Advertising is everywhere, from product placement on television, to brand awareness campaigns out on the streets. The marketing industry is one of the major industries responsible for employment within the UK and has a diverse range of careers within its structure. To understand the value of marketing on employment levels, it is necessary to understand the effect of marketing on trading practices. Leaflet distribution, for example, is a form of marketing that utilises the skills and services across a broad range. The need for leaflet distribution lies in the necessity to advertise an event, a product or a service to a target audience. For the company or business, although they know the demographic that they are aiming for, they are not equipped to get the message to them, and therefore enlist the services of marketing professionals. Door to door leaflet distribution cannot differentiate between which homes will be interested in a product, and therefore, must compete for attention once through the letterbox. To do this, the design of the leaflet must be appropriate to the product and enticing to the customer. For maximum results, the correct imagery, colours, font and information would have been chosen to make the product or service desirable to the potential customer. To ensure this has been done to the greatest effect, the marketing professionals will enlist the advice of graphic designers. This ensures the concept is translated into a visual form that can sell with success; a sleek design with high quality graphics has a good chance of competing against other high end marketing messages, and a few versions of an idea will be sent to the marketing agency for approval. Once the designs have been chosen, the text will be added using tricks of the trade that are likely to get a customer interested. Next the leaflet design has to be produced in a hard copy format, at which point the services of a printing services professional is needed. High volumes of high quality leaflets require specialist services that use the latest printers available on the market. Once the leaflets have been printed up, they require distribution. This has two stages; firstly, the consignment of leaflets that have been printed need delivering to a distribution centre to then be split up into smaller units and taken to the relevant areas. The decisions on where to target the marketing is taken by a distribution specialist based on parameters such as parish boundaries, postcodes and constituencies among many other options. One delivered to a local distribution centre, the leaflets will either be inserted into newspapers or magazines, or delivered by hand door to door. The person that finally posts the leaflet through the letterbox is the last in the line of a marketing chain to get a product to a person. Whether the person then uses the leaflet to decide to make a purchase, or place it straight in the recycling bin is then out of the hands of all involved. The success of this method of marketing incorporates designing, strategic planning, logistics, printing and delivering. When considering the number of products on the market, it is easy to understand how advertising can be the backbone of a countries economy.
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