Lesson Plan

2/24/07

Educational Computing

Telecommunications Lesson Plan


Your NAME:  Susan McKinstray


Type of Lesson: Telecommunications

Lesson Plan Title –The Super Bowl Marketplace


Discipline and Topic –Business, Sports Marketing


Target Population –
Grade Level High School (10-12)
Population Characteristics: Students are in the Business Curriculum or are members of the school sports teams and are interested in the subject.  
Lesson Groupings: Class Discussions and Individual Website with activities and evaluating advertisements.


Curriculum Links –This lesson is the beginning of a unit “Marketing Products and Services through Sports.  Prior to this lesson students were introduced to sports marketing and understanding target marketing and marketing strategies.  This lesson will link to their prior knowledge by students learning how companies market to various demographic groups through the use of the audience of a sporting event.    After this lesson students will be learning about more promotional tools.
New York State Learning Standards
Career Development and Occupational Studies (CDOS)
Standard 3a.1 Basic Skills-Commencement Level-Students will use a combination of techniques to read and listen to complex information and analyze what they hear.


Objectives –Student will be able to analyze
Students will be able to determine who the intended target audience is of an advertisement.
Students will be able to judge promotional tools used in commercial advertisements. .


Media Literacy Objectives –
Basic Skills:  Take notes & gather data from nonprint sources
Critical Skills:  Critique & evaluate advertising campaigns for a variety of products
Construction Skills: Select & apply technology tools for information analysis



Materials and Timing –Computers with internet access, overhead projector, printers and paper
This lesson will be completed in 2 45 minute class periods.


Scope and Sequence –
    1.      Day One:  Begin lesson by asking students what sporting events do they watch on television.  I than ask them about any memorable commercial advertisements they have seen
          .  Students give  examples of their favorite commercials.
    2.      Start discussion on how sporting events have a wide range of demographic groups that companies target through advertising.  
    3.    The class reads the “Local robot’s sad Super Bowl Story” article and discusses advertising campaigns during the Super Bowl.
    4.    Have students use their computers and log into http://www.superbowl-ads.com/2007/index.html and show them where the various news articles are in the latest news.
            Show the students a Super Bowl commercial from the previous year from the timeline on top of the web page.
    5.    Hand out assignment sheet and students begin assignment by
                A., Selecting a news article to summarize and critique
                B.. Review a commercial from a prior year.
                C.  Select and print the Spot Bowl score sheet to use for homework assignment.  
    6.    Day Two:  Begin class by discussing what commercials the student gave an MVP rating.  
    7.    Students return to website to view their MVP commercial that they will use to compare to their first commercial assessment.
    8.    Students complete, print, and hand in for a grade their Super Bowl Marketing assignments.


Supplemental Materials –Sports Marketing Super  Bowl Commercials Assignment Sheet, Super Bowl article copies


Evaluation of Students –
OBJECTIVES
 1 POINT
2 POINTS
3 POINTS
Students will be able to determine who the intended target audience is of an advertisement. Student views a commercial but does not indicate who the target audience is and gives no detail.
Student views a commercial and indicates who the target audience is but does not indicate any demographic detail. Student views a commercial and determines who the target audience is and includes demographic information. of the target audience
Students will be able to judge promotional tools used in commercial advertisements. Student selects a commercial but does not rate it or give any details on the promotional tools.  Student selects a MVP Commercial but gives only a little detail of the promotional tools Student selects an MVP commercial and gives detail of the promotional tools used.
 Students will take note & gather data from nonprint sources  Student watches the commercials but does not give any ratings for them. 
Student watches a few commercials but does not rate all of them. 
Student watches the Super Bowl commercials for one quarter of the game and rates them for their appeal and quality.
Students will critique & evaluate advertising campaigns for a variety of products Students does not compare and or contrast the two commercials and gives little detail Students does not fully compare and contrast commercials and gives incomplete detail Student compares and contrasts two commercials and indicates which was best.
Students Select & apply technology tools for information analysis Student cannot use the website with out a lot of assistance and does not complete assignment Student uses the website with a little assistance and the assignment is not complete Student uses the website without any assistance and completes assignment.

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Evaluation of the Lesson –
 I will evaluate the lesson by observing how well the students can navigate the website and use it to complete the assignment.  I will evaluate how the class did as a whole by review of the worksheet and the scores received based on the rubric.  I will also see how the class is engaged in the discussions prior to and after viewing the Super Bowl commercials.  I will change any part of the lesson that seemed unappealing and did not assist students to learn how advertisers use various promotional tools. 



January 31, 2007
Local robot's sad Super Bowl story
GM extols its commitment to quality in TV, online ad campaign
Sharon Terlep / The Detroit News
     A lovable but clumsy robot will get the boot from General Motors Corp. in the company's upcoming Super Bowl commercial, set in Lansing, which aims to stress the automaker's relentless quest for quality.
     The 60-second spot, called "The Robot," features a small robot working on the assembly line at the Grand River Assembly plant, where part of the ad was filmed.
     The robot, an oddly-cute digital creation capable of contorting its nuts and bolts into human expressions, mistakenly drops a screw while working on the line making Cadillac’s.
     The gaffe forces the line to shut down, drawing the ire of flesh-and-blood co-workers who evict the penitent robot from the factory.
      Cameras then follow the robot as it tries to make a living working thankless odd jobs to pay for whatever it is a robot needs to survive.
      GM hopes the spot, which highlights its 100,000-mile/five-year powertrain warranty on new models, will strike a chord with consumers not yet convinced the automaker can compete with foreign rivals on vehicle quality by showing even machines can't mess up these days at GM.
       "The spot was inspired by the commitment to quality we really have observed inside the walls of GM," said Eric Hirshberg, president and chief creative officer of Deutsch L.A., which helped create the spot.
       After the Super Bowl gig, "Robot" will go on to make appearances online at sites such as Yahoo!, AOL and MSN, and in banner ads on ESPN.com and Edmunds.com.
       GM also plans a concerted effort to spread the image by making sure it shows up on blogs and other Web sites that post user-generated material.
       "General Motors is building the best cars, trucks, SUVs and crossovers in our history," Mike Jackson, GM North America vice president of marketing and advertising, said in a statement. "'Robot' will help us continue to get the word out."
        The world's largest automaker is spending millions to get the attention of Super Bowl viewers, many of whom tune in as much for the commercials as the game. This year, advertisers reportedly are paying more than $2.6 million for a 30-second spot.
        GM also will air other ads during the Super Bowl broadcast, including one produced by college students who won a competition staged by the company. Ford Motor Co., Honda Motor Co. and Toyota Motor Corp. also will advertise during the Super Bowl.
        TSN Media Intelligence estimates firms have spent $1.72 billion in ads during the games over the past 20 years. GM has spent the third most -- $66 million -- of any company since 1987.
        Success depends in large part on whether the company is genuine in its message, said Timothy Blett, president of the Doner advertising agency in Southfield.
        "People's B.S. meter is up more than 50 percent over the last few years," Blett said. "It has to be believable."
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SPORTS MARKETING
SUPER BOWL COMMERCIALS


 

PLEASE COMPLETE THE FOLLOWING QUESTIONS BY TYPING YOUR ANSWERS USING MICROSOFT WORD.  PLEASE USE FULL SENTENCES AND PROPER GRAMMAR.  PRINT FINAL PAPER AND HAND IN


    1.    Log on to your computer and go to  http://www.superbowl-ads.com/2007/index.html    Choose an article regarding this year’s Super Bowl, read the article, print it, and in your own words summarize and critique the article as it relates to sports marketing.  

    2.    Using the website view one of the Super Bowl Commercials and indicate the following:
            •    What is the name of the company or service and what is being advertised.
            •    Who is the intended audience of this commercial?   Please enter demographic information for the intended audience.
            •    If there is a key slogan or phrase? If yes what is it?
            •    What did you personally like or dislike about this commercial?


    3.    Select and print the Spot Bowl Score sheet.
           Watch the commercials during the Super Bowl and record at least the commercials for one quarter of the football game. 
            You will be scoring each     commercial you watch from MVP the best to Fumble 1 as the worst.


    4.    On Monday in class choose one of the commercials that you rated as MVP and view again using the website http://www.superbowl-ads.com/2007/index.html
            Indicate what promotional tools were used by the advertiser to attract your attention.  


5.    Compare and contrast your MVP commercial and the one that you viewed on Friday. 
        Please indicate all the criteria in #2 for your MVP and discuss which commercial you liked better and why. 


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