Lesson Plan

• Describe the purpose and key objectives of advertising within the marketing mix.
• Compare the advantages and disadvantages of major advertising media.
• Explain the step‑by‑step advertising planning process and relevant KPIs.
• Evaluate a sample advertising brief to choose suitable media and metrics.

• Projector and screen
• Whiteboard and markers
• Printed handouts of the media comparison table
• Sample advertising brief worksheet
• Laptop with internet access for digital media examples
• KPI calculation worksheet

Begin with a short video clip of a memorable TV ad to capture interest. Ask students what makes the ad effective and link it to prior knowledge of the promotion mix. Explain that by the end of the lesson they will be able to design and evaluate an advertising campaign using clear success criteria.

1. Do‑now (5'): Students list three ads they recall and note the media used.
2. Mini‑lecture (10'): Define advertising, its objectives and review the media comparison table.
3. Group activity (15'): Teams analyse a provided brief, choose two media, and justify their choice using advantages/disadvantages.
4. KPIs workshop (10'): Introduce key performance indicators and have groups calculate a simple CPM and CTR for a digital ad.
5. Plenary (5'): Groups share decisions; teacher summarises the advertising process and checks understanding.

Recap the advertising planning steps and the importance of matching media to objectives and KPIs. Students complete an exit ticket stating one media advantage and one KPI they will monitor in future campaigns. Assign homework: research a current ad campaign and prepare a brief analysis using the lesson’s framework.