Common Planner
K–12 Standards

Advertising and Public Relations (2009)

Other Arizona CTE sets

Examine the Foundational Knowledge of Marketing Communication

  • 1.1

    Identify and analyze the components of marketing communication

  • 1.2

    Identify and analyze factors that impact global marketing communication

  • 1.3

    Differentiate between advertising and public relations

Research Advertising and Public Relations in the 21st Century

  • 2.1

    Compare and contrast historical and current advertising mediums

  • 2.2

    Identify and analyze events in history that have impacted today's advertising campaigns

  • 2.3

    Compare and contrast historical and current public relations campaign mediums

  • 2.4

    Identify and analyze events in history that have impacted today's public relations campaigns

Create a Sales Promotion Campaign

  • 3.1

    Differentiate between the major types of sales promotions (i.e., point of purchase, sales, rebates, premiums, and contests)

  • 3.2

    Research the advantages and disadvantages of the major types of sales promotions

  • 3.3

    Distinguish a target audience for a sales promotion campaign

  • 3.4

    Evaluate appropriate strategies to reach the target audience of a sales promotion campaign

  • 3.5

    Design a frequency marketing program

  • 3.6

    Analyze the use of specialty promotions

  • 3.7

    Examine, identify and demonstrate the elements of a sales promotion campaign

  • 3.8

    Formulate, predict and control promotional expenditures

  • 3.9

    Examine the effectiveness of promotional efforts

Assess the Buying Motives and Behaviors of Customers

  • 4.1

    Delineate Maslow's Hierarchy of needs

  • 4.2

    Identify and critique motivations for buying behavior

  • 4.3

    Evaluate the purpose of consumer surveys and polls

  • 4.4

    Examine the AIDCA (Action, Interest, Desire, Conviction, and Action) formula and explain its use in advertising

Create an Advertising Campaign to Communicate a Message

  • 5.1

    Implement, interpret, and perform various types of advertising mediums (i.e., print, broadcast, guerrilla, outdoor, interactive, and direct marketing)

  • 5.2

    Identify and justify the target audience for an advertising campaign

  • 5.3

    Determine the appropriate strategy to communicate with the target audience

  • 5.4

    Design and apply the elements of an advertisement

  • 5.5

    Formulate, predict and control advertising expenditures

  • 5.6

    Examine the effectiveness of advertising efforts

  • 5.7

    Appraise, evaluate and select appropriate media buys

Create a Public Relations Campaign to Communicate a Message

  • 6.1

    Implement, interpret, and perform various types of public relations mediums

  • 6.2

    Identify and justify the target audience for a public relations campaign

  • 6.3

    Employ the appropriate strategy to communicate a message to a target audience

  • 6.4

    Compose and apply the elements of a news release

  • 6.5

    Formulate, predict and control messaging expenditures

  • 6.6

    Examine the effectiveness of messaging efforts

  • 6.7

    Appraise, evaluate, and produce social networking opportunities

Describe the Legal and Ethical Considerations Affecting Marketing Communications

  • 7.1

    Identify laws governing advertising

  • 7.2

    Identify laws governing public relations

  • 7.3

    Recognize ethical considerations of marketing

Conduct Publicity and Public Relations to Create Goodwill

  • 8.1

    Differentiate between publicity and public relations

  • 8.2

    Analyze costs/benefits of participation in community events

Manage Marketing Information to Make Business Decisions

  • 9.1

    Recognize privacy issues in managing marketing information

  • 9.2

    Identify data available through tracking methods (i.e., warranty cards, customer sales records, and on-line loyalty cards)

  • 9.3

    Employ marketing research tools and techniques to collect primary and secondary data

  • 9.4

    Compose and maintain a customer database

  • 9.5

    Recognize the value of data mining in marketing communication and promotion

  • 9.6

    Construct results of data mining to make marketing decisions

  • 9.7

    Design and develop customer/client profile

  • 9.8

    Assess service/trade areas

  • 9.9

    Describe customer service issues in e-commerce

Conduct Interactive Strategies to Enhance Marketing Communications

  • 10.1

    Appraise the various types of interactive marketing activities (e.g., e-commerce, SEO, pay-per-click)

  • 10.2

    Design, maintain and update website

  • 10.3

    Optimize a business's website placement with major search engines and directories

  • 10.4

    Use the internet to build brand equity

  • 10.5

    Critique e-customer experiences

Evaluate a Business's Social Responsibilities

  • 11.1

    Recognize types of social responsibility

  • 11.2

    Examine the importance of exhibiting social responsibility

  • 11.3

    Characterize ways for businesses to demonstrate social responsibility

Identify the Fundamentals of Branding

  • 12.1

    Define branding

  • 12.2

    Define the term "value proposition"

  • 12.3

    Describe the ways in which a company's brand can set it apart from competitors

  • 12.4

    Differentiate between branding and promotional messages

  • 12.5

    Assess how brands impact public perception (e.g., Starbucks, iPhone, and Mac)

Frequently asked questions

What grade levels do these standards cover?
VOCATIONALTRAINING
When were these standards adopted?
2009
Where can I read the official document?
CTE

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