Creativity in Designing a Promotional Giveaways and Their Interactive Ability to Achieve a Corporate Identity | ||||
| International Design Journal | ||||
| Article 19, Volume 6, Issue 2 - Serial Number 18, April 2016, Page 231-239 PDF (1.65 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.12816/0036484 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| Basma Abdou Abdou El-Kodary | ||||
| Master Student – Advertising Department, Faculty of Applied Arts - Damietta University | ||||
| Abstract | ||||
| Promotional giveaways are considered one of the most important promotional means used by many organizations to achieve a competitive advantage which can compete with other organizations and increase sales through access to many categories of customers to convince them to buy products or services, It is also used to stimulate some distributors to sell products and increase their loyalty, which help to change negative trends and attitudes also to improve the mental image of the organizations and to gain a good reputation about them , so we must design a successful visual identity to suit the nature of the customers and to become more interactive with a clear vision of the long-term goals during the promotional giveaways campaign and distribute them in various occasions and commercial events organized by the organizations. so we must regard the artistry considerations in design and using a suitable colors to create the suitable psychological atmosphere to accept the advertising ideas with using a group of different interactive objects such as music , sound and kinetic effects.Research problems : 1- Organizations don’t pay attention to promotional giveaways considering them a waste of money and increasing to thier expenses . 2- The absence of innovative designs for promotional giveaways to attract the attention of the customer, so it is necessary to have creative designs. 3- Changing the degree of customer satisfaction and orientation of the competitors, which requires innovative promotional methods. Objectives: 1- Emphasize the importance of using giveaways as a successful promotional means. 2- Study different designs for corporate giveaways in different fields of organizations. 3- The extent of customers accepting giveaways and if they would respond to them in their purchasing decisions. Methodology: Research Methodology depends on the descriptive analytical methods and choosing different examples of organization and their corporate identities in giveaways, and exposure to them with study and analysis. Results: 1- The search reached as a result of the analytical study and linked to the theoretical framework to many reasons of the importance of using promotional giveaways and its role in improving the mental image of organizations and encourage the customers to try new products 2- Technical side requires achieving the principles and elements of design in terms of shapes and images to add realism element as well as expressive drawings and logos that serve advertising message, also the appropriate titles and forms of lines with the need for coordination , contrast and unity among them. Conclusion : 1- There is a relationship between designing promotional giveaways and achieving a competitive advantage for the organizations as they induce customers to purchase products and help distributors to sell effectively. 2- Organizations must give attention to promotional giveaways and don’t consider them as increased expenses . 3- Using various interactive technologies and effects that can be added to the design of promotional giveaways, such as the use of sound and kinetic effects, so that they become more attractive to the attention. 4- Organizations must select the appropriate time for distributing giveaways and planning for advertising campaigns ,as the time is an important factor in the success and the failure of giveaways, some times of the year are better than another in distribution a specific types of gifts considered them with a seasonal nature. 5- promotional giveaways which are distributed through the Internet are becoming more common forms where they are put on the web pages and act as links to the private Advertiser website ,so it can be used to highlight the organization brand or the name of products and creating advertising campaigns with the ability of controlling the target group of customers who can watch them. | ||||
| Keywords | ||||
| Promotional Giveaways; Corporate Identity; Competitive advantage; Social responsibility | ||||
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