2.4 BUSINESS LITERATURE FLYERS, LEAFLETS, BROCHURES AND BOOKLETS In the past, flyers would usually promote events, night clubs, and music gigs, whereas leaflets would generally give information or advertising for political parties. Useful promotional tools that exploit the press are leaflets, flyers, brochures, booklets, and catalogues. They are all intended to communicate information to an audience, and different shapes and styles are used to do so in the best way. Flyers and leaflets In the UK, both flyers and leaflets also called throwaways are VAT exempt. How many pages can a booklet have? A flyer is usually a single, unbound and unfolded sheet of paper single or double-sided which is quite cheap to make. Its quality is not excellent, but as it does not take up much room, it can be placed in between other pages or material. It is used to catch the attention of potential customers and focus on one simple, short message, such as the announcement of promotions, offers, new store openings, or new products. It does not generally include many coloured pictures, if any at all. A leaflet is similar to a flyer, in that it is a single unfolded sheet, either single or double-sided, but it is of superior quality and, though still distributed in large quantities and quite inexpensive, it is generally used for more detailed information with a slightly longer shelf-life. Again, pictures are scarce or black and white. (un)bound: (non) rilegato cardstock: cartoncino exempt: esente to handle: maneggiare shelf-life: vita sullo scaffale to staple: pinzare throwaway: usa e getta 146 GettinG to work Brochures, booklets and catalogues A brochure is a folded single or multipage printed sheet (which can be stapled) that gives more information and is more specialised than flyers or leaflets. It is meant for people who show a degree of interest in a company, product or brand, so an increased financial investment is justified to produce a three-dimensional product that allows for more creativity, even in its shape and size. It typically has more pictures than words and is commonly used for giving a variety of information about a company, an event, a campaign, a product or a service. Because it is to be more frequently handled, it is generally printed on more durable paper or cardstock. A booklet is a small thin book where the pages are bound and not folded. It is intended to be durable and is therefore more expensive, which is why it is used for giving more indepth information (text and pictures) about a company and its goods or services. A catalogue is a bound booklet (sometimes much longer, though) containing a list of details and pictures of items being offered for sale, put in alphabetical or other system of order. There may be illustrations of items, with notes giving details. Its aim is to provide an accurate and extensive display of all the goods or services a company can offer.