Contents Promotion Strategy 2 Supporting Theory 9 Budgeting 11 Action Plan 13 Conclusion 15 List of References 16 Advertisement Design 17 Advertisement Cutting 18

Promotion Strategy
Promotion strategy is one of the marketing mix strategies, once the marketers identified their target market and they will use some ways to reach them. Promotion is a way used to indirectly communicate (information, messages & etc) to the target market, to spread the products and services to the public, based on (Marketing- Promotion Strategy, 2014). Promotion creates a platform for public to know the products or services introduced by company. To get successful reach the promotional goals, marketers develop effective promotional mix which are advertising, personal selling, public relation, direct marketing, and sales promotion.
Advertising
To promote Let’s Excel Program, we will use a combination of advertising tools which are printed advertisement and online advertisement. For the online advertising, MMLS, MMU Portal, and facebook are the best place to promote. This is because students will check MMLS more frequently to know the updating news or announcement by their lecturer and Let’s Excel advertisement can put on the home page of MMLS. MMU Portal is the official website, so it is also a good place to have advertisement for the purpose to reach more students. Moreover, Facebook is also one of the best social media tools to do promotion. We realize that every students having facebook account and it is also the faster way to spread a new.SRC MMU can help to share this advertisement on facebook since they are the group that linking students and MMU authority.
Printed advertisement such as poster can be hanged in crowd area of the campus to make sure more students can see it. For MMU campus, there are some area are crowd, for example, CLC ground floor, learning point, and Ixora corridor. The advertisement poster should design in a creative and big enough for seen. Moreover, we suggest that 5 printed poster are used for each campus. This is because we need to hang the poster in every corner of poster to make sure all MMU students can see it.

Personal Selling
To make sure every students of MMU known about Let’s Excel program is very important because we wouldn’t know whether we can maintain our results above CGPA 2.0 or not for every semester. Therefore, we will create a booth in CLC ground floor to have introduction and promote about Let’s Excel program. We think SRC is the most suitable society to handle the booth operation. The booth will decorate with poster of the program. Moreover, some SRC members will be assigned to brief the detail of Let’s Excel Program to students. This road show should be held in one week long. There will be some activities, such as game with prize, time boom, and others will be conducted there. It is conducted to attract the students to join and we will have chance to explain the program to them. On the others hand, games such as time boom can give students learnt that time is very important.
Direct Marketing
According to (MarketingDonut), Direct Marketing is direct contact with existing and potential customers to promote your products or services. We will use mobile marketing and email to reach target audience. Since the administration department will have the all students contact numbers and email address, therefore, we will get the information there and send the information about Let’s Excel program to probation students. On the some case, if the students are under probation 3 which is the highest level, we will use phone call to their parents or their guardian to make sure that they know about the students’ situation. We will inform their guardian or parents that there is a Let’s Excel program for these students to improve their results. At the same time, they need to give support to these students.

Copy Platform 1) Basic issue or problem the advertising must address
There are many students facing the financial problem due to their CGPA or GPA is under 2.0. According to university’s rule and term, those students’ result are lower than 2.0 is not allow get the PTPTN loan which include the tuition fees and living allowance during probation semester until their result back to the standard requirement which is GPA 2.0. On the others hand, those scholarship students will be given the tuition fees but no living allowance in their probation semester when their CGPA is below 2.0. Those scholarship students wish to get back their fully scholarship then they have to improve their CGPA to 2.0.

For those international students whose CGPA is below 2.0, they are not allow to renew their students’ visa card and they will be suggested by Malaysian Immigration to leave this country before the visa expired. However, VILU will assist in new application to Malaysian Immigration which takes between 1 to 3 months process to approve. If they still want to study in Malaysia then they have to make a new course application to study in Malaysia. Once their student’s visa approved by Immigration, they can come back to Malaysia and study again.

Next, students have to follow the rules and terms such as attendance, dressing code, and others that set by MMU. Students have to sustain the punishment if they do not follow the rules. For example, they are compulsory to attend their class if not they will be terminated.

2) Advertising and communication objectives
Objective of this advertising is to inform probation students to participate the Let’s Excel Program. This advertising need to tell probation students that they must attend to this program, if not they will be terminated. Additional, the advertising is a good communication tool to state out all the details of the program, qualification, tentative venue and date, and contact person. It helps to transfer the objective of the program to the target audience. The communication objective of the advertising is encouraging probation students to join the program and mention that time management is very important to achieve higher result.

3) Target audience
The target audiences of our plan are those MMU’s students who are under probation status. This program is giving an opportunity to those students who are in probation status to pull their CGPA until above 2.0. They can improve their study performance through this program. This program are open to all students under probation include local students and International students. 4) Major selling idea or key benefits to communicate
Since Let’s Excel Program is an incentive service that provide by MMU, so the promotion tool we choose is printed advertisement such as poster. Therefore printed advertisement is the best way to attract all students’ awareness. Furthermore, the program is free of charge, so the poster advertisement can help the finance department to save cost.

5) Creative strategy statement
The advertising theme idea is time management, which represent a self principal. A well time management can help probation students to achieve a better study plan. They can assign some time for revision and self study in their free time. This also encourages probation students to appreciate their time and have a balance point between entertainment and studying. “Clock” wills arousal the rational appeal since we had mentioned the benefits of the program with surrounding the clock.

6) Supporting information and requirement
The details about the program had stated on the bottom part of the advertisement. Qualification to participate, tentative venue and date, contact number, and attendance requirement had mentioned. This is because the program is not open for all students but only probation students. In the advertisement, the activities that will be held in the program described and can let the participants having preparation before attend. Since there may any details had been missing and may have any misunderstanding occur if just depend on the use of printed advertisement, therefore we provide contact number of the in-charge person to provide further explanation.

Advertising design
First impression is the last impression, so that, the advertisement is very important by giving the first image to audiences. According to (Lane, King, Reichart), there are some guidelines for creating advertisement: keep it clean to make others understand easily, exploit the potential of color, to avoid ambiguity, and use children and animals. A successful advertisement can gain people attention on the first sight of them. Some issue used to attract people eyeball such as: appeal, message theme, constraints, creativity, creative brief, and others. a) Appeal
The first appeal we use is emotion appeal. We use a cartoon bees with a smiling face to represent that the bee pay hard work and gain what it want to get, so it will feel happy. This emotion appeal told audience that we need to hardworking like a bee and gain the results you want to achieve. At the same time, the clock also has a smiling face. This emotion appeal can lead probation students to think positively, realize that they still have chance to take rid of probation status if they have a well time management.
Another appeal we create for the advertisement is anxious, the reason we use anxious appeal is to boost up the viewpoint of students toward the probation problem. We use a tagline “Probation had kidnapped your graduation…” to make students take probation status as a serious matter. We hope that probation students will feel worry about their results and pay more effort on their study. This is because the final aim to studying in University is graduation, and probation status may become the barrier. At the same time, we also use another tagline “Can’t get PTPTN loan? Can’t gain scholarship? Can’t renew visa?” to create anxious appeal. This tagline reflect the problems may faced by probation students and hope that they can solve these problem by pay more hard work in studying. b) Message
Message theme is the main marketing idea or message; describe the products features and function, appeal to reach target market, based on (marketing theme). The message theme of our advertisement was the Let’s Excel Program may help probation students achieve higher result. We use words to mention the objectives of the Let’s Excel Program, which are help probation students improve their CGPA, know the right way to study, and others. There are also other messages in the advertisement such as how many section of the program, the tentative venue and date of the program, contact person, participate qualification, and the rule and term. The ways we use to express the message with both rational appeal and emotional appeal. So, it is a “left brain” and also “right brain” advertisement. The rational appeals in the advertisement are describe in words to express benefits bring by the program, which is surrounding the clock. We also had mention that the attendance is compulsory for probation students on the other hand for those who not attend will be terminated, this information give them know impact of not attending. So, they will think about its benefits and penalty on absent. Emotional appeal smile is used to create a positive thinking concept. A smile can encourage people move toward better life.

c) Constraints
The constraints part in the advertisement are contact number provided and rule and term of the program. We provide the contact number of the in charge person to avoid any query on the details, students may asking by calling the in charge person. On the others hand, we had specify that this program only for probation students of MMU and the attendance is compulsory.

d) Creativity
Creativity make an advertisement become more interesting or surprising with out of box thinking ideas. The purpose of putting creativity in your advertisement appeals is to interest potential customers in your product or service, and to get them to remember you. If you want to catch the attention of audiences at first sight, you need to design a creative pattern, or a creative headline on your advertisement. Your headline must be creative enough, because the headline is sending message to audience. A creative advertisement easier to inspiring people come toward your product or service than those advertisement with bundle of words.
Attractive advertisement able to let audience feeling interesting to your advertisement and come to understand more about the content of advertisement, then your message is successful influence others.

e) Creative Brief
The objective of our advertisement is to increase awareness of the big clock by using a 3D design, we purposely write the name “Let’s Excel Program” in the clock. This is because when people see on the advertising they will put their attentions on the clock and there is the best place to put program name. At the same time, students will know about this program. Our target audiences are all MMU students, increase the awareness of Let’s Excel Program, and let them know that there is an opportunity for students who under probation 1, probation 2, or probation 3 to improve their results. The message we bring with the clock design is time management and hardworking are important to everyone. Probation students are encouraged to attend the program to achieve higher results.

Supporting Theory
We have put in our creativity to design this advertisement to attract more audiences. Firstly, the purpose we do a three dimension clock design as the advertising theme of Let’s Excel is because we realized the important of self-principal. Time will not stop for everyone but keep running no matter what happened on you; so what we can do is fully utilize our time in a useful way, self- principal can be achieved by having a good time management. Time management is the ability to plan and control the time you spend in your day to effectively accomplish your task or goal. It is hard to achieve goal or accomplish task without a good time management. If you learn and practice time management, you can control your life in your own hands. If everyone can manage their time well, we will gain a better life. According to (Jarrow, 2014), there are 10 life benefits for time management. Which are: 1) Reduce stress 2) being more productive and done on right tasks 3) Reduce rework and mistakes 4) Avoid life friction and problems 5) Gain more free time 6) Prevent to waste the time 7) produce more opportunity 8) Improves your reputations 9) Less effort to pay 10) Spend more time on the more important matter.
Furthermore, a 3D design with live hands of a clock can boost up curiosity and capture attentions of more people. Emotions appeal had been used to make the advertisement more attractive. In the advertisement, we use a friendly smiling emotion on the clock to attract the audiences because we believe it is essential that we have to express to them. Smiling emotion is one of the best ways to attract peoples and it will bring a positive attitude to influence the audiences. We believe most of the people like to read an advertisement with more pattern design than a lot of words. For sure, student those who are under probation status will be sad or give up hope in study so we used a friendly smiling emotion to motivate them and let them feel of warming.
On the others hand, we use a cartoon drawing - bees as one of the attraction of the advertisement. Although bees are an insert, but it has represented a great power in animals, based on (Facts About Honey Bee). The symbol of bee represents diligence and work ethic. Students who are under probation should use bee as their principal to improve in their study. Hardworking is a keyword in every progress use to be success in every goal. There is a saying; no hard work no glory. Those people who are smart as well but they still cannot achieve the goal they set unless they work hard. They are encouraged to pay more effort on studying to gain higher results. “Hard work gets results” students must know that action speak louder than word. Because hard work always accomplishes something, it has been said “Some people dream of success while others wake up and work hard at it.” Students should live like a bee.
Also, we had created a slogan “Keep the result flying high” at top of our advertisement design for Let’s Excel Program. This title is an important element to attract audiences, the title need to be clear and included your advertisement content, people who saw the title will definitely know what this advertisement is about. To make this tagline more memorable, we draw a hawk with flying high in the sky to represent what it means. The reason we use this tagline is because this program is only for those probation students and it can help them how to improve or at least maintain their results to prevent getting worse. Let’s Excel program held to guide them how to pull the result above CGPA 2.0, means that the result need to be flying higher and higher to get rid of probation status. I realized that students will think of Let’s Excel Program when they see this tagline.
Lastly, the support claims in the advertisement we apply is in the part we had explain that there are 3 level of Let’s Excel Program which are organized to different probation level students. The additional details are explaining on the 2 slot section activities. The first slot excellent students had been invited to share their own experience of study; the academic advisor will guide students to a right study plan. The second slot which having sharing section between students and academic advisor. The advertisement had state both section also consume 60 minutes. We realize that without a good time management, students can’t improve themselves. We strongly encouraged all the probation students come to join this program to help themselves in improve of study. The advertisement also stated that it is a free charging program for probation students.

Budgeting
The budget of business advertising is a larger sales budget’s subset. Advertising is used as an effort for marketing effort and sales. The investment on advertising can be identified and seen as investment in their way to build up their business. When we use our ways and strategies to promote the program of Let’s Excel, we also need to count all the financial flow to avoid the waste and save the unneeded cost. Therefore, we do the budget for our advertising. We make sure that the money we spent on advertising can achieve marketing goal which send the correct message at the right time, at the right place, and at the right people.
It is very important for us to decide which part should be spent. Therefore, we must choose the most effective media which can be used to spread the right message to the proper target customer effectively with the lower cost and higher profit or return. We create the advertisement with our creativity and innovative which can be used to attract the target customer to use this service. Since our target is only based on the MMU students, so, we create our advertisement by following the student’s style. We also know that the place is very important for the advertisement. We spent our money to post our printed advertisement in MMU areas.
After the discussion, we decide to create advertising in small form which is only with the manila card. With this, it can help us to save the cost. If we spend the money on media such as television advertisement, radio advertisement, and others, it will be more costing. We just focused on the small area of the customers, which only the MMU students.
The materials we use to create the advertising poster are includes glue, manila card, colour pencil, and crayon. After we create the poster, we print it into 7 pieces which will be pasted around the MMU area such as CLC building, FSER building, FBL building, FOSEE, building and others. The designation of the advertisement is quite simple and creative which with the blue manila card. In side got a clock, eagle, and bee. Besides that, it also provides the information about the program, such as contact number, objective of the program, and others related details.
In order to spread the message in MMU, we also print and Photostat it into small paper form and spread this small advertisement paper to the student who is passed by. We started to do it 6 weeks before the program begin.
Finally, we also use the famous and popular social network, Facebook to promote Let’s Excel Program by creating a page and insert all the information into it to let the user to read it. With this, it saves our cost. It is because we do not need any expenses to promote the program or services in Facebook.

Expenses RM Poster (7 pieces) 200
Leaflet photocopy (500 pieces) 150
Promotion and poster (Place to post the advertisement) 400
Stationary (Colour pencil and others) 20 770

Action Plan
First, we choose a date for the implementation of the program. After the discussion, we choose 4th July 2014. This event is very similar to the new student intake’s orientation. The food will be provided to the each of the students or participant in the afternoon and evening which is at 12pm and 6pm for lunch and dinner.
There are many sections and activities in our event. At first, we will show the slides about the situation of previous session to the participants. A people in charge will explain it based on the slides one by one. It can helps the others participants to understand the flows before involved themselves in this program. After this, the successful senior will give a briefing. It is about how they success in their education with this program. They share the moments and the experiences they gain in this program. The experiences they share will motivate the participants or the students to join this program. Through this program, they can find out their weaknesses and strength in their education.
After the briefing given by the senior, it is the times for the participants to know each other’s. The participants are given 30 minutes to communicate to each other. They are required to share their owned information to each other includes the name, living place, hobby, and others to build the relationship.
Then, the lecturer in charge gives his briefing and Probation to the participants or students. He explains it by following the related slides. During the briefing, the participants are encouraged to ask and answer the questions from the briefer. If they answer correct the question, they will be rewarded with the small gift given by the briefer. It will make the participants more concentrate during the briefing.
After the briefing, the participants are grouped into many teams to play the game. They provide the participants with the meaningful game which can link to the interesting and benefits of studying. In this game, the big balloon is provided. The rule of the game is very similar to the dodge ball. But, in this game, the people who hit by the big balloon will be punished to make a sentence with the “word” provided by the people in charge. If they fail to make a sentence, they need to do “rabbit jump”. With this game, the participants will feel more interesting and be motivated to improve themselves in education.
After the game, it is their dinner time. Each of the participants will provided with the nasi lemak as their dinner. They are allowed to use and enjoy their dinner in the canteen or the place the briefing held. Then, the people in charge will continue his briefing which is also the last briefing. But this briefing is different with the first briefing. This briefing is based on the performance of the participants in the gaming section. He will praises the participants who got do their part nicely during the game time.
When the Program comes to the end, the briefer will be rewarded with the gift given by us and the participants will get the certification. So, the program is end.

Conclusion
What are those elements that in an advertisement can attract more audiences and decide the successful of your advertisement? Nothing is more efficient than a creative advertisement Creativity plays an important role in advertisement effectiveness. With good visual design in advertisement it will attract the target audience effectively. How advertisement messages are conveyed impact the effectiveness of those message. This shows that advertisement creativity not only enhance the persuasion but also send the message of the product or service. The creativity also make your idea different with others and add new perceptions and enjoyment of the products of service.
In this advertisement design assignment, we learned how to design a creative printed advertisement. The most effective way for an advertisement is bring out the ideas with your creativity. It is important for the advertisement design to catch the attention of audience at the first sight. We put in creativity into our advertisement design such as the attractive headline and pattern. The headline is the main theme, it should be a powerful message. People who saw our advertisement definitely will pay attention on it. We also draw some cartoon pattern to represent some meaning, for example hawk meaning fly high, and bees meaning hard working.

Reference
1.Time Management Ninja: http://timemanagementninja.com/2013/10/the-top-10-life-benefits-of-time-management/
2. Facts About Honey Bee: http://www.benefits-of-honey.com/honey-bee-facts.html
3. Understanding the value of creativity in advertising: http://www.ojcmt.net/articles/23/231.pdf
4. Creativity in advertisement: http://hbr.org/2013/06/creativity-in-advertising-when-it-works-and-when-it-doesnt/
5. Communication in advertisement: http://smallbusiness.chron.com/importance-communication-advertising-15349.html
6. Advertising Budget: http://www.inc.com/encyclopedia/advertisingbudget.html
7. Advertising and promotion strategy: http://www.marketing-made-simple.com/articles/promotional-strategy.htm#.U-cgmWPJ0u4
8. Ad layout and design strategy: http://desktoppub.about.com/od/ads/ss/ogilvy.htm
9. 10 tips for effective advertising design: http://blog.fusionfarm.com/blog/effective-advertising-design
10. How to promote and advertise your product or service: http://www.indiahowto.com/promote-advertise.html