MARKETING THEN AND NOW

Subject: Business or Marketing

Focus:
This lesson will focus on the use of demographic, psychographic and cultural characteristics in the development of marketing messages. Students will compare and contrast specific marketing campaigns from the 1970's and today (2003) in order to identify key factors that influenced the design of commercials for similar products in different eras.

Standards:

Addressed

• Students will identify the components of the selling process.
  
• Students will be capable of explaining the concept of market.
  
• Students will be capable target market identification using demographics, psychographics and cultural variables.

  Assessed

• Students will demonstrate an understanding of primary marketing strategies.
  
• Students will be capable of target market identification using demographics, psychographics and cultural variables.

  Assessment:

  1. Students will actively participate in a whole class discussion relating to an analysis of the "Then and Now" commercials (see rubric).
  2. Students will write an essay summarizing the demographic, psychographic and cultural variables that guided the development of the Coca-Cola "Hilltop" commercial and the Pepsi "Moshe-pit" commercial (see rubric).

Materials:

1. Computer Projection System and "Smartboard" or screen, or other type of projection system such as an overhead projector
2. Video tape of Coca-Cola "Hilltop" television commercial (available in "realplayer" format on the Library of Congress American Memory web site, http://memory.loc.gov/cgi-bin/query/r?ammem/cola:@field(DOCID+@lit(komt1600_01))
3. Video tape of Pepsi "Moshe-pit" television commercial or similar commercial from current times.
4. Video Tape Player
5. Advance Organizer (Discussion Idea Catcher)
6. Discussion and Essay Rubric
7. 6-Trait Rubric

Time:
This lesson will require two class sessions (more depending on the expectations the teacher has in relation to the length and comprehensiveness of the summary essay).

Possible Procedures:

Warm up activity

1. Project an image of an unusual product on the Smartboard and facilitate a discussion on the potential markets for the product.
2. Review the concepts of Demographics and Psychographics and the use of this information in marketing.
3. Discuss how the passage of time alters the characteristics of individuals in any given demographic or target market group.

1. Review the essay and discussion rubric with students so they understand expectations.
2. Show the Coca-Cola "Hilltop" television commercial.
   a. Discuss the demographic, psychographic and cultural variables surrounding the design of this commercial.
   b. Discuss this commercials place in the history of advertising.
   c. How could this commercial be "updated" to appeal to the same target market today?
   d. Re-show the commercial and provide students with an opportunity to make notes using the advance organizer and their journals.
3. Show the Pepsi "Moshe-pit" television commercial or other current commercial.
   a. Discuss the demographic, psychographic and cultural variables surrounding the design of this commercial.
   b. Re-show the commercial and provide students with an opportunity to make notes using the advance organizer and their journals.
   
4. Provide students with guidance and time to write their summary essay.

-Fred Wilson, Olde Columbine High Career Development Center, Longmont CO