Students learn basic marketing concepts and use professional marketing techniques to compose an advertisement for a hybrid vehicle. In the process, they learn the principles of comparative analysis.
Each TeachEngineering lesson or activity is correlated to one or more K-12 science, technology, engineering or math (STEM) educational standards.
All 100,000+ K-12 STEM standards covered in TeachEngineering are collected, maintained and packaged by the Achievement Standard Network (ASN), a project of JES & Co. (www.jesandco.org).
In the ASN, standards are hierarchically structured: first by source; e.g., by state; within source by type; e.g., science or mathematics; within type by subtype, then by grade, etc.
Click on the standard groupings to explore this hierarchy as it applies to this document.
- Colorado: Science
- d. Examine, evaluate, question, and ethically use information from a variety of sources and media to investigate how environmental conditions affect the survival of individual organisms (Grade 6)  ...show
- a. Research and evaluate data and information to learn about the types and availability of various natural resources, and use this knowledge to make evidence-based decisions (Grade 6)  ...show
- International Technology and Engineering Educators Association: Technology
- I. Much of the energy used in our environment is not used efficiently. (Grades 6 - 8)  ...show
- Write an advertisement for a hybrid vehicle.
- Use a full range of strategies to comprehend technical writing, newspapers, magazines, etc.
- Write in the content areas using the technical vocabulary of the subject accurately.
- How your product (a hybrid vehicle) works
- Key features and benefits of your product
- The defining advantage of your product; what makes it stand out from the competition
- Other vehicles that people might want to buy instead of yours
- Up-and-coming technology that might compete with your product or replace it
- Age group, income, gender, etc.
- Interests, buying habits, etc.
|Advertising:||The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast or electronic media.|
|Ad copy:||The printed text or spoken words in an advertisement.|
|Benefit:||Something that improves well-being; an advantage.|
|Campaign:||An operation or series of operations energetically pursued to accomplish a purpose: an advertising campaign for a new product.|
|Competition:||Rivalry between two or more businesses striving for the same customer or market.|
|Concept:||Something formed in the mind; a thought or notion; a scheme; a plan.|
|Consumer:||One that consumes, especially one that acquires goods or services for direct use or ownership rather than for resale or use in production and manufacturing.|
|Endorse:||To give approval of or support to, especially by public statement.|
|Executive:||A person who manages an organization.|
|Feature:||A distinctive quality or characteristic; an item advertised or offered as particularly attractive: a washing machine with many features.|
|Green marketing:||The process of promoting and selling environmentally-friendly goods to consumers.|
|Media:||A means of mass communication, such as newspapers, magazines, radio or television.|
|Persuade:||To cause somebody to adopt a certain position, belief or course of action.|
|Product:||Something produced by human or mechanical effort, or by a natural process.|
|Tag line:||An often-repeated phrase associated with an individual, organization or commercial product; a slogan.|
|Trend:||The general direction in which something tends to move; a general tendency or inclination. Current style: the latest trend in fashion.|
- What is the concept for the advertisement? (Answer: It focuses on environmental benefits.)
- What is the tag line? (Answer: It's an environmental movement all by itself.)
- List three features of the Honda Insight and the implied benefits. (Possible answers: Terrific gas mileage, battery never needs to be plugged in, efficient three-cylinder gas engine, aerodynamic design, lightweight body, ultra low emissions.) Notice that the ad does not state the benefits directly. Sometimes the benefit is so obvious: saving money on gas because of the terrific gas mileage that the car gets, for example; that it would be an insult to the intelligence of the buyer to mention it. When the benefit is not so obvious, it is best to mention it.
- What are some other ways the ad makes an appeal to a prospective buyer? (Answer: It makes an emotional appeal and a rational appeal. The emotional appeal is to the buyer's environmental conscience and the prestige of being among the first to own a vehicle that could 'change the world.' The rational appeal emphasizes years of research and development. The two appeals are combined in the phrase 'technology with a conscience.')
Activity Embedded Assessment
- Having students work in teams of three or four to conduct background research and develop the magazine advertisement allows them to take on roles most suited to their abilities: Research, copy writing, graphic design, etc.
Break the Chain: Gasoline-Electric Hybrid Vehicles. National Resources Defense Council. Accessed September 22, 2004. http://www.nrdc.org/breakthechain/howto1.asp
Dictionary.com. Lexico Publishing Group, LLC. Accessed September 22, 2004. (Source of vocabulary definitions, with some adaptation.)
Escape (hybrid vehicle). Ford Motor Company. www.ford.com. Accessed September 22, 2004.
Fuel prices driving sales of new hybrid autos. Updated September 1, 2003. KATU TV, Portland, OR, Fisher Communications, Inc. Accessed September 22, 2004. Formerly found at: http://www.katu.com/consumernews/story.asp?ID=60362
Ford Escape HEV. Updated March 30, 2001. 2001 Los Angeles Auto Show, Edmonds.com. www.insideline.com. Accessed September 22, 2004.
Hybrid Electric & Fuel Cell Vehicles, Advanced Vehicles & Fuels Research. National Renewable Energy Lab, U.S. Department of Energy. www.nrel.gov. Accessed September 22, 2004.
Evolving Technology. Ford Motor Vehicles. www.ford.com/green/technology. Accessed December 19, 2011.
Hybrid Vehicles. American Honda Motor Company. automobiles.honda.com. Accessed September 22, 2004.
Llanos, Miguel. Hydrogen cars ready to roll — for a price. Updated June 24, 2004. MSNBC.com. Accessed September 22, 2004.
Nice, Karim. How Fuel Cells Work, Efficiency of Fuel Cells. How Stuff Works. science.howstuffworks.com/fuel-cell4.htm. Accessed September 22, 2004.
Nice, Karim. How Hybrid Cars Work. How Stuff Works. howstuffworks.com/hybrid-car.htm. Accessed September 22, 2004.
Prius (hybrid vehicle). Toyota Motor Corporation. www.toyota.com. Accessed September 22, 2004.
Jane Evenson, Mindy Schaefer Zarske, Denise W. Carlson
© 2004 by Regents of the University of Colorado.
Integrated Teaching and Learning Program, College of Engineering, University of Colorado Boulder
Last modified: November 25, 2015