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PR Final part 6

Content covering section 4I and 5A.

TermDefinition
Brochures, booklets and fliers are... Strategic communication messages printed once and distributed to a specific audience for a specific purpose
Brochures Are a single piece of paper printed on both sides and folded into panels; they can use full color, spot color or black ink only
Booklets Are printed in four-page increments and saddle-stitched (stapled down the middle, forming a mini book) They are typically full color.
Fliers Are mini-posters, printed on one side of the page and intended for bulletin boards or hand delivery. They are usually quick copied on colored paper; intended as posted notices.
Brochures are intended to... Inform or persuade; they are part of a marketing plan media mix that may include print ads, video ads, social media posts or billboards (etc.)
Target audience questions part one -How will your audience receive the brochure? -Why is your audience reading this brochure? -What does the audience already know abt your product?
Target audience questions part two - What is the audience's current attitude toward your product? - Where else will the audience encounter the msg of this product?
Media of brochures Mainly exist on paper, sometimes on tablets such as ipads and downloadable PDFs.
Key to success of brochures Effective brochures marry words and images to deliver a single message to a specified audience
Content and organization of brochures Begin with a strategic message planner or creative brief; target audience determines the tone, vocabulary and type of appeal. Brochures need a theme or unifying concept that amplifies the strategic msg.
A brochure theme can be created with words, images, or both True; a brochure may begin and end with telling a story; another brochure might repeat graphics to link elements together; both provide a unifying element.
Brochure panels Brochures are folded into panels; the six-panel brochure, also called a tri-fold brochure, is the most common organizational structure. Panels provide a roadmap for how to read the brochure.
Front cover panel Invites the reader into the piece; catches the eye and provides a visual focus
Panel two Is the next most-likely panel to be read because of its position; presents a stand-alone message that summarizes the reason the customer should choose
Panels 3, 4 and 5 These present the main copy message and are viewed as one three-column unit; this copy clearly explains the product's features and benefits
Panel 6 Is the back cover; this is the panel people are least likely to read, so avoid continuing the copy message to this space
Brochure copy (the words) part one Appears on panels 3, 4, and 5; has a beginning, middle, and end. Uses strong headlines that lead the reader through the copy; uses subheadlines to break the info up into chunks; speaks directly to the reader in a casual tone
Brochure copy (the words) part two Uses present tense and active voice; chooses a tone appropriate to the audience; uses bullets to list info, puts emphasis on what reader will gain; is concise, uses details, uses imperative mood (commands reader to action)
The beginning of the brochure... -Asks a question -Poses a problem -Offers an opportunity -Sets a mood or creates an emotion -Tells a story
The middle of the brochure... -Makes key selling points -Gives the solution -Arranges info from least to most important -Explains the steps in a process
The end of the brochure... -Summarizes the main points -Reminds the reader of the importance of the topic -Links the end of the story with the beginning -Makes a call to action
Design of brochures. A well designed publication... -Enhances readability -Amplifies the message -Organizes the message -Is practical -Doesn't call attention to the design alone
Format of brochures (form must follow function.) Ask yourself the following... -How will the piece be used? -Does it need a return coupon? -Should it be vertical or horizontal? -How many panels will it need? -How will it be distributed? -Will it be mailed?
Design considerations part one (Type) - use no more than 2 typefaces in a publication (one serif, one sans serif) - be consistent in usage - avoid tilted headlines, all caps and italics
Design considerations part two (Layout) - keep your layout clean and balanced - use white space to your advantage - don't make layout cluttered - use generous leading to enhance readability - use short line lengths
Leading (pronounced 'ledding') The space between lines of type
Design considerations part three (Color) - full color brochure printed on glossy paper jumps out and demands attention; use spot color or two-color printing and leave the additional color for subheadings and graphics. Don't overdo the accent color
Design considerations part three (Paper) - Paper adds texture - Makes a 3-dimensional experience - consider finish, weight and color
Brochure tips - use strong headlines and subheadlines that lead readers into text - use subheadlines to break up info - speak directly to the reader - use present tense and active voice - choose a tone appropriate to reader - include many details
Choose short words and avoid puffery in a brochure True!
The types of brochure folds Parallel fold, letter fold, accordion fold, gate fold, french fold, double parallel fold and barrel fold.
Business Communication The exchange of messages that help an organization complete its day to day functions.
Business communication is sometimes called... Administrative communication because it helps an organization manage basic routines
Business communication is much like.. Family communication; all communication holds the family together. It helps them plan, debate, etc. It is both internal and external.
The most effective method of business communication is... Face to face communication; however, it limits the audience size and lacks permanence. Much of business communication needs to be written.
Organizations rely on good, clear, strategic writing to function from day to day. True; written communication helps counter the effects of an unreliable channel of business communication (the grapevine.)
Every profession in strategic communication includes business communication True; you already need business communication (for a resume, and job-request correspondence.)
Created by: FaithMcBaith
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