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SCHOOL DIVINE WORD COLLEGE GRADE LEVEL 11

GRADE XI - ABM OF SAN JOSE


Detailed Lesson STUDENT- FERINZ CHRISTIAN T. STRAND ACOUNTANCY,
Plan TEACHER SIBULAN BUSINESS
MANAGEMENT
(ABM)
DATE/TIME LEARNING PRINCIPLES OF
AREA & MARKETING
QUARTER 2ND QUARTER
I. OBJECTIVES
A. Content Standards The learners demonstrate an understanding of the essence of the new product
development, pricing, placing (distribution), and promoting a product or service.
B. Performance The learners shall be able to design a new product or service, decide types of pricing
Standards approach, and choose distribution methods and promotion tool that respond to
market trends.
C. Learning The learners define and identify relevant promotional tools, namely; advertising, sales
Competencies promotion, personal selling, public relations, and direct marketing to create
awareness and persuade the target market to buy the product or patronize the
service.
II. CONTENT Developing the Marketing Mix: Promotional Mix Strategy Code:
(Advertising) ABM_PM11-IIa-e19
III. LEARNING RESOURCES
A. References
1. Teacher’s Guide Pages Ac-ac, Maria Victoria M. Principles of Marketing, Revised Ed., Pasig: Anvil Publishing,
Inc., 2014
Armstrong, Gary. Marketing: An introduction 11th, Global ed. Harlow, England:
Pearson, 2013.

Go, Josiah. Contemporary Marketing Strategy in the Philippine Setting, Manila:
National Bookstore, 1996.

2. Learner’s Material Pages


3. Textbook Pages
4. Additional Materials from
Learning Resource (LR) Portal
B. Other Learning Resources Laptop, Projector and White Screen, PowerPoint presentation, speaker

Video Clips:
Tuloy Pa Rin: MCDO COMMERCIAL
https://www.youtube.com/watch?v=lnY3Cl1BBpw
Retrieved: July 05, 2019

Magnifico: LUCKY ME COMMERCIAL


https://www.youtube.com/watch?v=zGmFyveRn3g
Retrieved: July 05, 2019

Nurture: NIDO ADVANCED PROTECTUS 3+ NESTLÉ PH COMMERCIAL


https://www.youtube.com/watch?v=8CGYqznvwVw
Retrieved: July 05, 2019

Malou: BEAR BRAND FORTIFIED POWDERED MILK DRINK


https://www.youtube.com/watch?v=AUPDu0VAeZw
Retrieved: July 05, 2019

Power to Transform: CREAM SILK CUSTOMIZED SOLUTIONS


https://www.youtube.com/watch?v=Tg90sGgPxPc
Retrieved: July 05, 2019

Glowing Bright: OMO! White Commercial


c/o: Ymperial42 Advertising Team

Share A Coke Singapore: Case Study


https://www.youtube.com/watch?v=um73RJudzIk
Retrieved: July 26, 2019

Share a Coke: Coke PH Did It Again


https://www.youtube.com/watch?v=fWZnP-PKmWQ
Retrieved: July 26, 2019
Share a Coke Philippines
https://www.youtube.com/watch?v=6JBVZ8K8z9U
Retrieved: July 26, 2019

Mcdo: Did you know?


https://www.youtube.com/watch?v=uCowQ7_kSFc
Retrieved: July 26, 2019

Gatorade PH: Nothing Beats Gatorade


https://www.youtube.com/watch?v=IMNKV-E99Iw
Retrieved: July 26, 2019

Tide: Todo-puti at Todo-bango sa Mas Kaunting Powder


https://www.youtube.com/watch?v=JqRJRN6-DeU
Retrieved: July 26, 2019

Pepsi Vending Machine


https://www.youtube.com/watch?v=GyY15Jkkg2A
Retrieved: July 26, 2019

Kit-Kat Break time anytime


https://www.youtube.com/watch?v=UOGTsKLZofA&list=PL396JiahrC5B0-
oa3k98Ie_OIsOot7bH2&index=2
Retrieved: July 26, 2019

Audio Clips
Energy Gap Jingle: Milo
https://www.youtube.com/watch?v=_-yRdVMIHKg
Retrieved: July 05, 2019

Micronutrient Deficiency Jingle: Bear brand Nestlé PH


https://www.youtube.com/watch?v=E_ua03zGppc
Retrieved: July 05, 2019

Hooray Day for Today Jingle: Mcdonalds


https://www.youtube.com/watch?v=NgfFhFywv0c
Retrieved: July 05, 2019

Finally, Arie Jinglel: Ariel


https://www.youtube.com/watch?v=dIjZImAyoKs
Retrieved: July 05, 2019

Pinalaki Jingle: Surf Fabconditioner


https://www.youtube.com/watch?v=hqnLNZTBdNM

Glowing Bright Jingle: OMO! White


c/o: Acri Callidus43 Advertising Team

IV. PROCEDURE Teacher’s Activity Students’ Activity


Preliminary Activities
 Welcome Greetings Good morning, class! (The students will respond)
and Opening Prayer Good morning, Sir!

Before we proceed to our session for ___: Let us all remember that we are in
today, may I ask ____ to lead our opening the most holy and loving presence of
prayer. the Lord… (students’ prayer)

 Checking of And now, Secretary please report the class (The class secretary will report the
Attendance attendance for today. number of attendees in the class.)

 Checking of Thank you, ____. Now class, do we have None, Sir.


Assignments an assignment?

If none, let us now proceed to our


discussion for today.
A. Review of previous Class, just for a recap can you mention the (The class will say it out loud)
lessons 4Ps of Marketing? Product, Price, Place and Promotion

We’re done discussing Product, Price and


last time we discussed about Place. Again,
what is the the other term for Place?

Yes, ____ ___: The other term for Place is


distribution.
Very good, ___. Again, distribution is
determining the place. So what is
distribution channel?

Yes, ____ ___: A set of interdependent


organizations that help make a product
or service available for use or
consumption by the consumer or
business user.

Very well said, ____. So what are the three


basic distribution strategies? ___: The three basic distribution
strategies are; Exclusive distribution,
Yes, ____ Intensive distribution and selective
distribution.

None, Sir.
Impressive, ____. Is there any question or
clarification regarding our lesson last
time?

I am so glad that the class recalled our


lesson about Place or Distribution. If you
don’t have any questions, let us proceed
to our next topic.
B. Establishing purpose for Class do you have your smartphones with Yes, Sir.
the lesson you?

Do you have data connection that can surf Yes, Sir.


the internet or use online apps?

(The teacher will choose 5 students with


fast data connection that will be the
leaders of the groups.)

Okay class, group yourselves into 5 five (The students are now in their
groups and form a circle. respective group)

So here is our game. We will call it, (The group will only use one
Kahoot; It is an online quiz game. Search in smartphone with fast and reliable
google, Kahoot.com. internet connection to log in on the
game)

I will show to the screen the pin that you’ll (The students will enter the pin)
enter so that you can join the game.

And now, think for your group’s name and


enter it to the game.
The online quiz game is entitled; Guess the
the Brand. I will show different TV
Commercials and/or Radio Jingles and the
group will try to guess it. You have 10
seconds to answer.
(Students answer questions on their
Press “Start now” to let the fun begin! own devices by selecting one of the four
answer buttons)

(After the game)


(The students will give the group a
Congratulations to all our winners. round of applause)
Especially to _____ group who won the
first place.

Since we will now discuss about the last P


in the 4Ps of marketing, our topic for
today is something related to our game
earlier.
___: I think our topic for today is
Do you have any idea about our topic for something related to advertising and
today? Yes, ___. other promotional strategy.

Excellent, ___.
The learners define and identify relevant
So our topic for today is about promotional tools, namely; advertising,
Promotional Mix Strategy. With that, let us sales promotion, personal selling, public
all read the objective of our lesson. relations, and direct marketing to create
awareness and persuade the target
market to buy the product or patronize
the service.
C. Presenting examples / The company’s total marketing
instances of new lesson communication mix is called its
promotional mix.

MARKETING
COMMUNICATION MIX

PROMOTIONAL MIX

The marketing communication mix is


composed of five major promotional tool.

Class can you read the different Advertising


promotional strategy. Personal Selling
Public Relations
Direct Marketing
Sales Promotion

And for today’s lesson, we’re going to


tackle about Advertising.

Do you know any kinds of advertising?

Yes, ____.
TV Commercial
Excellent, _____. How about the others?
Yes, ____. Radio Ad and Posters in the magazines.

Well said, ____. And you, ____?


Billboards in Manila.
Very good, ____.

And now class…


(The teacher will put a coke bottle in his
table)

Class do you still remember this? Yes, sir!

Do you purchase this before? Yes, sir!

Yes, ____. Can you share your experience (The student will share his experience
in buying this coke bottle in the class? about purchasing this coke bottle)
Why did you choose to buy this coke with
a name than the regular bottled coke?

Very good, ____!

Class this is the campaign of Coca Cola


worldwide and they called it #ShareACoke.

In order to make you understand more


about this campaign, I’ll show you a video
clip.

That is the TV Ad of Coca Cola for their


#ShareACoke campaign last 2014.

(The teacher will show a picture to the


class)

And class, this was located in one of the


bus stops in BGC, Taguig and this one of
the examples of outdoor advertisement.

Can you name the 2 kinds of


advertisement that Coke Philippines used
for their #ShareACokeCampaign?

Yes, ___.
These are TV Commercial and an
Outdoor advertisement in one of the
bus stops in BGC, Taguig.
Very well said, ____.

So, I have a question for you. Why does


coke only used TV commercial and
outdoor ad in order to promote their
product? Why they didn’t use radio ad?

And we are going to answer these


questions while we’re tackling our topic
about Advertising

D. Discussing new concepts First, let us define Advertising. Can you


and practicing new skills #1 read it, ___.

ADVERTISING ADVERTISING
Any paid form of non-personal Any paid form of non-personal
presentation and promotion of ideas, presentation and promotion of ideas,
goods, or services by an identified goods, or services by an identified
sponsor sponsor.

(The teacher will discuss the meaning of


advertising further.)

Advertising is been using for centuries. For


example, during the Golden Age in
Greece, town criers announced the sale of
cattles, crafted items, and even cosmetics.

Although advertising is used mostly by


business firms, it is also used by a wide
range of nonprofit organizations,
professionals, and social agencies.

And these are different types of


Advertisements.

Newspaper Ad

Newspaper advertising can


promote your business to a wide
range of customers. Display
advertisements are placed
throughout the paper, while
classified listings are under
subject headings in a specific
section.

Can you give examples of Newspaper?


Yes, ___. Manila Bulletin

Very good! How about you, ____. Philippine Daily Inquirer

Excellent! Here is the other type of


advertisement.

Magazine Ad
Advertising in a specialist
magazine can reach your target
market quickly and easily.
Readers (your potential
customers) tend to read
magazines at their leisure and
keep them for longer, giving your
advertisement multiple chances to
attract attention.

How about examples of magazines here in


the Philippines? Yes, ___.

Very good. How about the others? Yes, Cosmopolitan and Yes! Magazine
___.

Very good. Forbes magazine is the top Forbes magazine


business magazine worldwide.

Next is…

Radio Ad

Advertising on the radio is a great


way to reach your target
audience. If your target market
listens to a particular station, then
regular advertising can attract
new customers.

Can you name well-known radio station in


the Philippines? Yes, ___.

Very good. Wish FM promotes our music Wish 107.5


industry. How about here in our province?
Yes, ____.

Very good! Our next kind of advertisement We have, Bambi FM and Heart HM.
is…
TV Ad

Television has an extensive reach


and advertising this way is ideal if
you cater to a large market in a
large area. Television
advertisements have the
advantage of sight, sound,
movement and color to persuade
a customer to buy from you.

Can you name the three major TV station


ABS-CBN, GMA, and TV5
in our country? Yes, ___.

Excellent! Next is Outdoor and Transit Ad


that we mentioned earlier.

There are many ways to


advertise outside and on-the-go.
Outdoor billboards can be signs
by the road or hoardings at sport
stadiums. Transit advertising can
be posters on buses, taxis and
bicycles. Large billboards can get
your message across with a big
impact.

And we also have Ads in directories,


emails, catalogues, leaflets and online.

And one of the factors the influence the


choices of consumers is how we advertise
the product. Each promotional tool has its
own unique characteristics.

So let’s now know the advantages and


disadvantages of using advertising as
promotional tool.
Can you guess one of the advantages of
using advertising? Yes, ___.

Very good! Advertising can reach masses


of geographically dispersed buyers at a
low cost per exposure and it enables the
seller to repeat a message anytime.

And here are the advantages of using Advertising can reach masses of
Advertising as promotional tool. Can you audience and consumers.
read it, ___.

- Its public nature suggests that - Its public nature suggests that the
the advertised product is advertised product is standard and
standard and legitimate. legitimate.
- The seller is able to repeat a - The seller is able to repeat a message
message many times and the many times and the buyer is able to
buyer is able to receive and receive and compare messages.
compare messages. - Large scale advertising by a seller says
- Large scale advertising by a something positive about the seller.
seller says something positive -Advertising is vert expressive
about the seller.
-Advertising is vert expressive

Can you name one of the disadvantages of Advertising is very expensive.


using Advertising as promotional tool?
Yes, ___.

Excellent! Here are the disadvantages of


Advertising.

- It is impersonal
- It is not as persuasive as a
salesperson.
- It is a one-way communication.
- It can be very costly; large
budget is usually required.

Since we already know the what is


Advertising all about. It now our time to
create an advertisement. But before we
create our own advertisement, can you
guess the first step in creating an
advertising campaign?

Yes, ___. We need to know our objectives.

Very good, ____. Let’s give him/her an


applause.

Class, just like other plans, in creating an


advertising campaign we need to set an
advertising objective.
What is an Advertising objective? Can you
read it, ___.

ADVERTISING OBJECTIVE
It is a specific communication task
to be accomplished with a specific
target audience during a specific
period of time.

In other words, it answers the question;

WHAT IS THE PURPOSE OF YOUR


ADVERTISEMENT?

Advertising objectives can be classified by


the 4 primary purpose. First is…

Informative advertising

Can you read it, ___.

INFORMATIVE ADVERTISING INFORMATIVE ADVERTISING


Advertising used to inform Advertising used to inform consumers
consumers about a new product or about a new product or feature and to
feature and to build primary build primary demand.
demand.
Thank you, ___. To make it clearer to you,
I’ll show an example of an informative
advertising.

Any insights about the commercial? Why Because McDonald’s inform the
does the commercial considered as an audience about their saucier, cheesier
informative advertising? Yes, ____. and more sweet spaghetti.

(The teacher will add insights about the


commercial)

We all know that Filipinos, especially kids


love spaghetti. And our spaghetti is unique
than other spaghetting in Italy and
america because our spaghetti is sweet.
And mcdonald’s observed that the Filipino
kids didn’t like the taste of their spaghetti
because they use tomato ketchup and it’s
sour. That’s why thety improved it and
inform the consumers about their
improved spahetti through this TV ad.

Next primary purpose is Persuasive


Advertising. Can you read it, ___.

PERSUASIVE ADVERTISING PERSUASIVE ADVERTISING


Advertising used to build selective Advertising used to build selective
demand for a brand by persuading demand for a brand by persuading
consumers that it offers the best consumers that it offers the best quality
quality for their money for their money
Here is the example of a persuasive
advertising.

Can you name the people shown in the Thirdy Ravena, Ricci Rivero, Lionel
commercial? Messi, and Alyssa Valdez

In order to persuade their consumers,


Gatorade used well know athletes to make
sure that their product is quality because
athletes use their product.

Next primary purpose is Comparative


advertisng. Can you read it, ____.

COMPARATIVE ADVERTISING COMPARATIVE ADVERTISING


Advertising that compares one Advertising that compares one brand
brand directly or indirectly to one directly or indirectly to one or more
or more other brands. other brands.

Thank you. And here is an example of a


comparative advertising

In the Philippines, indirect compartive


advertising is been using for years. And
look at this commercial in the US.

Next primary purpose is Reminder


advertisng. Can you read it, ____.

REMINDER ADVERTISING
Advertising used to keep
consumers thinking about a
product.

Here is an example of a reminder


advertising.
Repetitive commercial is a technique
make your consumers think about your
product more.

An now it is our time to develop our own


advertising strategy. If you consider to use
advertising as one of your promotional
tool, you need to consider different
factors.

Advertising strategy consists of two major


elements.

ADVERTISNG MESSAGE
ADVERTISING MEDIA

Here are the things we need to consider in


developing advertising strategy.

A. MESSAGE
IMAGINATION + FACTS + PURPOSE
= BIG IDEA

B. MEDIA VEHICLE
The planner must choose the
best media vehicles (magazine,
newspaper, tv, radio etc.)

This choice is based on which


media vehicle gives the best…
-reach
-frequency
-impact for the money

C. MEDIA TIMING
The advertiser must decide how
to schedule the advertising over
the course of a year. They also
have to examine the pattern of
the ads.
-Continuity: scheduling ads every
within a year period
-Pulsing: scheduling ads
unevenly or in bursts over
certain period of time.

(The teacher will explain this further)


E. Discussing new concepts Since we alreadt discuss the nature of
and practicing new skills #2 advertising, I will group you into four
groups. Then I will give each group 8
statements and you will distinguish if the
statement is advantage or disadvantage of
using advertising as promotional tool. The
group who will post their work on the
board first will have an award. Yes, sir!
Understand?

The Statements: (The students will arrange the


statements accordingly)
Advertising product can make the
credibility of the brand/product ADVANTAGES
higher.
Advertising product can make the
credibility of the brand/product
Advertising is impersonal higher.

The seller can repeat the message The seller can repeat the message
anytime anytime

Advertising is not persuasive as Advertising can reach masses of


personal selling consumers

Advertising can reach masses of


consumers Advertising is very expressive

Advertising is a one-way DISADVANTAGES:


communication
Advertising is impersonal

Advertising is very expressive


Advertising is not persuasive as
personal selling

Advertising can be very costly and


needed a large amount of budget Advertising is a one-way
communication

Advertising can be very costly and


needed a large amount of budget

(The teacher will evaluate the answers of


the students)

Congratulations to Group ___ for being


the first group who posted their work
correctly. Let’s give them a round of
applause.
F. Developing Mastery And now, be with your group again. Each
(Leads to Formative group will receive and Print Advertisement
Assessments #3) sample and on back of it, you’ll see what
kind of advertising purpose is that. Your
task is to distinguish that elements that
makes it as an informative / persuasive /
comparative / reminder advertising.
Discuss it in the group and present your
ideas in the front later.

Group 1: Informative Advertising