Teaching Business English: Advertising

This lesson plan focuses on simple concepts that students can use to practice speaking English. Since advertising is a universal topic, you can use this lesson with students of all levels and interests. In this lesson, students are introduced to vocabulary and concepts related to brands, target markets and advertising channels. Also, they will have the opportunity to talk about the pros and cons of advertising. While doing so, you can encourage your students to use adjectives to talk about their opinions and/or experiences.

If you want additional lesson plans and support, including teachers’ notes, be sure to register for a free Off2Class account.

Transcript

1. BUS1 ADVERTISING Off2Class Lesson Plan ESL Lesson Plan © 2014-2021 Global Online Language Services Inc.
2. © 2014-2021 Global Online Language Services Inc. Thank you for downloading your FREE Off2Class lesson plan! This teacher-led lesson plan is designed using the communicative approach - perfect for teaching students online or in any screen-enabled classroom. To access the Teacher Notes and Answer Key, or to assign homework, click here to set up your FREE Off2class account. Don’t forget to join the discussion on Facebook to get access to other great tools for online ESL instruction.
3. WHAT IS ADVERTISING? Advertising is an attempt to attract consumers to a product or service by placing announcements in places such as newspapers, mail, billboards, television, the Internet, and smartphones. A D B E C F © 2014-2021 Global Online Language Services Inc. 3
4. WHO LIKES NIKE? WHO IS THE TARGET OF NIKE ADVERTISING? © 2014-2021 Global Online Language Services Inc. 4
5. THE TARGET MARKET OF MANY NIKE ADS IS TYPICALLY YOUNG, ACTIVE PEOPLE What is a target market? What demographics (age, income level, education…) could describe the target market of the following products? A B C © 2014-2021 Global Online Language Services Inc. 5
6. WAYS TO REACH A TARGET MARKET A target market is a group of customers towards which a business has decided to aim its marketing efforts. A well-defined target market is important for any advertising campaign. A niche market is a specialized, but profitable corner of the market. For example: The new product caters to a niche market of rich, stay-at-home mothers. Can you think of some products that target a niche market? © 2014-2021 Global Online Language Services Inc. 6
7. ADVERTISING CHANNELS broadcast digital online and social media advertisements people speaking to one another about a product newspaper, magazines, journal advertisements print television and radio advertisements word-of-m outh There are many different types of channels that can be used to reach different target markets. Can you match the type of advertising channel with some examples of the channel? © 2014-2021 Global Online Language Services Inc. 7
8. TODAY, A LOT OF ADVERTISING IS DONE ONLINE Online advertisers can choose: pay-per-click or cost per click (CPC) advertising cost-per-impressi on (CPM) advertising banner advertising A. What is cost-per-click advertising? B. What is the difference between cost-per-click and cost-per-impression? C. What is banner advertising? Do you think that these types of advertising are effective? © 2014-2021 Global Online Language Services Inc. 8
9. COST-PER-CLICK AND COST-PER-IMPRESSION ADVERTISING Cost-per-click advertising is when the business pays for every time a potential customer clicks on their advertisement. Cost-per-impression advertising is when the business pays for the amount of people who see their advertisement. © 2014-2021 Global Online Language Services Inc. 9
10. VIRAL ADVERTISING FOCUSES ON SPREADING INFORMATION Usually viral advertising uses unconventional digital channels to encourage people to spread their own opinions about a product. A. Which online networks can help with viral advertising? B. Can you think of a viral video that you’ve seen recently? © 2014-2021 Global Online Language Services Inc. 10
11. WHAT ARE THE PROS AND CONS OF DIFFERENT ADVERTISING CHANNELS? A B C D E F G H © 2014-2021 Global Online Language Services Inc. 11
12. HOW WOULD YOU ADVERTISE THE FOLLOWING PRODUCTS? A B What would you call each product? © 2014-2021 Global Online Language Services Inc. 12
13. CAN YOU GUESS THE MEANING OF THE FOLLOWING ADJECTIVES? witty memorable good at convincing someone to do something instantly appealing and memorable deceptive, giving the wrong idea or impression catchy humorous persuasive easily remembered because of something special or unusual misleading © 2014-2021 Global Online Language Services Inc. 13
14. A JINGLE IS A SHORT TUNE DESIGNED TO BE REMEMBERED EASILY FROM ADVERTISING A. Can you think of a popular jingle? B. Do you ever get jingles stuck in your head (unable to stop repeating in your mind)? © 2014-2021 Global Online Language Services Inc. 14
15. WE ARE NOT ALWAYS AWARE THAT SOMEONE IS SELLING US A PRODUCT For example, products can be included in television shows or movies. This is called product placement or embedded marketing. Do you think that you are influenced by product placement? © 2014-2021 Global Online Language Services Inc. 15
16. CAN YOU SPOT THE PRODUCT PLACEMENT IN THE IMAGES? A B C © 2014-2021 Global Online Language Services Inc. 16
17. MANY CELEBRITIES EARN MONEY FROM ENDORSING PRODUCTS OR SERVICES Michael Jordan Jennifer Aniston H&M, Adidas and Samsung Pepsi and L’Oreal Nike and Hanes Beyoncé Smart Water and Sephora David Beckham What does it mean to endorse a product or service? Can you match the celebrity with the brand they endorse? © 2014-2021 Global Online Language Services Inc. 17
18. READ THE CONVERSATION BETWEEN TWO PEOPLE AT AN ADVERTISING AGENCY Thomas: We need to start promoting that new energy bar. Bob: I think it would be a good idea to get some celebrities to endorse it. Thomas: That’s a great idea. With an athlete plugging the product, it could take off! We should also sponsor some sports events. Bob: Maybe we can set up a booth and give out free samples at the marathon next weekend. Thomas: Yeah, we just have to make sure that we stay under budget. © 2014-2021 Global Online Language Services Inc. 18
19. NOW, ANSWER SOME QUESTIONS! 1. What were some of Bob’s ideas? 2. Did Thomas like his ideas? 3. What does it mean to sponsor a sports event? 4. What do you think plugging a product means? 5. Have you ever tried a free sample of a product? © 2014-2021 Global Online Language Services Inc. 19
20. MATCH THE WORD OR PHRASE WITH ITS DEFINITION sponsor endorse provide publicity to a product or organization give to people for free support a project or activity by providing money for it promote declare one’s public approval or support of something take off become successful or popular give out © 2014-2021 Global Online Language Services Inc. 20
21. SPAM IS A MESSAGE SENT VIA THE INTERNET TO A LARGE NUMBER OF PEOPLE Sometimes people attempt to advertise a product in this way. How much spam email do you get? Have you ever responded to a spam email? © 2014-2021 Global Online Language Services Inc. 21
22. WERE YOU EVER PERSUADED TO BUY SOMETHING DUE TO AN ADVERTISEMENT? © 2014-2021 Global Online Language Services Inc. 22
23. IN YOUR OPINION… Should advertisers be allowed to advertise to children? Do you think the government has the right to ban or prohibit some advertisements? © 2014-2021 Global Online Language Services Inc. 23