Slide 1

Lesson Structure

Starter: Why is it important to market a new product? (10 Mins)

Worksheet on advertising media analysis – using Marketing methods slide for guidance (15 Mins)

Lesson objectives, focus of lesson and decisions (5 Mins)

Draw and fill in table (10 Mins)

Explanation on database (5 Mins)

Questions (5 Mins)

Plenary – Discuss answers to questions and progress made in lesson (10 Mins)

Slide 2

Marketing

Why is it important to market a new product?

Write down as many different marketing methods as you can think of, for example, advertisements on television.

Slide 3

Marketing methods

Leaflets or posters

Direct mail

Telephone selling

Newspaper and/or magazine

Promotional gifts

Badges and logos

Moving images in video or animations

Speech on radio / TV / video

Jingles on radio / TV / video

Internet web site

Slide 4

Today you will:

Learn how to integrate the information from the data file and a word processed document to create ‘direct mail’

Explore the impact of electronic databases on commercial practice

Begin to understand the potential for misuse of personal data

Slide 5

FOCUS

Marketing aspect of the project, in order to sell the products in the club shop.

Even if they can charge a competitive price for the products in the club shop, there will be no point if they cannot find customers to buy them

Slide 6

Decisions

The club has decided to set up a telephone ordering service. Customers will be able to order products over the telephone. Customers will pay for their products by using a credit card. Products will then be posted to the customer’s home address.

Slide 7

Draw this table

Targeted at Individuals Targeted at Groups

Slide 8

Database of Customer Orders

Slide 9

Database

Data can be used to send letters/advertise the club shop

Many firms ask for customers’ names and addresses when they buy goods so that the company can build up its own database for sending out its own promotional material

Slide 10

Think!!!

How many letters and promotional materials do you receive at home?

How many of these have a name and address on them?

Do you think someone types out all these letters individually with your name and address on?

Slide 11

Solutions

Printing labels from the database;

This would allow the company to send out the same letter or leaflet to everyone; most database software can make this fairly straightforward to do.

• using the database to personalise a letter to each previous customer by means of the mail merge facility.

Slide 12

•Do you think anyone should be able to keep a data file about you and your family? Why?

•Do you think that your school would keep the same details as the hospital or the membership file at a fan club you belong to? Why?

Questions

Slide 13

Homework

Jot down 5 places where you think data about you might be held on a computer

List the kinds of information that might be held and suggest why this information would be useful to the people holding the data

For example: school register, doctor, etc