Creative design in communication and marketing

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CREATIVE DESIGN IN
COMMUNICATION AND
MARKETING
Ho Chun Ying Corlis 073601C16
Lim Yi Siong 067535E03
GROUP 7: Neo Meng Yang Gary 068043B03
Teo Shi Yu Kenvin 061932E07
Yeo Jie Ying U0940025K

LIST OF CONTENTS

1. Design Problem
2. Creative Strategy
•Promotional Objective
•Working Message
•Target Audience
•Distinctive Product Feature
•Positioning
3. Creative Approach
•Brainstorm
•Choice of appropriate stratagem, appeal, perception, learning, persuasion
•Selling premises (claims; benefits; promises; unique selling preposition)
4. Forms

DESIGN PROBLEM

•How to publicise and create awareness of an environmentally
friendly recycling company (Ori.©) that manufactures watches that
are made from 100% recycled materials (metal).

PROMOTIONAL OBJECTIVE

•To publicise and create awareness of an environmentally friendly
recycling company (Ori.©) that manufactures watches that are made
from 100% recycled materials (metal).

TARGET AUDIENCE

•Eco friendly young male working executives between 30 to 40 years
old

DISTINCT PRODUCT FEATURE

•Environmentally friendly (only watch so far to be made from 100%
recycled materials)
•Respect – “Status is rising through the ranks, Respect is what you
choose to wear”

POSITIONING

•100% recycled materials - people who choose to purchase and wear
this watch wants to play a part in supporting the eco-friendly
movement

•Commands Respect -purchasing and wearing this watch
unintentionally portrays an image of someone prefers a less
expensive environmentally friendly watch over an expensive famous
watch.

BRAINSTORM

•Category of Keywords – Recycle, Executive, Watch, Green

•Recycle – Metal

•Executive – Suit

•Watch – Hand

•Green - Green

CHOICE OF APPROPRIATE STRATEGEM

•Stratagem: Image

•A strong memorable identity – Metallic Hand

CHOICE OF APPROPRIATE APPEAL

•Appeal: Esteem

•The need for respect

CHOICE OF APPROPRIATE PERCEPTION

•Perception: Arousal

•Different from the norm – Hand and Metallic Hand

•Attention seeking – Metallic Hand

•Promotes curiosity

•Excitement

•Similarity

CHOICE OF APPROPRIATE LEARNING

•Learning: Instrumental Conditioning

•Association – Successful executive gaining respect by purchasing an
environmentally friendly watch to wear

•Ori.’s watch not only reflect high status but gain genuine respect

CHOICE OF APPROPRIATE PERSUASION

•Persuasion: Creating new attitude

•Overthrow the notion that recycled objects are rubbish, recycled
objects associated with the poor, being despised.

SELLING PREMISES

•Selling Premises – Benefits

•Conservation of resources, ameliorates problems of wastage of
resources

•Gains genuine respect

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Creative design in communication and marketing

1. CREATIVE DESIGN IN COMMUNICATION AND MARKETING Ho Chun Ying Corlis 073601C16 Lim Yi Siong 067535E03 GROUP 7: Neo Meng Yang Gary 068043B03 Teo Shi Yu Kenvin 061932E07 Yeo Jie Ying U0940025K

2. ADVERTISEMENT

3. LIST OF CONTENTS 1. Design Problem 2. Creative Strategy •Promotional Objective •Working Message •Target Audience •Distinctive Product Feature •Positioning 3. Creative Approach •Brainstorm •Choice of appropriate stratagem, appeal, perception, learning, persuasion •Selling premises (claims; benefits; promises; unique selling preposition) 4. Forms

4. DESIGN PROBLEM •How to publicise and create awareness of an environmentally friendly recycling company (Ori.©) that manufactures watches that are made from 100% recycled materials (metal).

5. CREATIVE STRATEGY

6. PROMOTIONAL OBJECTIVE •To publicise and create awareness of an environmentally friendly recycling company (Ori.©) that manufactures watches that are made from 100% recycled materials (metal).

7. TARGET AUDIENCE •Eco friendly young male working executives between 30 to 40 years old

8. DISTINCT PRODUCT FEATURE •Environmentally friendly (only watch so far to be made from 100% recycled materials) •Respect – “Status is rising through the ranks, Respect is what you choose to wear”

9. POSITIONING •100% recycled materials - people who choose to purchase and wear this watch wants to play a part in supporting the eco-friendly movement •Commands Respect -purchasing and wearing this watch unintentionally portrays an image of someone prefers a less expensive environmentally friendly watch over an expensive famous watch.

10. CREATIVE APPROACH

11. BRAINSTORM •Category of Keywords – Recycle, Executive, Watch, Green •Recycle – Metal •Executive – Suit •Watch – Hand •Green - Green

12. POSTER

13. CHOICE OF APPROPRIATE STRATEGEM •Stratagem: Image •A strong memorable identity – Metallic Hand

14. CHOICE OF APPROPRIATE APPEAL •Appeal: Esteem •The need for respect

15. CHOICE OF APPROPRIATE PERCEPTION •Perception: Arousal •Different from the norm – Hand and Metallic Hand •Attention seeking – Metallic Hand •Promotes curiosity •Excitement •Similarity

16. CHOICE OF APPROPRIATE LEARNING •Learning: Instrumental Conditioning •Association – Successful executive gaining respect by purchasing an environmentally friendly watch to wear •Ori.’s watch not only reflect high status but gain genuine respect

17. CHOICE OF APPROPRIATE PERSUASION •Persuasion: Creating new attitude •Overthrow the notion that recycled objects are rubbish, recycled objects associated with the poor, being despised.

18. SELLING PREMISES •Selling Premises – Benefits •Conservation of resources, ameliorates problems of wastage of resources •Gains genuine respect

19. FORMS

20. POSTER

21. PAMPHLET

22. PAMPHLET

23. INVITATION CARD

24. LETTERHEAD

25. BUSINESS CARD

26. SIGNAGE

27. THANK YOU