Author: Laurel Brock
First Authored: February 01, 2012
Last Revised: June 13, 2018
This is the second lesson in the Fashion Show Production series. Students will compare and contrast marketing characteristics of various advertisements. Students will discuss their findings. Students will collaborate to identify the target market, clothing styles, and theme for the upcoming show.
Hooks / Set
Print out the Advertisement Examples attached, separate them and put on the board.
When the students come in the door, ask them to write down five similarities and five differences between the images. Give the students 5 minutes to complete.
After the 5 minutes, ask a few students to share their observations with the class.
Initiate a class discussion by asking the following questions:
Ask students to turn in their list of similarities and differences.
Resources and Materials
Guided Practice
Write the following terms on the board. Product Type, Product Quality, Brand Name, Age, Sex, Income, Preferences, Personality, and Lifestyle.
After a brief discussion with the students about target marketing, instruct the students to get out a piece of paper and fold it into four columns (portrait - orientation). On the top of each column, respectively: Market Characteristics, Sun Drop, Acura, and Old Spice. In the first column, ask them to write each of the words on the board below the title (Market Characteristics), evenly spaced down the column.
Hold a brief discussion defining each of the terms to clarify any misunderstandings that may occur regarding their meanings.
Explain to the students that you are going to present three different commercials and want them to identify the market characteristic differences between the commercials. Explain that you will show each video and give them 3 minutes between commercials to think about the marketing intent.
After all three commercials have been shown, facilitate a guided group discussion in order to recognize the similarities and contrast between the actual perspective and the student's point of view of each companies intended market.
Students should turn in the commercial market comparison to the instructor after the discussion.
Resources and Materials
Check Understanding
Walk around the room while the students are writing down their observations. Check to see, and guide if necessary, that each student understands how to identify the characteristics of the target market.
Group Work
Break the students into five groups.
Hand out the Target Marketing Handout to each student. Read the article title and the introduction aloud to the class. There are five sections: Request that one person from each group read each of the proceeding sections aloud to the class.
After the first article has been completely read, hand out the How To Article to each student.
Instruct the students to work together to identify the following:
Direct students to write the answers on a piece of paper with the names of each person in your group and turn in to the instructor with the following attachments:
Students can research the Internet for images. Students will copy the images from the web and paste them to a Word document. Each image should be labeled. Students will print out the Word document and turn in with the paper that describes the target market decisions.
Attachments:
Give the students at least 30 minutes to complete the activity.
Resources and Materials
Closure
Before the class is over, initiate a request to have each of the groups share their ideas.