APR 332 Lecture Notes - Lecture 7: Product Sample

• School: University of Alabama
• Department: Advertising and Public Relations
• Course: APR 332
• Professor: Sims

Document Summary

Unsolicited, persuasive message sent to [target public] on a mailing list. Reach is a different thing from control of message. Pr purposes: raise money, identify new donors/volunteers/members, educate recipients about a new program or service. Disadvantages: junk mail image (can send it, but can"t make them read it, can be costly to produce if it"s printed. Flier: mini-poster used for announcements, printed on one side, typically, intended for bulletin boards or hand delivery, simple design, concise copy, not copy heavy. Printed direct mail package: outer envelope (storefront, one consistent item is some type of letter (proposal/letter/request, reply card/envelope, brochure (highlights via visual representation): optional, other teasers (coupon, gift, product sample): optional. Highlights of a product, issue, cause, need or event. Typically one sheet of paper, folded into panels. Panel 1: front cover should invite reader into the piece " contains logo, headline/image; most-read panel *on exam. Panel 2: presents stand-alone message (key selling point, compelling story, testimonial); second most-read panel.