Lesson Notes By Weeks and Term - Senior Secondary School 1

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Term: 3rd Term

Week: 4

Class: Senior Secondary School 1

Age: 15 years

Duration: 40 minutes of 2 periods each


Subject:      Marketing

Topic:-       Advertising II

SPECIFIC OBJECTIVES: At the end of the lesson, pupils should be able to

  1. Describe the features of advertising

INSTRUCTIONAL TECHNIQUES: Identification, explanation, questions and answers, demonstration, videos from source

INSTRUCTIONAL MATERIALS: Videos, loud speaker, textbook, pictures,








The teacher reviews the previous lesson on advertising

Students pay attention



She lists the features of advertising

Students pay attention and participates



She explains the features of advertising

Students pay attention and participate



The teacher writes a summarized note on the board

The students copy the note in their books




Features of Advertising

The primary features or characteristics of advertising can be mentioned as below,

  1. Mass Communication. Advertising is a mass communication medium because it tries to communicate to a large target audience at a time. For example, you can see an advertisement on google, Facebook, or any big social platform where through a single advertisement a large number of customers are targeted at a time.


  1. Informative In Action. It seeks to disseminate adequate information to the target market or readers, listeners, and any viewers about the several aspects of the business and its products and services features and other related matters. Hence, advertising is informative in action.


  1. Persuasive Act. Advertising contains a persuasive message. It aims at persuading people to buy or use the business firm’s product or service. It tries to direct the attitude and actions of the target market towards the company’s offers.

The question may arise, how the persuasive act of the advertising change the attitude of the customers can and brings them to the company’s prodcut. The persuasive act calls for the logical process, which is called AIDA, which means

  • A = Drawing Awareness/Attention
  • I = Creating Interest in the consumer’s mind.
  • D = Arousing Desire for the intended product or service.
  • A = Converting Desire into Action i.e. buying the product or service for the fulfillment of the desire.


  1. Competitive Act. Today’s business world is the world of business competition. Competition is the very keen in the market in terms of price, quality, service, performance, etc. Every business firm or marketer wants to win that competition, so today advertising is mostly used as a competitive weapon.


  1. Paid Form of Communication. Advertising is a paid form of communication, it can not be done free of cost, it involves certain costs. In the process of advertisement, the advertising sponsor has to make certain payments to the advertising agency or media owner for publishing an advertisement copy in the desired form.


  1. Identified Sponsor. A sponsor can be a person or organization who contributes some money while sponsoring some event or something. Either the producer himself or dealer on behalf of the producer sponsors each advertising. The identity of the sponsor is known through his name, logo, or brand. The advertiser does not want to hide his name because it is a matter of public relations.


  1. Non-Personal Communication. Advertising is a non-personal communication. In the advertisement, the advertiser does not make face-to-face contact with the target market to communicate the company’s message. He uses convenient and viable media or sources to communicate his message.


EVALUATION:    1. List and explain the features of advertising

CLASSWORK: As in evaluation

CONCLUSION: The teacher commends the students positively