Professional Documents
Culture Documents
UNIT 13:: What Are Healthy Alternatives For Snacks Instead of Candy or Chocolate?
UNIT 13:: What Are Healthy Alternatives For Snacks Instead of Candy or Chocolate?
Unit 13
UNIT 13:
290
HEBAT Bacaan BI
Unit 13
Youtube
LEARNING/
TEACHING AIDS Picture
Worksheet
SITUATION Educational
291
HEBAT Bacaan BI
Unit 13
ACTIVITIES STRATEGIES/
APPROACHES
STEP 1
Video 1:
https://www.youtube.com/watch?v=KgDeeMfh3HY
HOTS:
Video 2: Analysing
https://www.youtube.com/watch?v=PZ4pctQMdg4 Evaluating
Healthy
Unhealthy
STEP 2
STEP 3
292
HEBAT Bacaan BI
Unit 13
SCREENSHOT 1
https://www.youtube.com/watch?v=KgDeeMfh3HY
SCREENSHOT 2
https://www.youtube.com/watch?v=PZ4pctQMdg4
293
HEBAT Bacaan BI
Unit 13
PICTURE 1
http://www.health.harvard.edu/media/content/images/healthy-eating-plate-
web1000.jpg
294
HEBAT Bacaan BI
Unit 13
WORKSHEET 1
Complete the table below based on the infographic given.
i. _______________________________________________________
iii. _______________________________________________________
i. _______________________________________________________
WHAT TO INCREASE?
ii. _______________________________________________________
i. _______________________________________________________
ii. _______________________________________________________
WHAT TO LIMIT?
iii. _______________________________________________________
iv. _______________________________________________________
WHICH IS BETTER?
i. OLIVE OIL or BUTTER
ii. REFINED GRAINS or WHOLE GRAINS
CIRCLE THE ANSWER
iii. POULTRY or RED MEAT
295
HEBAT Bacaan BI
Unit 13
WORKSHEET 2
“My Picnic Basket”
You are going for a picnic with your friends. Choose from the list of food below to be
filled in your Picnic Basket. Justify your selection.
296
HEBAT Bacaan BI
Unit 13
LEARNING/
Worksheet
TEACHING AIDS
SITUATION Personal
297
HEBAT Bacaan BI
Unit 13
ACTIVITIES SKILLS/
APPROACHES
STEP 1
STEP 2
STEP 3
298
HEBAT Bacaan BI
Unit 13
TEXT 1
C
hocolate is the ultimate comfort food, a sure-fire
stand-by in times of stress, a reliable source of brain that say “I’m full”, cutting the amount of food you
consolation when life has let us down, and a subsequently consume. Finishing a meal with the
mood-enhancer and romance-inducer in more same small trigger could reduce subsequent
positive circumstances. But is it at all healthy? snacking.
If you scoff lots of it, obviously not. But there are a 7. It's good for mothers and babies
host of medically proven ways in which chocolate — A Finnish study found that chocolate reduced stress
good chocolate, which is to say dark chocolate, with a in expectant mothers, and that the babies of such
cocoa percentage of around seventy per cent or more mothers smiled more often than the offspring of non-
— really is good for us. chocolate-eating parents.
Research is continuing all the time, and experts have 8. It may prevent diabetes
already found that chocolate is good for the heart, It sounds mad, but cocoa has been shown to
circulation and brain, and it has been suggested that it improve insulin sensitivity. So dark chocolate - in
may be beneficial in such major heath challenges as moderation - might delay or prevent the onset of
autism, obesity and diabetes. And in fact, the very diabetes.
latest research suggests that eating chocolate could
help keep your brain function whirring into old age. 9. Chocolate is good for the brain
Here are ten scientifically established health benefits Flavanols are thought to reduce memory loss in older
of good chocolate. people, and the anti-inflamatory qualities of dark
chocolate have been found beneficial in treating
1. It's good for the heart and circulation brain injuries such as concussion.
A recent study found that dark chocolate helps
restore flexibility to arteries while also preventing 10. Chocolate makes you feel better
white blood cells from sticking to the walls of blood Chocolate contains phenylethylamine (PEA), which is
vessels - both common causes of artery clogging. the same chemical that your brain creates when you
2. It reduces risk of stroke feel like you’re falling in love. PEA encourages your
Researchers in Finland have found that chocolate brain to release feel-good endorphins.
consumption lowers the risk of suffering a stroke - by
a staggering 17 per cent average in the group of men Certain kinds of chocolate can be good for the soul:
they tested. this is chocolate for which the raw materials have
been grown with care by farmers who are properly
3. It's mineral rich rewarded for their work; then processed by people
Dark chocolate is packed with beneficial who take time and care in their work, and finished by
minerals such as potassium, zinc and selenium, and chocolatiers who love what they do. It will not be
a 100g bar of dark (70 per cent or more) choc mass-produced, and it may not be cheap. But it will
provides 67 per cent of the RDA of iron. be good for you, heart and soul.
299
HEBAT Bacaan BI
Unit 13
WORKSHEET 1
300
HEBAT Bacaan BI
Unit 13
WORKSHEET 2
TASK: Fill in the table with other common misconceptions about chocolate in about 30 – 45 words.
301
HEBAT Bacaan BI
Unit 13
VALUES Cooperation
Picture
LEARNING/
TEACHING AIDS Website
Worksheet
SITUATION Public
302
HEBAT Bacaan BI
Unit 13
STEP 1 LOTS:
Understanding
a. Students view 3 advertisements on
whiteboard/screen (PICTURE 1-3)
21st Century Learning:
b. In pairs, students list** features they find attractive in List-O- Mania
the advertisements.
HOTS:
c. Discuss the qualities of a good advertisements. Analysing
Evaluating
Creating
STEP 2
STEP 3
303
HEBAT Bacaan BI
Unit 13
PICTURE 1
http://www.foodpromotions.com.my/2009/03/mcdonald-mcvalue-lunch-everyday.html
PICTURE 2
http://adsoftheworld.com/media/print/iveco_elephant
PICTURE 3
http://cowsome.com/ikea-malaysia-cherras-advertisement-song/
304
HEBAT Bacaan BI
Unit 13
TEXT 1
http://adage.com/article/cmo-strategy/mcdonald-s-focus-improving-marketing-digital-
menu/292155/
305
HEBAT Bacaan BI
Unit 13
TEXT 2
S
ubway is one of the most popular chain restaurants for sub sandwiches.
Subway was established by a 17 years old college student and his family
friend Fred DeLuca and Peter Burk. He borrowed $1000 and opened the first
shop in 1965. The first restaurant was located in Bridgeport, Connecticut and called
Pete’s Super Submarines. Their long-term goal was to open 32 stores in 10 years.
But in 1974, Fred and Peter had only 16 submarine sandwich shops established. At
that point, Fred and Peter realized that they wouldn’t reach their target number of
operational restaurants. To reach their goals and expand their brand name, Fred and
Peter pursued the opportunity of franchising; launching the Subway brand.
Switching gears, the rest of the post will focus on how subway is advertising its own
brand:
Subway targets adults between the ages 18 and 49. This is a wide target. Subway
believes this market to be more health conscious and live a healthy lifestyle. Subway
advertises most on national TV during prime time sports and late night shows on
popular broadcast and cable networks. They also advertise via local markets on TV,
radio and print. Subway uses social media to inform consumers about upcoming
offers or competitions. Subway currently has 25.5 million people like Subway on
Facebook whereas Quizno’s only has 1.1 million. On their Facebook page, they had
announced the winner of the competition and the prize was giving 1000 subs to a
local food bank. That is a great way of get consumers involved and support a local
community.
Have you heard about Jared “the Subway guy”? He is the inspirational spokesman of
Subway, who had lost 245 lbs. He achieved this life changing experience through
exercise and consuming subway sandwiches for a year. Men’s Health Magazine
wrote his story and had reached national headlines. The story gave Subway the
reputation serving healthy food. His diet was eating a 6-inch Subway turkey sub for
lunch and a foot-long Veggie Delite sub for dinner. After the story, Jarred started
working for Subway as a spokesperson. He has traveled around the US and
Canada; telling his story. He has also been a part of interviews for television, radio,
newspapers and magazines.
http://fastfoodcrave.blogspot.my/2013/04/the-startup-and-advertising-strategy.html
306
HEBAT Bacaan BI
Unit 13
TEXT 3
Long live the King. We mean the one with the funny crown.
O
n the night of the Floyd Mayweather-Manny Pacquiao fight in Las Vegas in May,
most Burger King franchisees were unaware their brand had found a way to advertise
during the commercial-free event, which drew a record 4.4 million pay-per-view
sales, almost double the previous high, and was viewed by millions more worldwide. So
when the King, the chain’s robed mascot, emerged into the MGM Grand’s arena just off
Mayweather’s left shoulder, Shoukat Dhanani’s phone started to light up. His company,
Houston Foods, owns about 460 Burger King restaurants, and he represents his fellow
franchisees on the company’s marketing council. “Everyone wanted to know what was up
with the King,” he says. Besides the millions of viewers globally, within hours the King’s
appearance in Mayweather’s entourage alongside Justin Bieber was all over Twitter and
Facebook, generating big-time buzz for the restaurant chain.
Media types speculated that Burger King paid Mayweather $1 million to pull off the stunt, a
fraction of the tab for a 30-second Super Bowl ad. “They’re spending that money very
307
HEBAT Bacaan BI
Unit 13
wisely,” Dhanani says. “What we used to spend and what we used to get, and what we spend
now and what we get, it’s a big difference.”
Burger King, which counts Bill Ackman and Warren Buffett as two of the largest
shareholders in its parent company, Restaurant Brands International, has developed a knack
for viral advertising. Under the management of its famously stingy controlling shareholder,
3G Capital, since 2010, the chain has managed to muscle into the daily conversations on
social media that increasingly define pop culture. Franchisees say the buzz has translated into
higher restaurant sales. And the company is doing it for far less than what McDonald’s
spends on advertising.
I rely more heavily on data to make sure its marketing was cost-effective and reaching the
right customers, and was “shifting channels toward more digital and social media.” David
Palmer, an analyst at RBC Capital Markets, recently said Burger King’s marketing had “been
among the most effective in U.S. fast food” in the past few years. Besides ad agencies David,
RockOrange, and Pitch, Burger King uses marketing shop Code & Theory for social media
and Scout, a sports-focused subsidiary of Horizon Media, for planning the King’s high-
profile boxing and racing gigs.
Relying on cheaper social marketing fits nicely with 3G’s management approach. In the fast-
food industry, it’s common for franchisees and company-owned restaurants to pay about
4 percent of gross sales each month into an advertising fund that’s administered at the
corporate office. That means that in the U.S., McDonald’s had about $1.42 billion in its
marketing pot in 2014, funded mostly by franchisees. McDonald’s corporate owns about
19 percent of its restaurants worldwide, and the company reported spending $808 million on
marketing last year. But after 3G Capital took over Burger King, it started selling off
hundreds of company-owned restaurants to reduce costs. Five years later, the parent owns
only 52 restaurants, all in the Miami area. So it pays next to nothing for advertising out of the
corporate coffers. Last year, Burger King collected an estimated $345 million in U.S.
advertising money, less than a quarter of the haul at McDonald’s.
The huge ad budget differential is one reason Burger King is likely to continue rolling out
marketing stunts such as its open letter to McDonald’s in August, asking its longtime rival to
help it create a hybrid burger from the two chains’ ruling sandwiches; its sale would benefit
charity. For the price of two full-page newspaper ads, Burger King and its hypothetical
“McWhopper” lit up the Twitterverse and quickly generated chatter around its brand across
social media. “It was perfect guerrilla marketing,” says Landor Associates’ Adamson. “There
was nothing McDonald’s could have done. They were instantly checkmated.”
The bottom line: Burger King’s mascot stunt at the Belmont Stakes cost only $200,000 but
sparked a social media frenzy worth more.
http://www.bloomberg.com/news/articles/2015-10-01/burger-king-s-social-media-
marketing-is-a-cost-effective-champ
308
HEBAT Bacaan BI
Unit 13
WORKSHEET 1
TASK: Jot down your opinions in the table below on the advertising strategies used
by each company. Provide justifications to your opinions.
ADVERTISING STRATEGIES
ACID
Agree
Confusing
Interesting
Disagree
309
HEBAT Bacaan BI
Unit 13
ASSESSMENT PROJECT
Big companies and famous brands from all over the world have their own way to
promote and sell their products and services. Imagine that you are advertising
executives hired by a company to create a campaign for their new product. You have
to prepare a proposal of your ideas on how best to market this new product.
ACTIVITIES STRATEGIES/
APPROACHES
STEP 1
a. Recall the advertising strategies by Burger King and
other brands mentioned in the reading texts.
STEP 2
a. Students can refer to a framework or guideline.
e.g. Advertisement 101 (PICTURE 1).
STEP 3 HOTS:
Analysing and
a. Students present their final product using Evaluating
multimedia tools.
b. They will be judged on creativity, content and 21st Century
teamwork. Learning:
c. Class votes for the best overall presentation. Parking Lot
d. Students must write their thoughts about the project ICT
in a Parking Lot** activity.
310
HEBAT Bacaan BI
Unit 13
PICTURE
311
HEBAT Bacaan BI
Unit 13
312