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A brochure is originally an
informative Information is an abstract concept that refers to that which has the power to inform. At the most fundamental level information pertains to the interpretation of that which may be sensed. Any natural process that is not completely random, ...
paper document (often also used for advertising) that can be folded into a template,
pamphlet A pamphlet is an unbound book (that is, without a hard cover or binding). Pamphlets may consist of a single sheet of paper that is printed on both sides and folded in half, in thirds, or in fourths, called a ''leaflet'' or it may consist of a ...
, or leaflet. A brochure can also be a set of related unfolded papers put into a pocket folder or packet or can be in digital format. Brochures are promotional documents, primarily used to introduce a
company A company, abbreviated as co., is a legal entity representing an association of people, whether natural, legal or a mixture of both, with a specific objective. Company members share a common purpose and unite to achieve specific, declared ...
,
organization An organization or organisation (Commonwealth English; see spelling differences), is an entity—such as a company, an institution, or an association—comprising one or more people and having a particular purpose. The word is derived f ...
, products or services and inform prospective customers or members of the public of the benefits. A brochure is a corporate marketing instrument used to promote a product or service offering. It is a tool that is used to circulate information about the product or service. A brochure is like a magazine but with pictures of the product or the service which the brand is promoting. Depending on various aspects, there are different types of brochures, namely – Gate Fold Brochure, Fold Brochure, Trifold Brochure, and Z-Fold Brochure. Brochures are distributed in many different ways: as newspaper inserts, handed out personally, by mail or placed in brochure racks in high traffic locations especially in tourist precincts. They may be considered as
grey literature Grey literature (or gray literature) is materials and research produced by organizations outside of the traditional commercial or academic publishing and distribution channels. Common grey literature publication types include reports ( annual, r ...
. A brochure is usually folded and only includes summary information that is promotional in character.


Description

A brochure is usually folded and only includes summary information that is promotional in character. A booklet is usually several sheets of paper with a card stock cover and bound with staples, string, or plastic binding. In contrast, a single piece of unfolded paper is usually called an insert, flyer or bulletin.


Varieties

Brochures available in electronic format are called ''e-brochures''. This format has the added benefit of unlimited distribution and cost savings when compared to traditional paper brochures. The most common types of single-sheet brochures are the ''bi-fold'' (a single sheet printed on both sides and folded into halves) and the ''tri-fold'' (the same, but folded into thirds). A bi-fold brochure results in four panels (two panels on each side), while a tri-fold results in six panels (three panels on each side). Other brochure fold arrangements are possible: the accordion or "z-fold" method, the "c-fold" method, etc. Larger sheets, such as those with detailed maps or expansive photo spreads, are folded into four, five, or six panels. Booklet brochures are made of multiple sheets most often saddle-stitched, stapled on the creased edge, or perfect bound like a paperback book, and result in eight or more panels.


Printing

Brochures are often printed using four-color process on thick, glossy paper to give an impression of quality. Businesses may print small quantities of brochures on a
computer printer In computing, a printer is a peripheral machine which makes a persistent representation of graphics or text, usually on paper. While most output is human-readable, bar code printers are an example of an expanded use for printers. Diffe ...
or on a digital printer, but
offset printing Offset printing is a common printing technique in which the inked image is transferred (or "offset") from a plate to a rubber blanket and then to the printing surface. When used in combination with the lithographic process, which is based on ...
turns out higher quantities at a lower cost per item. Compared with a flyer, a brochure usually uses higher-quality paper, more color, and is folded.


Marketing brochure

The term "marketing brochure" refers to a small document, or
pamphlet A pamphlet is an unbound book (that is, without a hard cover or binding). Pamphlets may consist of a single sheet of paper that is printed on both sides and folded in half, in thirds, or in fourths, called a ''leaflet'' or it may consist of a ...
, which describes and promotes various products or services to be
marketed Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...
. Some companies have developed computer printing
software Software is a set of computer programs and associated documentation and data. This is in contrast to hardware, from which the system is built and which actually performs the work. At the lowest programming level, executable code consist ...
to generate marketing brochures, which might be available for use at a
public library A public library is a library that is accessible by the general public and is usually funded from public sources, such as taxes. It is operated by librarians and library paraprofessionals, who are also civil servants. There are five fundamen ...
. However, it is common for a company to have a marketing brochure prepared by a professional printing company (or department) which has experience in creating such documents. As compared to a flyer or a handbill, a printed brochure usually has higher-quality paper and more color, and is folded or stapled at the seam. Because the goal of a marketing brochure is typically to assist in
sales Sales are activities related to selling or the number of goods sold in a given targeted time period. The delivery of a service for a cost is also considered a sale. The seller, or the provider of the goods or services, completes a sale in r ...
or distribution of products and services, the wording in the brochure is often very positive, with "glowing terms" to describe the features and benefits being offered. It is unlikely for a marketing brochure to list major complaints customers have stated about the products, in an effort to avoid any negative aspects about those products or services. The focus is typically on
persuasion Persuasion or persuasion arts is an umbrella term for influence. Persuasion can influence a person's beliefs, attitudes, intentions, motivations, or behaviours. Persuasion is studied in many disciplines. Rhetoric studies modes of persua ...
, to encourage people to want to obtain the items being described in the brochure. The term "marketing brochure" dates back many decades, such as for advertising new automobile features of the 1955 Ford Thunderbird.


See also

*
Executive summary An executive summary (or management summary, sometimes also called speed read) is a short document or section of a document produced for business purposes. It summarizes a longer report or proposal or a group of related reports in such a way tha ...
– a document or section which summaries features or issues for top executives *
Propaganda Propaganda is communication that is primarily used to influence or persuade an audience to further an agenda, which may not be objective and may be selectively presenting facts to encourage a particular synthesis or perception, or using loaded ...


References

{{Authority control Advertising publications by format Grey literature Promotion and marketing communications