Part II

Producing travel brochures we demonstrate the benefits which an organization has to offer. Many tourism products are not tangible. By describing them in print, brochures become the only 'evidence' of the product. These are some of the key reasons why we buy particular products:

o Price. It may be that something appears to offer value for money. Sometimes we buy more expensive products because we believe they will be better than cheaper ones or we like the image they convey.

o Health. Holidays are seen as healthy activities, offering the chance to relax. We buy some products because we think they are good for us.

o Social. This may be a chance to be together with friends or family, or simply a desire not to get left out. Some products are purchased because it becomes normal to have them, rather than for rational reasons.

o Status. Some products offer a chance to impress. Others are bought because they make a statement about the purchaser or make the purchaser feel good about them.

Questions:

1. What is AIDA principle?
2. How does it work for the brochures?
3. Why is it essential to understand the motives for buying?
4. What are the key reasons for buying?
5. Why are brochures an important promotional tool?
6. Summarize the text.

Making Brochure Work

Part I

When writing and designing brochures you will be more successful if you paint a picture of a key reader in your mind. It is easier to write better copy by imaging you are speaking to one typical reader. Bear in mind what their ages are, what their interests are, where they come from, if they are likely to be direct consumers or intermediaries such as travel agents or tour operators, if they are potential new clients or existing clients, if you need to persuade them to switch from another product or just that yours is a good one.

Remember the AIDA principle and think about each of the four stages and how they relate to brochures. Catch the reader's attention and get them to pick up the brochure. Make the reader open the first page. Make the reader keep reading the brochure until all the information is absorbed. The brochure must look interesting to the reader. The brochure must be interesting to the reader to keep their attention and should be easy to read and understand. You will need to make sure the reader distinguishes your product from others. The brochure should demonstrate why your product is good and should persuade the reader to agree that it is the only one for them. It should be easy to take action and easy to make a booking or buy.

Questions:

1. What should be considered when writing a brochure?

2. What questions should help you making brochure?

3. What are the ways of making your brochure work?

4. Why should the brochure be interesting?

5. What should your brochure demonstrate?

6. Summarize the text.