The Business English: Advertising & Marketing elective was developed to empower students by allowing them to apply their classwork to real situations and prepare them for college and beyond. Within the class, students learn the elements of advertising, complete collaborative projects, and work in tandem with a real downtown advertising agency. Specifically, projects focus on skills students will need for future success, including: professional presentation skills, drawing assumptions from data, working collaboratively with a variety of people, and maintaining accountability. Students work towards creating a real marketing campaign to improve the image of Roberto Clemente High School among the city, community, and for future students.

Vocabulary

Traditional Advertising: Refers to historically common forms of advertising, including: television & radio commercials, magazine & newspaper advertisements, and billboards.

Guerilla Advertising: Refers to a highly creative form of advertising where the consumer often doesn't realize the items they are seeing are advertisements. Examples can include: fake street graffiti, The Simpsons themed convenience store to promote their new movie, and product placement in television shows.

Media Vehicles: The type of communication structure used for your advertising. Often includes: television, radio, internet, newspaper, magazines, and billboards.

Consumer: The person who buys something.

Consumer Behavior: Understanding why a person makes a decision to buy a specific product.

Target Audience: The group of people the advertising is aimed at.

SWOT Analysis: The first step in a marketing campaign. Evaluates the Strengths (brand attributes), Weaknesses (competition), Opportunities (creative ideas to succeed), and Threats (barriers that cannot be changed).

Primary Research: Research that you go out and gather yourself. Usually involves surveys, focus groups, observations, or interviews.

Secondary Research: Research that other people have already conducted and/or published.

Methodology: The set of procedures that should be followed to make sure your primary research is performed correctly and shows valid data.

Sample Size: Determining how many people should be surveyed to gain accurate results that are free from error.

Closed-ended Question: Survey question where respondents select an answer from the choices. These questions are easy to tabulate; however, they only offer limited information about consumer motivations.

Open-ended Questions: Survey questions that do not have answer choices, but the respondent is required to write their own thoughts and opinions. These questions offer insight into consumer motivations and behaviors; however, they are difficult to tabulate. Surveys should not have more then 2-3 open-ended questions.

Competitive Research: Recognizing your competition and understanding what they are doing to improve their business. It is important to examine your competition so you can see how they are selling their product to the same people who are buying your product.

Quantitative: Things that can be measured using numbers.

Qualitative: Things that cannot be measured using numbers. Often refers to a person's actions of behaviors.

Demographics: Includes the quantitative numbers used to describe people. Can include: age, gender, ethnicity, and income.

Psychographics: Includes the qualitative, often difficult to define, descriptors of a person. Often includes: hobbies & interests, values, lifestyles, and behavior.

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