57 In the past, flyers would usually promote events, night clubs, and music gigs, whereas leaflets would give information or advertising for political parties. In the UK, both flyers and leaflets also called throwaways are VAT exempt. How many pages can a booklet have? FLYERS, LEAFLETS, BROCHURES, AND BOOKLETS Useful advertising tools that exploit the press are leaflets, flyers, brochures, and booklets. They all intend to communicate information to an audience, but they differ in their format, size, and intended purpose. Flyers Flyers are single, unbound and unfolded sheets, single or double-sided, with different dimensions. Bold headlines, striking visuals, and a clear call to action are essential. Their quality is not excellent because they are meant to be distributed in very large quantities, therefore their cost is relatively low. They work best for localised, one-time events and promotions and they must attract the attention in a very short time span, before they are thrown away. Leaflets Leaflets are similar to flyers in that they are single unfolded sheets, either single or double-sided, but they are of superior quality and, though distributed in large quantities and still quite inexpensive, they tend to be kept longer and stored in popular venues. They use visuals and headings to break up text and maintain reader interest. They are usually used for information that has a slightly longer shelf life. binding: rilegato cardstock: cartoncino exempt: esente stapled: pinzato unbound: non rilegato unfolded: non piegato 138 Layout Brochures Brochures always have folds; they may have different sizes and shapes, and sometimes they are stapled. They are meant to be given out only to people who show a certain degree of interest in the company, product or brand, therefore an increased financial investment is justified to produce a three-dimensional product that allows for more creativity. They typically have more pictures than words and are commonly used for giving a variety of information about a company, an event, a campaign, a product, or a service. Because they are to be more frequently handled, they are generally printed on more durable paper or cardstock. Booklets Booklets are flat and do not have folds, however they are bound and consist of more pages . Typography plays a significant role in making the large amounts of text they contain accessible. The binding type with higher page counts is more common. They are intended to be durable and are therefore more expensive, that s why they are used for giving more in-depth information about a company and its products and services.