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SKM 4208




mdnabil@upm.edu.my
muhd.nabil@gmail.com
03-8947 1656
CREATIVE DESIGN ELEMENTS
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Today
Integrating the Elements
Developing the Marketing Campaign
Emotional Marketing
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Integrating the Elements
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Campaign Development
A campaign plan should start as early as the project
begins
The campaign plan is then executed in parallel with the
product development.
Butthis is easily executed if you have
a separate marketing team available
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Campaign Development
For a small company or team, MOST OF THE TIME

The DEVELOPER = THE PROMOTER
So, planning and execution must be
thought of real well
These are a few guidelines to follow:
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Campaign Development
When gathering your team, think about including people
who are most aware of your groups:
advertising/promotional needs
budgetary situation
image or "brand"
history in past promotional efforts.
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Campaign Development
The plan, or the creative brief is like a set of plans for a building
project, PLAN it well
Creativity is subjective, BE CLEAR about what you want from your
campaign or risk having a muddled advertising effort that does nothing
for your group.
Writing a brief forces you CLARIFY exactly what it is you want from
your campaign and saves frustrations and delays further down the line.
The following are what needed
considering in the CREATIVE BRIEF:-
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a. What is the promotion about
Campaign Development
What is the actual subject or focus of your advertising?
To publicise an upcoming event - Fundraiser, function or
campaign
To promote an appeal or fundraiser
To promote your product
Can you determine a THEME / MESSAGE to base the
campaign around?

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Campaign Development
Linked to the first question, this looks at the action you want
people to take
to donate to your appeal
to attend a function
to join your group or support its causes.

b. WHY are you promoting it
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Campaign Development
Who is your target audience
a certain age group
Demographic
geographic area
existing members, non-members, etc.

c. Who are you advertising to?
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Campaign Development
Has this been advertised in the past
if so can you draw on that experience?
For example, if your last campaign didn't draw in as much support as you
wanted, a review may have decided to advertise it in a different way
Be aware of any relevant background to aid your group in
moving forward.

d. Background
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Campaign Development
Knowing the purpose of your campaign and the
target audience you are aiming at with your
advertising, will shape the media you use.
Depending on your target audience some of the
options can be TV, newspapers, radio, direct
mail, hand-outs, newsletters or a stall at an
upcoming event.
A combination of media can be used if a wide-
ranging, integrated advertising campaign is
called for and is within budget constraints.

e. Form/s of advertising or media
to be used.
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Campaign Development
include information and messages you want to integrate as
part of your advertising campaign.
Also decide on other details you need to include - contact
details, RSVPs for functions, venue, date etc.

f. Information to include
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Campaign Development
Be aware of any information,
statements or items to avoid in
your campaign.
Do not include information that
is incorrect of may mislead
those you are advertising to.
g. Information to avoid
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Campaign Development
How is your group going to "sell"
its message through the
campaign?
Warm and friendly?
Funny?
Formal?
More authoritative?
The tone of voice you choose will
influence the delivery of your
campaign.
h. Tone of voice.
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Campaign Development
Your group needs to know its financial limitations.
You need to determine a budget for your campaign and do your
best to stick to it.
Your budget may well decide the type of advertising media your
campaign uses.
i. Budget
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Campaign Development
Everyone involved in the campaign needs to be aware of
deadlines or timing targets for the completion of each
component of the campaign
j. Timing/Deadlines
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Campaign Development
Your brief needs to be "actioned".
The group member responsible needs to either take on the task, or
work with a team, to develop the campaign and get it up and
running.
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Emotional Marketing
It is marketing that builds your clients ego.
It makes them feel better about themselves, the brand transcends
mere product status and is magically transformed into a friend.
This gives the brand a heart and soul that builds life-long attachment.
These are brands that share their values and priorities.
The client name drop the brand name to show others theyre cool.
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Emotional Marketing
The goal of emotional marketing is not to inform the customer about
the product, but to elicit an emotional response that leads to
personal identification.
Many times, the only acknowledgement of the product is a cursory
mention in the end tag.
Building Emotional Attachment
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Core Level Persuasion
Emotional Marketing
It plays on emotions that we WANT to
feel, the ads just seem like friendly and
intriguing bits of entertainment that
leave us with a little warm glow.
It waters our deepest hopes and
dreams of being the people we
fantasize about.
These ads foster rebellion, courage,
caring, sophistication, intelligence or
any other powerfully coveted personal
attribute. We adopt these brands as our
own because they build our ego.
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Emotional Marketing
If your product isnt substantially better, try to fully utilize emotional
marketing and build upon the customers deepest beliefs.
Most products are a blank canvas
waiting to be painted with emotion.
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Focus on the customers feeling
Emotional Marketing
Target the feeling of the customers, not how they feel about the
product but how they feel when using the product
People will usually say they want reliable cars, but given the option
they would like to drive fast and sporty cars
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Emotional Marketing
Start with the ego of your customers and
build up from there.
Most people have a powerful need to find
products and people that affirm their
sense of personal identity.
They are just aching to find product brand
friends that remind them of their own
most coveted traits.
If you spend a lot of time listening to
them about every part of their life, they
will tell you exactly where they want to
go.
Listen hard and let the customers
tell you where to go.
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Summary
The core is promoting your product is to understand the
product and also understand your target audience.
Utilize the emotional attachment that you can get from
your audience in order to have their lifelong loyalty to
your brand.