Lesson Plan

• Describe the key characteristics of direct promotion.
• Compare the advantages and disadvantages of common direct promotion methods.
• Explain the eight‑step process for planning a direct promotion campaign.
• Analyse a case‑study to calculate ROI and evaluate campaign success.
• Apply ethical and legal considerations when designing direct promotion activities.

• Projector and screen for slides.
• Printed handouts of the direct promotion planning flowchart.
• Sample direct‑mail pieces or mock email templates.
• Whiteboard and markers.
• Calculator or spreadsheet for ROI calculations.

Begin with a rapid‑fire quiz recalling the four Ps of the marketing mix, then ask students how businesses can reach customers directly. Explain that today they will explore direct promotion and its measurable impact. Success will be shown by students being able to outline a campaign plan and calculate its ROI.

1. Starter (5') – Quick recall quiz on promotion mix and previous lesson on advertising.
2. Teacher input (10') – Present key characteristics, methods and examples of direct promotion using slides.
3. Guided practice (12') – Walk through the 8‑step planning process, completing a template for a mock product.
4. Case‑study analysis (10') – Students calculate ROI for the smartphone email campaign and discuss findings.
5. Group activity (8') – Design a brief direct‑email pitch, define target audience, CTA and data‑protection checks.
6. Plenary (5') – Recap main points; exit ticket: write one advantage of direct promotion and one ethical consideration.

Summarise how targeted, measurable messages drive immediate responses and why compliance matters. Collect exit tickets to gauge understanding and assign homework: students must draft a one‑page direct‑mail plan for a product of their choice, including budget and evaluation metrics.