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Spot the Persuasion Technique - Marketing and Advertising Example

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Spot the Persuasion Technique - Marketing and Advertising Example
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Jordan shows a TagBack ad on an easel to Maya and Coach Ellis in a school hallway, beside a box of hoodies with orange name labels - Marketing and Advertising lesson plans

Marketing and Advertising

Teacher Guide by Aaron Sherman

Students map the 4 Ps, build a buyer persona and brand, storyboard a commercial, plan a campaign, and pitch it like an ad agency.


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Marketing and Advertising



The 4 Ps of Marketing
Jordan stands in a school hallway beside a TagBack poster on an easel and a TV showing the morning announcements, the Promotion part of a 4 Ps of marketing spider map
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Buyer Persona Poster
Coach Ellis frowns on a soccer field surrounded by lost hoodies and water bottles, saying she spends her Saturdays as a lost-and-found, in a buyer persona poster
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Brand Identity Poster
The TagBack logo, an orange name tag beside a navy arrow curving back toward it, from a student brand identity poster
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Storyboard a Commercial
A worried student digs through a box of hoodies in front of school lockers and asks Is that mine, the problem shot of a 30-second commercial storyboard
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Spot the Persuasion Technique
Jordan holds a price tag under a big orange sign for a back-to-school deal this week only, an example of the scarcity technique in a persuasion T-chart
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Same Product, Three Channels
An orange TagBack banner with a QR code hangs outside a school beside the car pick-up line, the billboard version of one ad in a compare-and-contrast storyboard about advertising channels
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Social Media Ad Campaign
A hand holds a phone showing a TagBack post with a photo of an overflowing lost-and-found bin, the first post of a three-post social media ad campaign storyboard
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Ad Ethics Dilemma
A parenting blogger holding her phone meets Jordan, who holds a TagBack label, in a cafe and asks for free packs without adding #ad, the start of an advertising ethics dilemma storyboard
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Ad Agency Pitch
An art director in a conference room shows Jordan gray hoodies with bright orange TagBack labels, one role in an ad agency pitch storyboard
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Marketing Plan Worksheet
Maya, a parent, and Coach Ellis stand side by side under labels for TagBack's two customer groups, the target market section of a marketing plan worksheet
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Storyboard Description

A T-chart analyzing four TagBack ads for bandwagon, testimonial, scarcity and emotional appeal, and whether each is fair.

Storyboard Text

  • Slide: 1
  • Ad 1
  • Join the 300 families at Lincoln Middle School who already use TagBack.
  • "Join the 300 families at Lincoln Middle School who already use TagBack."
  • Slide: 2
  • Bandwagon
  • Fair? Yes, if the number is true.
  • Everyone has it but us?
  • Bandwagon: makes parents feel they are missing out. Fair if the number is true.
  • Slide: 3
  • Ad 2
  • My team hasn't lost a water bottle since October.
  • TagBack
  • Coach Ellis: "My team hasn't lost a water bottle since October."
  • Slide: 4
  • Testimonial
  • Fair? Yes, if she really uses it and isn't paid to say it.
  • If Coach Ellis uses it, I trust it.
  • Testimonial: a coach parents already trust vouches for it. Fair if she really uses it and isn't paid to say it.
  • Slide: 5
  • Ad 3
  • Back-to-school deal:$8 a pack,this week only!
  • TagBack
  • "Back-to-school deal: $8 a pack, this week only!"
  • Slide: 6
  • Scarcity
  • Fair? Only if the deal really ends.
  • This week only? I'd better buy now!
  • Scarcity: pushes parents to decide now instead of thinking it over. Fair only if the deal really ends.
  • Slide: 7
  • Ad 4
  • TagBack
  • 
  • A child looks sad about a lost hoodie his grandmother knitted, then gets it back.
  • Slide: 8
  • Emotional Appeal
  • Fair? Yes, if the product can really do what the ad shows.
  • Aww. What a relief!
  • Emotional appeal: sells a feeling (relief) rather than a feature. Fair, as long as the product can really do what the ad shows.