ABSTRACT
The technical director of a research association once said on one of my seminars, having made sure that the marketing director and managing director were listening, ‘there is no evidence that we have ever won a contract as a result of one of our glossy brochures, so we should stop wasting money on all this marketing nonsense and spend it on technical equipment instead’. Was he right? Was the money being spent on brochures indeed being wasted? This raises the whole question of the purpose of a brochure, or any other form of marketing communication.
