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Prior to the formulation of an advertisement, the following elements need to be considered to ensure that the message is conveyed to the target audience, which would yield the expected returns on investment (ROI):

(a)  Objectives and direction of the university which aim to enhance competitiveness in terms of becoming the main destination of choice of exceptional and international students, to attract competent staff, and to generate networking and partnerships with industries as well as international players, in order to achieve the target of becoming a renowned university

(b)  Objectives and direction of the university branding which aim to advocate UTM as a global brand

(c)  Focus – centres on main message

(d) Audience engagement, by creating a dialogue rather than a monologue

(e)  Insights which are compelling and opportunities in UTM, which are able to provide mutual benefits and enjoyed by both staff and students

(f) Branding is highlighted, and corporate identity, together with contact details of the information provider are clearly displayed

Sebelum menyediakan sesebuah iklan, perkara berikut perlu dipertimbangkan supaya mesej yang disampaikan menepati sasaran pembaca (target audience) yang telah dikenalpasti seterusnya memberi jaminan pulangan yang diharapkan (ROI) :-

(a) Objektif dan hala tuju universiti untuk meningkatkan daya saing sebagai destinasi pilihan utama pelajar cemerlang dan pelajar antarabangsa, menarik staf kompeten, jaringan dan hubungan industri dan antarabangsa untuk mencapai sasaran World Class University.

(b) Objektif dan hala tuju penjenamaan universiti untuk memartabat UTM berjenama Global,

(c) Fokus – tumpuan kepada mesej utama

(d) Libatkan khalayak (engaging the audience) dengan mencipta dialog dan bukan monolog,

(e) Compelling insight dan peluang di UTM yang dapat memberikan faedah bersama dan akan dinikmati pihak pengguna,

(f) Serlahkan jenama dan jelaskan identiti korporat pengeluar maklumat dan maklumat untuk dihubungi,