Promotional Materials & Printing

1. Introduction

The Code of Ethics for the printing of UTM promotional and publicity materials has been formulated to assist the Corporate Affairs Office and/or relevant departments/units produce promotional and publicity printed materials in accordance with the provisions and regulations related to the university’s promotional and publicity printed materials.

Promotional and publicity printed materials involve any notification or information pertaining to UTM in the form of posters, notices, banners, buntings, advertisements, brochures, flyers, leaflets, billboards or others, produced in text form through print or electronic media or any other means.

 

2. Objective

The objectives of the provision of the UTM Code of Ethics for Promotional and Publicity Materials are as follows:

2.1   act as one of the initiatives of brand positioning and product personality of UTM branding.

2.2   adhere to best practices standards in terms of the promotion and projection of the university, with the aim of becoming the best model for university students in particular and the community in general.

2.3   ensure promotional and publicity printed materials produced adhere to the needs, requirements and stipulation of the UTM Code of Ethics for Promotional and Printing Materials.

2.4   create awareness and responsibility on the importance of disseminating clear, accurate and truthful information pertaining to UTM to the public.

2.5   ensure uniformity of UTM promotional and publicity materials in terms of look and feel.

2.6   produce UTM promotional and publicity printed materials which fulfill UTM’s specific publication and presentation mode. It should be noted that all relevant parties are encouraged to switch to the UTM publication identity mode when renewing or opening subsequent tenders for the printing of promotional and publicity materials.

 

3. Jurisdiction

3.1   The Director of Corporate Affairs/Deputy Director of Corporate Communications and Branding, may from time to time alter, revoke, change or add any provisions contained in the UTM Code of Ethics for Promotional and Printing Materials for the benefit of UTM, if necessary.

3.2   In the event of any ambiguity in the UTM Code of Ethics for Promotional and Printing Materials, which may generate confusion, any clarification and decision by the Director of Corporate Affairs/Deputy Director of Corporate Communications and Branding, is deemed to be final.

3.3   The Director of Corporate Affairs/Deputy Director of Corporate Communications and Branding has the authority to give a directive to any department/unit producing promotional and publicity printed materials to halt any said printing activities, if the UTM Code of Ethics for Promotional and Printing Materials and stipulated specifications have not been adhered to, or to contain false or misleading information, or due to any other reasonable reasons.

3.4   The Director of Corporate Affairs/Deputy Director of Corporate Communications and Branding has the authority to give a directive to any department/unit producing promotional and publicity printed materials to alter, add, change, revoke or amend printed materials which have been printed, published, broadcasted, or distributed.

 

4. Content of promotional and publicity printed materials

4.1   Theme of the content of any promotional and publicity printed material must be appropriate with the intended activity/product/message. The promotional and publicity printed materials produced shall neither abuse the trust nor exploit the knowledge and experience of consumers. Such an instance is “We’re sure to obtain As in all subjects.” The promotional and publicity printed materials shall neither predetermine nor typecast a particular ethnic group/race or gender based on employment, traditional values and background.

4.2   Promotional and publicity printed materials must contain information which is accurate, truthful, clear, current and can be substantiated. The promotional and publicity printed materials shall not contain any information which is misleading or cannot be substantiated.

4.3   Content of promotional and publicity printed materials must encourage the practice of courtesy and noble values among different age and ethnic/race groups in UTM in particular, and Malaysia in general. Statement or illustration presentation generating a positive picture of the multicultural society in UTM in particular and Malaysia in general is encouraged. .

4.4   Statement or illustration presentation in promotional and publicity printed materials must take into account the sensitivities of various ethnic groups/races in UTM in particular and Malaysia in general, without any social discrimination elements.

4.5   Illustration presentation in promotional and publicity printed materials which depicts the faces of various ethnic groups/races in UTM in particular and Malaysia in general is encouraged.

4.6   Content which displays a positive environment in UTM in particular and Malaysia in general is encouraged.

4.7   Use of illustration presentation with complex and complicated backgrounds must be avoided as the use of dominant images is clearer and more effective. Contrasting background colours and illustrations which are to be emphasized, must be clear and conspicuous.

4.8   Statement or illustration presentation in promotional and publicity printed materials must be in line with the National Principles (Rukun Negara) and Government Policy.

4.9   Content of promotional and publicity printed materials must use correct written language and coincide with the displayed illustrations.

4.10 Use of the national language should be ensured to be correct and accurate in terms of vocabulary, sentence structure, spelling, grammar, and so on. In ensuring correct use of language, reference should be made to ‘Dewan Bahasa dan Pustaka’.

4.11 Publication materials in other languages may be applied only in particular fitting events such as welcoming foreign guests, and others.

4.12 If the national language is used concurrently with other languages in promotional and publicity printed materials, wordings in the National Language must be displayed in bigger fonts and highlighted in terms of visual emphasis and positioning, compared to wordings in other languages.

4.13 Promotional and publicity printed materials in other languages must have the same meaning with that of the national language.

4.14 Language use should be courteous and not contain any negative connotations.

4.15 Promotional and publicity printed materials must adhere to the stipulated graphic standard, particularly in the use and positioning of the UTM logo. The UTM identity and logo must be clear and given emphasis, which is achieved through its size differentiation or its positioning at the main location in the promotional and publicity printed materials compared to logos of related organizers, sponsors or partners.

4.16 Typeface and font size used must be in accordance with the message conveyed. The use of more than 2/3 types of fonts is not encouraged, nevertheless the font size can be distinguished according to the importance of the information to be communicated.

4.17 Colour is important in determining the success of the communicated information. Contrasting colours attract attention and facilitates the legibility of the communicated information. The letters must be in contrast to the background in terms of shapes and colours.

4.18 Ensure the layout, comprising order of illustration presentation and the use of letters and space, is appropriate. Avoid using too closely interspersed space between letters as the message would be difficult to read due to its merging and cluttered appearance.

4.19 Cost of promotional and publicity printed materials must take into account publication reach, number of readers, and quality of publication, as well as readability of promotional and publicity printed materials by target audience.

 

Panduan pengisian bahan pencetakan promosi dan hebahan

1) Tema kandungan bahan pencetakan promosi dan hebahan mestilah bersesuaian dengan aktiviti/produk/mesej yang ingin disampaikan. Bahan pencetakan promosi dan hebahan yang dibuat tidak boleh menyalahgunakan kepercayaan atau mengeksploitasikan pengetahuan dan pengalaman pengguna. Contohnya,”Kami pasti anda mendapat A dalam semua subjek”. Bahan pencetakan promosi dan hebahan juga tidak boleh menentukan atau typecast sesuatu kaum/bangsa atau jantina menurut pekerjaan, nilai-nilai tradisi dan latar belakang.

2) Bahan pencetakan promosi dan hebahan mestilah mengandungi penyataan maklumat yang tepat, benar, jelas, terkini dan boleh dibuktikan. Bahan pencetakan promosi dan hebahan juga tidak boleh mengandungi pernyataan yang mengelirukan atau tidak boleh dibuktikan

3) Kandungan bahan pencetakan promosi dan hebahan mestilah menggalakkan kepada amalan berbudi bahasa dan nilai-nilai murni antara pelbagai lapisan umur dan kaum/bangsa di UTM khasnya dan Malaysia amnya. Pernyataan atau persembahan ilustrasi yang memberi gambaran positif terhadap pelbagai budaya masyarakat di UTM khasnya dan Malaysia amnya adalah digalakkan.

4) Pernyataan atau persembahan ilustrasi bahan pencetakan promosi dan hebahan mestilah mengambilkira sensitiviti masyarakat pelbagai kaum/bangsa di UTM khasnya dan Malaysia amnya tanpa unsur-unsur diskriminasi sosial.

5) Persembahan ilustrasi bahan pencetakan promosi dan hebahan yang memaparkan wajah-wajah pelbagai kaum/bangsa di UTM khasnya dan Malaysia amnya adalah digalakkan.

6) Kandungan yang memberikan gambaran positif persekitaran di UTM khasnya dan Malaysia amnya adalah digalakkan.

7) Elak dari menggunakan persembahan ilustrasi dengan latar belakang yang kompleks dan rumit kerana penggunaan imej yang dominan adalah lebih jelas dan memberi kesan. Perbezaan warna latar belakang dan ilustrasi yang hendak ditonjolkan perlulah jelas dan ketara.

8) Pernyataan atau persembahan ilustrasi bahan pencetakan promosi dan hebahan mestilah seiring dengan prinsip-prinsip Rukun Negara dan Dasar Kerajaan.

9) Kandungan bahan pencetakan promosi dan hebahan mestilah menggunakan bahasa persuratan yang betul serta bertepatan dengan persembahan ilustrasi yang dipaparkan.

10) Penggunaan Bahasa Kebangsaan hendaklah dipastikan betul dan tepat dari segi penggunaan perkataan, susunan ayat, ejaan, tata bahasa dan sebagainya. Penggunaan bahasa yang betul hendaklah sentiasa merujuk kepada Dewan Bahasa dan Pustaka.

11) Setiap bahan pencetakan promosi dan hebahan hendaklah dalam Bahasa Kebangsaan sama ada dengan sendirinya atau bersama dengan mana-mana bahasa lain.

12) Jika Bahasa Kebangsaan digunakan bersama bahasa lain dalam bahan pencetakan promosi dan hebahan, perkataan-perkataan dalam bahasa kebangsaan itu hendaklah lebih besar saiznya dan ditonjolkan dari segi penekanan visual dan kedudukan berbanding dengan perkataan-perkataan dalam bahasa lain.

13) Bahan pencetakan promosi dan hebahan yang menggunakan bahasa lain mestilah membawa maksud yang sama seperti dalam bahasa kebangsaan.

14) Penggunaan Bahasa hendaklah sopan dan tidak mempunyai sebarang konotasi negatif.

15) Bahan pencetakan promosi dan hebahan mestilah mematuhi standard grafik yang telah ditetapkan terutama dalam penggunaan dan perletakkan logo UTM. Identiti atau logo UTM perlu jelas dan diberi keutamaan dengan dibezakan saiznya atau perletakkannya di tempat utama dalam bahan pencetakan promosi dan hebahan berbanding dengan logo-logo penganjur, penaja atau rakan usaha sama yang berkaitan.

16) Muka taip dan saiz huruf yang digunakan mestilah sesuai dengan mesej yang ingin disampaikan. Tidak digalakkan menggunakan lebih daripada 2/3 jenis fon tetapi saiz font boleh dibezakan mengikut kepentingan maklumat yang hendak disampaikan.

17) Warna adalah penting untuk menentukan keupayaan maklumat yang disampaikan berjaya atau tidak. Warna kontra adalah untuk menarik perhatian dan memudahkan maklumat yang ingin disampaikan terbaca (ketakterbacaan atau dibaca secara tidak sengaja). Huruf-huruf dan latar belakangnya mestilah kontra dari segi bentuk dan warna.

18) Pastikan reka letak iaitu susunan persembahan ilustrasi dan penggunaan huruf dan ruang adalah bersesuaian. Elakkan dari menggunakan ruang yang terlalu rapat antara huruf kerana mesej akan sukar dibaca kerana ianya akan kelihatan seperti bercantum (merge) dan semak/bersepah (clutter).

19) Kos pencetakan bahan promosi dan hebahan mestilah mengambil kira capaian penerbitan (publication reach), bilangan pembaca dan kualiti bahan penerbitan dan keterbacaan bahan pencetakan promosi dan hebahan oleh khalayak sasaran