Lesson Plan | Active Methodology | Advertising and Consumer Behavior

Premises: This Active Lesson Plan assumes: a 100-minute class duration, prior student study both with the Book and the beginning of Project development, and that only one activity (among the three suggested) will be chosen to be carried out during the class, as each activity is designed to take up a large part of the available time.

Objectives

Duration: 10 - 15 minutes

The purpose of this stage is to establish a clear understanding of what students should achieve by the end of the lesson. By outlining specific main objectives, students can focus on the key concepts related to advertising and consumer behavior. This will help them connect their prior knowledge with new insights and apply them in group activities that encourage active engagement and discussion.

Main Objectives:

1. Understand how advertising shapes consumer preferences and influences their purchasing decisions.

2. Identify different advertising strategies and their potential impact on consumer choices.

Introduction

Duration: 15 - 20 minutes

The purpose of this stage is to engage students in reflective thinking by connecting their prior knowledge with real-life situations. By introducing problem situations and contextualizing the importance of advertising and consumer behavior, students are encouraged to actively participate in discussions, facilitating a deeper understanding of the topic as they relate it to their daily experiences.

Problem-Based Situation

1. Imagine a friend walks into a shop and buys a trendy pair of shoes after watching an advertisement on TV. What factors do you think made them choose those shoes over others?

2. Consider a popular snack that you enjoy. Why do you think companies spend so much on advertisements? How do you think those ads influence your decision to buy that snack?

Contextualization

Advertising surrounds every aspect of our lives in bustling cities like Mumbai, where every corner has an ad, whether it's on a local bus, in a newspaper, or on your favourite YouTube channel. The ads don't just sell products; they create a narrative that captures our imagination and influences what we desire. Understanding how these advertisements work and their impact on our choices helps us become smarter consumers in today's market, where persuasive techniques are constantly at play.

Development

Duration: 70 - 80 minutes

The purpose of this stage is to engage students in hands-on, collaborative activities that allow them to apply their knowledge of advertising and consumer behavior in a fun and interactive way. By working in groups, students will not only exercise their creativity but also develop important skills such as teamwork, critical thinking, and communication. These activities are designed to deepen their understanding of the topic while making the learning process enjoyable.

Activity Suggestions

It is recommended that only one of the suggested activities be carried out

Activity 1 - Advertise It Like a Boss!

> Duration: 60 - 70 minutes

- Objective: Students will understand how to create effective advertisements and apply their knowledge of consumer behavior and preferences.

- Description: In this activity, students will design a mock advertisement for a fictional product. They will first brainstorm ideas about the product's features, target audience, and key benefits to consumers. Each group will then create a catchy slogan and decide on the best advertising medium (e.g., social media, television, posters, etc.). Students will prepare a 2-minute presentation to pitch their advertisement to the class, showcasing their creativity and understanding of consumer behavior.

- Instructions:

• Divide students into groups of up to 5 members.

• Give each group a fictional product (e.g., a new energy drink, a high-tech backpack, or a snack bar).

• Ask them to discuss and note down the product features, target customers, and benefits.

• Encourage creativity by having students come up with a catchy slogan.

• Decide which advertising medium using a chart or storyboard.

• Each group prepares a brief presentation to pitch their advertisement to the class.

• After each presentation, allow for a short Q&A session where classmates can ask questions or give feedback.

Activity 2 - The Great Ad Debate!

> Duration: 60 - 70 minutes

- Objective: Students will analyze different advertising strategies and their impact on consumer behavior through a structured debate.

- Description: This activity will foster critical thinking as students will engage in a debate on two different advertising strategies: Emotional Appeal vs. Logical Appeal. Students will be divided into two teams, each assigned to argue for or against the respective strategy. They will research and prepare points based on real-world examples. After the debate, students will reflect on which advertising strategy they feel is more effective based on their discussions.

- Instructions:

• Divide students into two teams of no more than 5 members each.

• Assign one team to advocate for Emotional Appeal in advertising and the other for Logical Appeal.

• Allow each team 15 minutes to research and prepare their arguments.

• Students will present their arguments in a debate format (3 minutes each), followed by a rebuttal round.

• Encourage the audience (other classmates) to ask questions or challenge points made.

• Conclude with a reflection session where students share their personal opinions on which strategy they believe is more effective.

Activity 3 - Consumer Behavior Treasure Hunt!

> Duration: 60 - 70 minutes

- Objective: Students will actively explore how different advertising techniques influence consumer behavior through engaging and interactive learning.

- Description: Students will participate in a treasure hunt across the classroom, where they will find clues related to various advertising techniques and consumer preferences. Each clue will lead them to another location and provide insights into how different advertisements target consumers. At the end of the treasure hunt, students will gather to discuss their findings and insights on how advertising affects their own buying decisions.

- Instructions:

• Set up different clue stations around the classroom, each representing an advertising technique or consumer behavior aspect (e.g., celebrity endorsements, discounts, emotional manipulation).

• Each group of 5 students will start at a different clue station.

• When they solve a clue, they will move to the next station, documenting how the advertising technique works.

• After the treasure hunt, gather students and discuss what they learnt about how advertisements influence their choices.

• Encourage each group to share their favourite clue and how it relates to their purchasing decisions.

Feedback

Duration: 10 - 15 minutes

The purpose of this feedback stage is to consolidate the learning experiences from the various activities by encouraging students to reflect on their discoveries and insights. Through group discussion, students will share knowledge gained, articulate their understanding of how advertising shapes consumer behavior, and learn from the perspectives of their peers. This collaborative reflection fosters a deeper comprehension of the subject matter, helping students to connect theoretical concepts with practical applications in everyday life.

Group Discussion

"Now that we've had a chance to engage in various activities around advertising and consumer behavior, let's come together and share our experiences. I would like each group to discuss what they learned from their activity and any new insights they gained about how advertising influences our choices as consumers. Please think about the following aspects: What strategies did you find most effective? How do these strategies connect to your own purchasing decisions?"

Key Questions

1. What were some key strategies used in your advertisements and how do you think they appealed to consumers?

2. How did your perspective on advertisements change after the activities?

3. Which advertising strategy do you personally find most effective when making a purchasing decision, and why?

Conclusion

Duration: 10 - 15 minutes

The purpose of this conclusion stage is to encapsulate the main ideas discussed during the lesson and to emphasize the connection between theoretical knowledge and practical application. By summarizing the key content and reflecting on the importance of advertising in everyday life, students will solidify their understanding and recognize the relevance of advertising strategies in their own consumer behavior.

Summary

Throughout the lesson on Advertising and Consumer Behavior, students explored various ways in which advertisements influence their preferences and purchasing decisions. They engaged in hands-on activities, such as creating mock advertisements, participating in debates, and uncovering advertising techniques through a treasure hunt, which helped them understand that advertising is not just about selling products but also about connecting with consumers emotionally and logically.

Theory Connection

The lesson successfully bridged the gap between theory and practice by allowing students to apply their knowledge through creative projects and discussions. They were able to see real-world applications of advertising strategies and how these methods impact their choices in daily life. The emphasis on group activities fostered collaboration and critical thinking, reinforcing key concepts of advertising and consumer behavior.

Closing

In conclusion, understanding advertising's role in consumer behavior is essential for making informed purchasing decisions. Recognizing the tactics used by advertisers—whether through emotional appeals or logical reasoning—can empower students to navigate their consumer choices more wisely. The skills learned today will serve them well as they encounter advertisements in various forms throughout their lives, from billboards in bustling streets to catchy slogans on social media.