Product promotion strategies
2 lessons
Syllabus Outcomes:
5.1 analyses the rights and responsibilities of individuals in a range of consumer, financial, business, legal and employment contexts
5.4 analyses key factors affecting commercial and legal decisions
Students learn about:
- product promotion strategies
Students Learn to:
– identify a range of strategies used to promote products
– discuss the role of gender in product promotion
Indicators of learning – By the end of this lesson students will be able to...
- Name, describe and give an example of a number of different product promotion strategies
- Identify instances of gender stereotyping and promotion using sex as a selling point in a number of advertisements and discuss the issues associated with this
- Discuss a marketing case study
- Student participation during class discussion
- Student’s completed work
- Student responses to case study
Lesson Plan
10 mins – Introduction and discussion on promotion strategies
20 mins – PowerPoint presentation
15 mins – Worksheet/Text review and activities
10 mins – Video
15 mins – Gender discussion
20 mins – Case study
Text Page
Pg 154 - 157
Glossary of Terms:
Define the following in your glossary of terms in the back of your workbook:
- Promotion
- Advertising media
- Below-the-line promotions
This lesson we will examine two different elements involving product promotion strategies. The first is the use of a promotion mix to by businesses which encourage consumers to purchase their products. The second is the use of gender devices in product promotion.
Teacher Guided PowerPoint Presentation:

Text Review:
Read pages 154 – 157 of the text and complete ‘Activities’ 5, 6, 7 and 9.
The Gruen Transfer – Does Sex Sell?
Watch the following clip from the Gruen Transfer and discuss the questions below.

  1. Does current advertising reflect changing gender roles? Give examples of advertisements that aid your argument.
  2. Does advertising create unrealistic expectations that consumers can never obtain?
  3. Can advertising companies be criticised for over emphasising sex to sell products?
Lesson Case Study – Nike:
Open the PDF below, read it and answer the following questions.

  1. What do you understand by the term ‘online communities’?
  2. Explain how Nike has used the strategy.
  3. How can the audience created by Nike assist it to market products?
  4. Why is the campaign Joga Bonito described as ‘multi-layered”? What are the advantages of such a campaign?
  5. If you have seen any similar campaigns in Australia, provide those as examples to expand your answer.