The ICT Lounge
 
Section 7.9:
Applications for Publicity
 
Publicity is where products or services are 'advertised' or 'promoted' to potential customers.

There are various ways to use ICT to create publications that help us promote products or services. We will focus on:

Key Concepts of this section:
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Understand what desktop publishing is and how it can be used to produce documents for publicity.
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Know the uses of business cards, letterheads, flyers and brochures.
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Be able to explain the effects that business cards, letterheads, flyers and brochures can have on business.
1
Business Cards
2
Letterheads
3
Flyers
4
Brochures

Desktop Publishing (DTP)
Key Words:
Design, Printed Document, Tools
What is DTP?
The four examples of publicity documents in this section are all produced using Desktop Publishing so it would be beneficial if you know a little bit more about it.
Documents that are created using Desktop Publishing:
Business cards
Letterheads
Flyer advertising a gym
 
Information Brochures

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Desktop publishing is where we use a computer and special software which allows us to produce high-quality, printed documents with attractive layouts and coloring.

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Typical elements found on a DTP document include:
  • Text (of various font styles and sizes)
  • Images
  • Shapes
  • Colors
  • Borders
  • etc.....
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Desktop publishing software gives us access to a variety of tools that allow us produce the highest quality documents possible. These tools include pre-made templates, ruler (for accurate measurement), colour pickers and a large range of page size options.

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There are many desktop publishing software applications with Microsoft Publisher being one of the more popular choices within schools.

 

 


Examples of Applications for Publicity
Key Words:
Business Cards , Letterheads, Flyers, Brochures

The following examples explain how ICT can be used to generate publicity:

Business Cards
Overview of Business Cards:
Examples:
Attorney's business card from 1895
A badly designed business card will leave potential customers with a poor impression of your company.
 
A well designed business card can give potential customers a good impression of your company.
 
NOTE:
Web to Print is offered by printing companies and gives people the ability to modify online templates of business cards and place orders.

The print company then prints off the required number and delivers to the customer. Click here for an example of a Web to Print web site.
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Business cards are printed documents that contain the business information of companies or individuals. They are usually printed on thick paper or card.

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Employees of the company carry the business cards around with them and hand them out to potential customer / clients.

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Business information found on the cards can include:
  • Company Logo
  • Type of Business (lawyer, financial services etc)
  • Business Address
  • Telephone Number
  • Email Address
  • Web site.
  • etc.....
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Business cards are small in size so they are easy to carry. Dimensions vary but in Europe they are sized 85mm wide and 55mm high.

Creating Business Cards:
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Business cards can be created in different ways including:
  • Desktop Publishing Software (such as Microsoft Publisher)
  • Web to Print (web sites that allow people to design their cards online)

Effects of business cards on company publicity:
Publicity Effects:
Good First Impression -
A well designed, professional looking business card will give potential customers / clients a good first impression of the business.

If the card looks professional, people will assume that you run your business to a high standard.
Can be used anywhere -
Business cards are not digital and so can be handed out and read anywhere.

For example - If you wanted to text a potential client your details using a mobile phone, you would be relying on having battery charge and network coverage.
 
Letterheads
Overview of Letterheads:
Examples:
Letterheads make printed letters
look more professional.
 
The same letter without a letterhead does not
give as good a first impression.
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Letterheads are found at the top of printed letters which are to be mailed to clients / customers.

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Letterheads make it clear to the reader of the letter which company sent it.

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Company information found on a letterhead usually includes :
  • Company Logo
  • Company Name
  • Address
  • Contact Details (email, phone number etc)

Effects of letterheads on company publicity:
Publicity Effects:
Professional Impression -
Letterheads make printed letters look more professional.

This gives readers a good impression of your company and the feeling of 'high-standards'.
Easy for clients to reply -
Letterheads often include contact details which makes it very easy for the reader of the letter to respond.

They can reply to the letter using the email address, business address or telephone number that are provided in the letterhead.
 
Flyers
Overview of Flyers:
Examples:
Flyers being distributed in New York 1973
A flyer promoting a special offer from a
design and printing company
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Flyers are normally printed onto single sheets of paper, 8 1/2" x 11" in size.

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Flyers are handed out directly to people and are used to promote things like new products, special offers, events, job vacancies etc.

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Flyers are cheap to produce and so can be handed out in large numbers.

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Information found on a flyer usually includes:
  • Company Logo
  • Information that we want to communicate (new products, price discounts, special events etc)
  • Contact Details (email, phone number, fax, address etc)

Effects of flyers on company publicity:
Publicity Effects:
Quick to spread information -
Flyers are very quick and easy to distribute. All you do is stand in a crowd and pass them out.

People can also pass their flyers onto friends and family.

This quickly spreads the information that you want people to read.
Target an exact audience -
It is easy to target the exact audience that you want to read the information on your flyers. You just need to hand the flyers out to the people who you are targeting and ignore the people who you are not targeting.

For example - if you want to promote your products to people in the 16 - 21 age range you would distribute your flyers in colleges and Universities.
Can be read anywhere -
Flyers are not digital and so can be handed out and read anywhere.

Your reader does not need a charged battery or Wi-Fi connection to read the contents of a flyer.
   
Brochures (Leaflets)
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Brochures / Leaflets are very similar in purpose and effect to flyers.

Examples:
Brochures are often left for people to
pick up voluntarily
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The only differences are that they are often folded into sections and instead of being handed out they are often left on counters for potential customers to pick up.

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The images below show examples of brochures.