BOOKLETS, CATALOGS AND FOLDERS 1. Aim of booklets, catalogs and folders.—The ob ject of booklets, catalogs and folders is to present a complete description of advertised:goods. They serve to answer the questions suggested in the limited space of the advertisement. They are less personal than the letter, which is usually unable to sustain the reader's interest for more than a few pages.
The extent to which this literature is employed de pends largely upon the amount of supplementary ad vertising that is necessary. When the prospect has responded to the advertisement, it may be that a small four-page folder will fully answer his inquiries. In other cases a catalog of several hundred pages, a series of booklets and folders may be needed to make the sales offer clear and to connect the buyer's needs with the seller's goods. ' Booklets, catalogs and folders aim to present in as concise form as possible, the various selling points of the goods or service offered, so as to make it easy for the customer to order. Prices may or may not be given in the body of these pieces of advertising mat ter; sometimes they are reserved for a special sheet or for a contract blank.
2. Purposes of each form.—The booklet is intended to give information and to inspire a desire for the goods; the catalog informs and quotes prices; the folder is a modified form of booklet which serves prac tically the same purpose. There is a definite and relatively restricted field for each. Yet each piece of advertising literature whether booklet or catalog should, as far as possible, be a complete presentation— a full sales talk in itself.
The booklet is capable of greatest variety, not only with regard to the subjects that may be covered, but also with regard to the method of presentation. It may touch upon the quality of the goods or service; it may treat of some related subject not necessarily allied with selling.
The "inspirational" style is peculiarly fitted to the booklet. The booklet, catalog or folder is usually de manded by market conditions. A new machine may have been added to the line manufactured; and a folder probably will serve to arouse interest in the work which the new machine performs.
The catalog is restricted normally to descriptions, brief explanations, prices and associated matter. The catalog calls for conciseness of description and for price quotations. It aims to give highly special ized information. It is the general salesman.
The folder, like the booklet, may be used to fill in any niche in the advertising. Its greatest value lies in focusing interest on the special product. It em ploys what may be termed the selling style—skilled argumentation in the vernacular of business. It is, primarily, intensified selling talk. It is the specialty salesman.
3. Color and and folders permit the use of a wider range of colors for stock than do catalogs. Few catalogs may depart to ad vantage from the customary whites and creams. For the covers of booklets and catalogs, on the other hand, a fairly wide range in colors is permissible. Brown, tho relatively unattractive, has the merit of enduring much handling. A booklet in a dark brown cover will resist wear and dust, while one in light gray will become soiled in a short time. In the selection of cover stocks, the sample books issued by paper manu facturers and jobbers, showing the stock in blank and as printed by the different processes, are valuable guides.
The typography of the booklet, catalog or folder should be of the simplest. People may not be anx ious to read the message that the type conveys, there fore it should be presented in the most legible type faces. Caslon, Scotch Roman and Cheltenham, in some Of its later cuts, are standards. Bodoni Book, resembling Scotch Roman, is a favorite. Kennerly has.merit and is particularly suitable to 4. Need for variety in form af forded by the printer's art has led to much that is bizarre and unattractive. The chief aim of advertis ing literature—to effect sales—is sometimes over shadowed by less important considerations of elabo rate display. The skilled advertiser will hold to simplicity, because he knows that simplicity is most ef fective; the unskilled cannot hope for success if he violates this rule.