Magazine – A magazine would be an ideal option for using in the local vicinity. These are cheap to create and can easily be distributed to potential customers. The magazine can hold a lot of information about various products that are for sale, as well as ordering slips and telephone ordering service information. Magazines can be distributed through people’s doors and in the post by searching on data pools for addresses. Magazines can also be distributed in the streets to passing shoppers. Again there are drawbacks to magazines. Most people see ‘free’ magazines that come through the post as ‘junk mail’ and would automatically throw them away. As well as people in the city centre that think along the same lines. Magazines could be a bit of a let down unless you reach the correct people that are actually interested in the Book Industry. Maybe distributing magazines solely to bookshops could do this and other book related business.
Business Cards – These are definitely the cheapest method of advertisement, except for maybe shouting in the street. Business cards can be made quickly in large quantities and easily. Business Cards work along the same idea as magazines in terms of distribution, the advantage obviously being they are much cheaper and it’s less of a bother if people just throw them away. A Business Card definitely needs to be eye catching, as it is such a small advertisement, unlike the magazine which people wont necessarily throw away at first glance, due to the fact that there is more information inside for people to read.
Flyers – Again another form of advertisement that is distributed in the street, or maybe posted. Again exactly the same as the magazine or business card in these terms. Though it is in between both of them in terms of expense and size. The flyer contains a bit more information than the business cards. Though not as much as magazines and brochures. Someone that has just taken one can easily carry flyers. Magazines may prove to bulky and business cards maybe to small and easy to lose, the flyer maybe good in terms of it’s size.
Now that I have discussed the various methods of advertisement that can be used I can chose, which one I think would be most effective. This based upon cost, information contained in the method, how noticeable the method is to customers and the ease at which the company can distribute it.
After looking at the various advantages and disadvantages I have chosen to use the magazine and business cards. I have chosen these two for different reasons, though a magazine containing product information could be handed out on the street to random people, I don’t feel it would be a wise idea. The reason I have chosen magazines is so that these can be distributed to potential customers that are already in the book industry. Therefore Bertrams have a greater chance of persuading this potential customer to buy from us, therefore the cost of the creation of the magazine. Which is much more than a business card wouldn’t be as great if we are only handing them out to people that may already have an ‘interest’ in the company and industry as a whole.
The Business card idea is being introduced, as it seems like a good method of maybe attracting people by just handing them out in the city center. These don’t cost much to produce as they are small and therefore it wouldn’t be so bad if people do throw them away. Though there is always an odd chance that it may introduce new customers to the company, but the cards are so cheap that it wouldn’t be a huge cost to the company.
Hardware and Programs used
As my design and write up is going to be done on computer, I felt it necessary to include information on what programs and devices I have used to create the write up and the actual magazines and business cards. So here is a list of what I have used.
Computer - Pentium 2, 400Mhz,
Programs- ‘Windows 98 2nd edition’ ‘Microsoft Word’
‘Desktop Publisher’ ‘Sunwiser Soft Photo Manager’
Printer – Desk jet 930C
Digital Camera -
Collecting Information
Though I have chosen my method of advertisement for the company, I would need to find out what people are looking for in a Magazine and Business Card. In order to find this out I would need to conduct some market research. By discovering what people expect when they are being given Magazines and Business Cards I can design my final product and make it even more effective. Here are some Questionnaires that I have created to be given to the general public in order to give me an idea of what is expected. In my questionnaire I have included questions helping to determine how it could be designed, how it would be best to distribute it and what sort of people would be likely to read the magazine if we distribute them.
Magazines / Brochures
This Questionnaire is designed to help Bertrams Books establish a connection with it’s customers, we want you to help us get it right so we can make you happy with our service.
- When you receive a magazine/brochure for a company does the cover effect your decision of whether to read on or not?
Y / N
- Would you prefer a smaller magazine or more of a catalogue filled with lots of information?
Magazine / Catalogue / Don’t care
- Do you usually throw away brochures if you receive them in the post?
Y / N
- How often do you order, from a magazine/brochure?
Never / Once or Twice / Under Once a Month / Constantly
- If yes, were you satisfied with the quality of the product compared to what the magazine told you?
Y / N / Undecided
- Would special offers or free products attract you to order from a magazine?
Y / N / Undecided
- Do you think magazines/Brochures are an effective way for business to advertise their products?
Y / N / Undecided
- If not, what do you think would be a more effective method?
……………………………………………………………….
- What is the most important feature for a magazine to posses?
Information / Pictures of Products / Colorful and Eye Catching / Other ………………………………………
Thank you for your time.
Results of Questionnaires
After handing out questionnaires to people I have found out various pieces of information that will help me to improve the overall design of my final products. Most people saw that an informative piece was much more important than overall looks. They also said that a smaller magazine type brochure is much better than a large catalogue. This is probably because it is more practical and easy to browse through than a larger catalogue. Though the majority of people that I questioned did not use this type of ordering very frequently, as a result I am now unsure weather or not the market research will be beneficial as these people are not necessarily the target group for my brochure.
From this information I can now decide how I am going to design my brochure and what to include in it. A very informative but small brochure is what has been recommended. Though it isn’t necessary for it to be extremely colorful it would be important still as it still helps to attract peoples attention and keep people interested past the front page.
