which advertising agency has
delivered the best presentation and created the best marketing
campaign.
and then finding the best way to sell the item to make the most money
Every chocolate bar has an ideal target market (buyers) and this is broken down into:
• Age • Money/economics/lifestyle
If a chocolate bar is aimed at different people to you it’s unlikely you’ll buy it for yourself
(but you might as a present for others).
If a company decides it wants to change its target market for a particular product, it will
need to change the way the chocolate is marketed.
• For example, the product TWIX had a target market of mainly middle-aged
people a few years ago, and these people were buying less and less chocolate.
TWIX decided to update their image to appear younger and launched the “Break
From The Norm” adverts so people began to see TWIX as chocolate for
teenagers.
• Find new versions of the same product (like BUTTONS selling BIG BUTTONS,
MARS selling MARS DRINKS, SNICKERS selling SNICKERS CRUNCHIE and
lots of companies selling ICE-CREAM BARS)
• Bring out seasonal versions (especially at Valentine’s Day, Easter and Christmas)
• Describe the wrapper of your chocolate bar (colours, fonts, words, etc.)
• Write a list of any marketing tactics that have ever been used to sell
your product (money off, special versions, re-launch, etc. ...)
• Write a couple of sentences about how you could market your product
better – what you would do to sell more of it?
TASKS
• Think carefully about the colours, fonts, images and words you choose
• Decide which magazines you’d place the advert in (and if your product is
seasonal, when you’d place it)
• Where would you put a billboard poster?
SIGHT
SMELL
TOUCH
TASTE
SOUNDS
EMOTIONS
• Try using your words from the word grid you have produced
• When?
• How often?
• What is the best way to sell it to them to make the most money?
Cheap
chocolate? Fancy
chocolate?
Working /
not
working?
Age: Money/economics/lifestyle:
• kids? • wealthy?
• teenagers? • keep fit?
• middle aged? • lazy?
Interests:
Gender: • trendy?
• male? • fashion?
• female? • cars?
• the high life?
• For example, the product TWIX used to have a target market of mainly middle-aged
people...
• new “Break From The Norm” adverts showed TWIX as chocolate for teenagers.
• re-launching a product at a new target market (like TWIX but also YORKIE who are
aiming their bars at men)
• finding new versions of the same product (like BUTTONS selling BIG BUTTONS,
MARS selling MARS DRINKS, SNICKERS selling SNICKERS CRUNCHIE and lots of
companies selling ICE-CREAM BARS)
• bringing out seasonal versions (especially at Valentine’s Day, Easter and Christmas)
• Write a list of any marketing tactics that have ever been used to sell
your product (money off, special versions, re-launch, etc. … )
• Write a couple of sentences about how you could market your product
better – what you would do to sell more of it?
TASKS
• Think carefully about the colours, fonts, images and words you choose.
• Which magazines would you put it in?
• Where would you put a billboard poster? I would put it near a …
• Why?
• Try using your words from the word grid you have produced.