BIBLIOGRAPHY FORONDA, RODELYN Q....
BIBLIOGRAPHY
FORONDA, RODELYN Q. APRIL 2010.Development and Evaluation of La
Trinidad Organic Practitioner (LaTOP) Brochure. Benguet State University, La Trinidad
Benguet.
Adviser: Filmore Y. Awas, MDevCom
ABSTRACT
The study was conducted to develop and evaluate brochure that can be used by
LaTOp in La Trinidad, Benguet.
Specifically, it aimed to determine the socio-demographic profile of the
respondents; determine the elements to be considered in preparing the LaTOP brochure;
assess the ratings of the respondents about the material in terms of clarity, readability,
content and layout; determine the perceived importance on the developed brochure in
marketing organic products; and to determine the respondents’ recommendation for the
improvement of the material.
The respondents of the study were composed of more males and most of them
were married. The age of the respondents ranges from 21-72. More than half of the
respondents were farmers and mostly reached high school level.
The evaluation of the material was based in terms of the brochure size, layout,
content, graphics and clarity of the message as well as the readability.
There were five elements considered in preparing LaTOP brochure as follows:
color, content, size, typography and picture. The readability of the brochure had a
gunning fog index of 15.1 that falls under average and can be understood by the junior
level in high school.
Findings on the evaluation of the developed brochure show that the developed
brochure was rated over-all as good. The size of the brochure was preferred by the
respondents; letters used were readable, legible and easily understood as said by the
respondents; the contents of the brochure were significant for the respondents; the
pictures used were appropriate and the message was clear as well as the language used.
Moreover, the number one perceived importance of the material
was it educates farmers about the categories of certification. They also said that the
material also gives information to the consumers about the LaTOP products.
It is recommended that a final brochure incorporating all the suggestions and
recommendations of the clients should be created and be distributed by the organization.
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TABLE OF CONTENTS
Page
Bibliography……………………………………………………………………… i
Abstract ………………………………………………………………………….. i
Table of Contents ………………………………………………………………… iii
INTRODUCTION
Rationale ……………….………………………………………………… 1
Statement of the Problem ………………………………………………… 2
Objectives of the Study ………………………………………………….. 3
Importance of the Study …………………………………………………. 3
Scope and Limitation of the Study …………………………..…………… 4
REVIEW OF LITERATURE
Socio-Demographic Profile …………………………….……………...… 5
Elements of Layout ………………………………………………………. 5
Evaluating
Communication
Materials ……………………………………. 6
Importance of Communication Materials ………………………………… 7
Use of Communication Materials in Marketing ………………….………. 9
Importance of Brochures …………………………………….…………… 10
Page
METHODOLOGY
Locale and Time of the Study …………………………………………… 12
Respondents of the Study ………………………………………………... 14
Data Collection ………………………………………………………….. 14
iii
Data Gathered …………………………………….……………………… 14
Data Analysis ……………………………………………………………. 15
RESULTS AND DISCUSSION
Socio-Demographic Profile of the Respondents…………………………. 16
Description of the Developed Brochure ………………………………….. 16
Elements Considered in the
Preparation of LaTOP Brochure ………………………………………… 18
Readability of the Developed Brochure ………………………………….. 21
Evaluation of the LaTOP Brochure ……………………………………… 22
Perceived Importance from the Developed Brochure ……………………. 25
Over-all Rating of the Developed Brochure ……………………………… 27
Respondents’ Recommendations ………………………………………… 27
SUMMARY, CONCLUSIONS AND RECEMMENDATIONS
Summary ………………………………………………………………… 29
Conclusions……………………………………………………………….. 30
Recommendations ……………………………………………………….. 31
LITERATURE CITED ………………………………………………………….. 32
APPENDICES
A. Survey Questionnaire…………………. …………………………….. 34
B. Summary of the over-all rating ……………………………………..
37
C. Communication Letter ………………………………………………. 38
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INTRODUCTION
Rationale
Effective communication is usually the result of a careful selection of the
appropriate medium or combination of media available. This is to ensure the transmission
of message from one source to another by the use of form or illustration that seems
desirable.
Communication (Barker and Gaut, 2002) can be described as social process that
uses symbols, languages, and other such means to bring about inter-exchange of thought
and meaning between among individuals and groups for better understanding and
relationships.
Likewise, Michelsen (2003) described communication as a process of transmitting
and receiving symbolic cues, both verbal and non-verbal. It is described as essentially
factors for development, taking into account its dynamism and influence (Udenta, 1998)
as cited by Dango (2009).
Consequently, in Benguet, La Trinidad Organic Practitioner is the first locally
formed certification and quality standard group in Cordillera. It has four market outlets
for its organic products in La Trinidad and Baguio City.
Also, it aims to provide an alternative livelihood for the vegetable farmers in the
Cordillera and meet customers’ clamour for safe vegetable.
According to Tan (2000), as cited by Macaroy (2007), “the most important factor
that will ensure the success of organic farming is marketing. Market development also
Development and Evaluation of La Trinidad Organic Practitioner
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relies on consumer awareness and confidence in the organic products and this can be
secured only with effective information campaign and certification programmer”.
On the other hand, selecting the most appropriate medium will also ensure the
effectiveness of information. A brochure is a material that contains details about a
company’s products and services. It is also essential to have effective brochure to
increase profitability and should be perfect masterpiece containing attractive visuals and
good contents (Schurenberg, 2001).
The organic farmers have proven to the world that their farming system is
distinguishable from other agricultural systems. It is competitive and provides products of
good quality (PCARRD, 2000).
However, according to Ms. Abigail Cadias, LaTOP manager, the production of
IEC materials like leaflets, manuals and brochures of LaTOP has been already stopped
because some of their staffs are busy and they cannot continue to produce the materials.
Cadias added that based on their assessment on appropriate IEC material they
need to produce; brochure was the leading in terms of their audience’s preference. Also,
according to her, a brochure can contain the organization’s Internal Guarantee System or
Internal Control system for their organic products needed by their consumers.
Given this information, there is a need to develop and evaluate a new brochure for
the said organization. This is also important to determine the effectiveness of the material
including the problems encountered in producing the said communication materials.
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Statement of the Problem
This study aimed to obtain data and information on development and evaluation
of brochure that can be used by LaTOP in La Trinidad, Benguet.
Specifically, it tried to answer the following questions:
1. What is the socio-demographic profile of the respondents?
2. What are the elements to be considered in preparing the LaTOP brochure?
3. What are the ratings of the respondents about the material in terms of clarity,
readability, content and layout?
4. What is the perceived importance of the developed material in marketing organic
products?
5. What are the respondent’s recommendations for the improvement of the material?
Objectives of the Study
The general objective of the study was to produce or develop and evaluate
brochure that can be used by LaTOP in La Trinidad, Benguet.
Specifically, it aimed to:
1. determine the socio-demographic profile of the respondents;
2. determine the elements to be considered in preparing the LaTOP brochure;
3. assess the ratings of the respondents about the material in terms of clarity,
readability, content and layout;
4. determine the perceived importance of the developed material in marketing
organic products; and
5. determine the respondent’s recommendations for the improvement of the material.
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Importance of the Study
The result of the study can lead to the improvement of the communication
materials, particularly a brochure, which can be used by LaTOP in disseminating
information about their organic products. It will also find out ways in determining the
difficulties and problems encountered in developing communication materials.
It may be important to LaTOP to know the results of the evaluation of the
developed brochure to help them determine the factors to be considered in making a
material for their organic products.
Moreover, the result of the study could be used to generate information that will
serve as a reference to the other researchers and students who wish to conduct further
researches related to the topic.
Scope and Limitation of the Study
This study was limited on development and evaluation of communication
materials particularly on brochure that can be used by LaTOP in marketing their organic
products in La Trinidad, Benguet.
Moreover, the study focused on the ratings and evaluation of the respondents to
the brochure according to content, layout, color and graphics. On the other hand,
accuracy was not included since the content of the developed brochure came from the
experts of LaTOP.
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REVIEW OF LITERATURE
Socio-Demographic Profile
Demographics or demographic data are the characteristics of a population as used
in government, marketing or opinion research, or the demographic profiles used in such
research. The commonly-used demographics include sex, race, age, income, disabilities,
educational attainment, home ownership, employment status, and even location.
Distributions of values within a demographic variable, and across households, are both of
interest, as well as trends over time (Klauke, 2000).
Likewise, demographics are frequently used in economic and marketing research.
It is important to distinguish between demographics and psychographics. Demographic
profiling is essentially an exercise in making generalizations about groups of people. As
with all such generalizations many individuals within these groups will not conform to
the profile - demographic information is aggregate and probabilistic information about
groups, not about specific individuals (Wikipedia, 2009).
Elements of Layout
Layout is concerned with how words and images are organized on the page. The
purpose of graphic design material is to communicate ideas, messages, visual statements
and occasionally, pure aesthetics (Swann, 1987).
Brochure is commonly used tool for public relation. Companies and organizations
produce brochures to introduce, show or sell products, or to educate, promote or persuade
people to do something (Schurenberg, 2001).
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Likewise, a brochure (Austin and Doust, 2007) must show and tell its story in a
clear and interesting way, and contains all the information necessary for the reader to
make a decision.
However, according to Siebert and Ballard (1992), the brochure design should
contain the following elements:
Unity. It should be unified throughout. Use the same design elements, typefaces
and styles. Also the same grid on each page, but vary the layout.
Image. Have an inviting image or headline on the cover to draw the reader inside.
Eye movement. Have the information and image arranged so it is easily
understood. People read from top to bottom of the page.
Size. It should be sized to best suit its purpose. It should easily fit into an envelope
for mailing or into a file folder if the client wants the recipients to keep it.
Balance. Have a careful and functional arrangement of its parts so the reader can
move through it is an orderly fashion and understands what’s being read.
Color. When considering the choice of colors pay a special attention to its
readability. Some colors may prove inappropriate or unreadable. It is also the ultimate
tool for symbolic communication.
Evaluating Communication Strategies
Information is essential to the researcher or practitioners responsible for the
communication activities, to the partners involved, and the community groups involved,
to help them along the way in completing their project, and to recognize, at the end of the
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activities, the results that have been achieved as well as the lessons that can be learned for
the future (IRDC, 1991) as cited by Bolona (2008).
Leaflet-type of open letter or postcard, designed to be handed out to people, either
by hand, by post inserted in local newspapers for distribution, left in venues, shops,
restaurants, cafes, libraries, or anywhere they will catch a person’s eye. Leaflets are for
delivering useful, reusable information. The size and shape of the leaflet is a major factor
in its success (Christian Aid, 2007) as cited by Manzano (2008).
Poster- an informative, often decorative way to attract attention to the information
it contains. A poster is a bill or placard usually displayed in a public place. It is often
decorated with designs or illustrations (SIL International, 1999) as cited by Manzano
(2008).
Importance of Communication Materials
There are a number of sequential steps in the process by which a person adopts
innovation such as new farming method. First, awareness of the innovation must occur,
and the next, interest must be developed and information obtained. Third, this
information must be evaluated for its usefulness, and fourth, the person may tryout the
innovation in his own situation. If this proves successful, full-scale and continuing
adoption may follow (Rogers, 1962) as cited by Lomiwes (2007).
The media are unshakably a part of everyday life in our culture. It has an
extensive presence in our society (Anderson, 1988) as cited by Abag (2005). In addition,
the mass media are the most effective means of disseminating information in a short
period of time.
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According to Oskamp (1997), print media (books, magazines, and newspapers)
allow readers to determine the time and pace of their exposure and also permit easy
reexposure if desired. Research suggest that print media produce better comprehension
and retention of complex material then other media, but this advantage does not hold for
simple material. The broadcast media (radio and television) now reach nearly everyone in
the industrialized nations, including groups as the aged, young children, and people with
low education, who are not easily reached by other media and who maybe more
persuasible. The visual media (television and films) are considered to be uniquely
effective because of the “you are there” immediacy conferred by their visual nature. As a
result, they typically receive more complete attention than other media, particularly from
children.
De Leon (2000) stated in another level, the media keep the country updated with
the latest and appropriate communication structures and communication technology
prevalent in globalize world system as useful instrument in developing our economy,
society, culture, and politics, among others.
The compilation and analysis of the information and communication material is
based on users and category of materials. Uses have been classified into NGOs, trainors,
policy makers, SHG leaders, etc. while categories of materials have been grouped as
books, films, reports, papers, etc. communication materials are used to carry out various
activities required at different stages of the micro-finance operations. It therefore relates
to the task effectiveness and outcome expected to be achieved during this process, and
how effectively it is being done or can be done (Anonymous, 2008).
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As Manzano (2008) cited that the need of the communication materials and
correspondingly the materials collected these can be grouped into the following
categories.
Comprehensibility- dependent on two important cognitive abilities; understanding
of language and understanding of event sequences.
Use of Communication Materials in Marketing
Marketing is the process by which sellers find buyers and by which services move
from producers to consumers. The use of communication facilities (Kimpa-oy, 2001) can
affect the marketing practices, it can enhance the said activities and it can also give
problems to the users specifically the farmers.
As Kimpa-oy cited (2001) that the mass media is a powerful tool. Thus, the use of
communication facilities like radio, television and printed materials are effective agent of
social change particularly in the marketing aspect.
Studies have established that communication is more effective when more than
one sense at a time is engaged. This means that the more media are employed, the
greater is the possibility of the massages to reach the people and influence them. Thus, a
combination of interpersonal and mass communication are often used (IRRI, 1991) as
cited by Bolona (2008).
The purpose of media campaign is to reach a new group of consumers who are
less influence by idealistic purchasing motives and more by quality and range of
products. In addition, good communication can make it clear to the consumer why the
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price is higher for organic products so that the consumer will be prepared to pay more
(Kimpa-oy, 2001).
Importance of Brochures
Brochure is a small booklet or pamphlet, often containing promotional material or
product information.
Brochures are excellent marketing tools intended to promote new products and
services, build a company’s image, or give any kind of information. Brochures are
graphic pieces that reach existing and potential customers’ hands as a faithful
representation of your company. The quality of the paper, the definition of pictures, the
colors, the finishes, and folds are fundamental aspects since they will determine, in your
customers’ minds, the quality of your company (Swann, 1987).
In addition a brochure that enjoys an excellent design and printing level will have
great impact on a large amount of people, who will actually keep it.
According to Marcus (2008) there are different types of brochure: flyers, bifolds
and trifolds.
Flyers or leaflets. Flyers are sheets of paper intended to promote a company’s
products and services, especially offers. They are targeted at a mass audience, and are
generally distributed on the street, at special events or by mail. Flyers are generally small-
sized pieces that are as small as or smaller than a letter sheet (8.5’’x 11’’).
Bifolds. The main characteristic of these brochures is that they are folded in two,
producing four panels or faces (a front panel, two inner panels, and a back panel).
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Generally, this is obtained when folding a double letter sheet or a single letter
sheet, producing 8.5’’x 11’’ o 5.5’’ x 8.5’’ panels, respectively.
The front panel should be attractive and striking so as to encourage consumers to
keep reading the content in the inner panels. The back panel is usually used to give the
company’s contact information (telephone numbers, email addresses, website, street
address, opening hours, etc.) Unlike flyers, bifolds can include more information about
corporate activities.
Trifolds. Trifolds are brochures obtained from folding a sheet of paper in three,
which forms six panels or faces: three outer panels and three inner panels. The average
size of an open trifold is a letter sheet, 8.5’’x 11’’ (3.67’’ x 8.5’’ each panel). There are
bigger trifolds (double or triple letter) which can cause greater visual impact.
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METHODOLOGY
Locale and Time of the Study
La Trinidad is a 1st class municipality in the province of Benguet, Philippines. It is
the capital municipality of Benguet (Figure 1).
Also, the LaTOP office is located in La Trinidad where its first operation started.
It aims to provide alternative livelihood for vegetables farmers in the Cordillera and meet
customers clamour for safe vegetables.
Likewise, La Trinidad is located 5 km north of Baguio City and is 256 km north
of Manila. It is bounded on the north by the municipality of Tublay, on the south by
Baguio, and on the west by Sablan and Tuba.
It is subdivided into 16 barangays namely, Alapang, Alno, Ambiong, Bahong,
Balili, Beckel, Bineng, Betag, Cruz, Lubas, Pico, Poblacion, Puguis, Shilan, Tawang and
Wangal.
The municipality has a land area of 8273.80 hectares, representing 3.16% of the
provincial land area. The terrain is generally mountainous with springs, rivers and creeks.
La Trinidad's valley floor elevation is at 1300 meters above sea level. Elevation ranges
from 500 to 1700 meters above sea level.
Because of its temperate climate and high altitude, Benguet is an ideal place for
producing vegetables.
This area was chosen because of its suitability for the study. The study was
conducted from December 2009 to January 2010.
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Figure 1. Map of Benguet showing the locale of the study
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Respondents of the Study
The researcher needed a preliminary evaluation from the personnel of the La
Trinidad Organic Practitioner (LaTOP) to ensure the effectives of the material. On the
other hand, there were 30 respondents of the study who were chosen purposively to
evaluate the developed material. The main criteria in the selection of the respondents
should be a beneficiaries or consumers of LaTOP, and a farmer.
Data Collection
The data were collected through personal interviews and survey questionnaires
that were floated to the respondents.
Likewise, the phase I of the study was the production or development of the
brochure. The researcher was the one who developed the brochure, planned the designing
elements, and the color schemes using a trifolded brochure printed in a glossy paper.
Also, the size of the paper was 9”x12”.
For the phase II of the study, the data gathered were based on the evaluation of
the developed material according to its layout, content and readability.
Data Gathered
The data gathered include the socio-demographic profile of the respondents,
evaluation on the developed brochure and recommendations for the improvement and
ensure effectiveness of the material.
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Data Analysis
The data gathered from the selected respondents were analyzed, tabulated and
interpreted using descriptive statistics such as frequency distribution, percentage and
ranking. Also, for the mean of the over-all rating of the brochure, this formula was used:
Mean: µ=∑(fX)
(∑f).
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RESULTS AND DISCUSSION
Socio-Demographic Profile of the Respondents
Table 1 shows the socio-demographic profile of the 30 respondents who were
beneficiaries and consumers of LaTOP. The table presents their age, sex, civil status,
educational attainment and occupation. Forty six percent or 14 respondents belonged to
age bracket 31-51 years, while 30% or nine respondents belonged to age bracket 20-35
years. There were more male (53%) than female (47%) respondents and most of them
were married (77%).
For the educational attainment, 50% of the respondents reached high school, 40%
reached college and 10% reached elementary. Results show that majority of the
respondents have had education and literate enough to understand and read English
language.
In terms of occupation, 67% of the respondents were farmers who practice
organic farming; 20% were LaTOP workers and 13% were housewives. All of the
respondents were from the different municipalities of Benguet who can speak
Kankanaey, Ibaloi and Ilocano.
Description of the Developed Brochure
The size of the brochure was 9”x12” and it uses a special kind of paper. Topics
were on production practice and strategies, LaTOP crop production, categories of
certification, and LaTOP products. The contents of the developed brochure were based
from the manual of LaTOP that was given by Ms. Abigail Cadias, LaTOP manager.
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Table 1. Socio-demographic profile of the respondents
CHARACTERISTICS
FREQUENCY (N=30)
PERCENTAGE
Age
20-35
9
30.00
36-51
14
46.66
52-67
6
20.00
67-75
1
3.33
Total
30
100.00
Sex
Male
16
53
Female
14
47
Total
30
100
Civil Status
Married
23
77
Single
7
13
Total
30
100
Educational Attainment
Elementary
3
10
High
School
15
50
College 12
40
Total
30
100
Occupation
Farmer
20
67
Housewife
4
13
LaTOP
worker
6
20
Total
30
100
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Photographs that were presented were some of the LaTOP products, compost and the
greenhouse.
The front page of the brochure contained the logo of LaTOP, and the group’s
address. It also has a picture of a Benguet cloth (g-string) that gave an accent to the place,
and a picture of lettuce (Figure 2).
Elements Considered in the
Preparation of LaTOP Brochure
There are five elements considered in the preparation of the LaTOp brochure as
follows: color, content, size, typography and pictures.
The colors that were used in making the brochure are blue, green and white that
complimented with the logo of LaTOP.
The content of the developed brochure was more on the production practice and
strategies of LaTOP, the seven reasons why consumers should buy LaTOp products, and
the categories of certification for the individual farmers (Figure 3). The content was
properly identified to determine the purpose of the material and the target audience.
The size of developed brochure is 9” x12” which is a three-fold. The font styles
used were Times New Romans, Viner Hand and Calibri while the fonts size used are 11
for the body text and 24 for the headings.
As to the pictures used in the developed brochure, the pictures were mostly the
products of LaTop: fruits and vegetables and the processed products like vegetable
noodles and honey. The researcher considered pictures as an important element in the
design because according to Siebert and Ballard (1992), pictures can catch or draw
readers’ attention inside.
Development and Evaluation of La Trinidad Organic Practitioner
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Figure 2. Front page (reduced form) of the developed brochure
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Figure 3. Inside page (reduced form) of the developed brochure
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The researcher based the procedure and elements to be considered in developing
the material to what Swann (1987) emphasized that the first thing in brochure making is
deciding its size and shape. After which, plan the designing elements and the color
schemes because a quality brochure with the proper color scheme will prompt the reader
to take his time out and read.
Readability of the Brochure
The respondents said that the letters used in the developed brochure was readable
because the letters were clear and the font styles were easily understood. However, some
of the respondents said that font color should contrast the background color of the
material. This result supports the statement of Rogers (2000) as cited by Bolona (2008)
that font color maybe even more determinant of the readability rather than Font size.
In addition, to facilitate the developed brochure readability, the website:
http://www.online-utility.org/english/readability_test_and_improve.jsp was used. The
researcher selected a paragraph particularly on ‘About LaTOP’ and ‘LaTOP Production
Practices’ from the content of the material and entered in the site. The site automatically
computed for the readability of the material using the gunning fog index formula.
As to the fog index, the developed brochure had a readability range of 15.1 that
falls under average and can be understood by a junior level in high school. This means
that the content of the brochure was understood by the farmers since the content talks
about farming practices.
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Evaluation of the LaTOP Brochure
Tables 2, 3, 4, 5 and 6 show the evaluation or ratings of the respondents on the
developed brochure for the LaTOP as to its size, layout, content, graphics and clarity of
the message.
Brochure size. Majority (53.33%) of the respondents rated the size of the
developed brochure as “excellent” while some (46.67%) rated its size as “good”. This
means that the size of the developed brochure was appropriate for the respondents.
Layout. The respondents rated the layout of the developed brochure as to its
layout in terms of the color contrast (60%), white space (47%), font size (60%) and font
style (47%) as “good” while the rating as to the font color (50%) and heading (57%) were
excellent. This shows that the layout of the brochure was “good” in terms of its color
contrast, white space, font style, and font size; while the heading and font color were
rated as “excellent” as shown in the Table 3.
The respondents commented that the font color should not compliment the
background color but rather contrast the background. This supports the statement of
Swann (1987) that layout should be concerned with how words and images are organized
on the page.
As cited by Bolona (2008), font color may be an even more important determinant
of readability than font size.
Content. Table 4 shows that almost (60%) more than half of the respondents rated
the content of the developed brochure as to the organization of the content as excellent;
as well as the significance (63%), and the clarity and conciseness (57%) were rated as
excellent.
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Table 2. Respondents’ evaluation of brochure as to its size
RATINGS FREQUENCY (N=30) PERCENTAGE
Brochure Size
Excellent
16
53.33
Good
14
46.67
Total 30
100
Table 3. Respondents’ evaluation of brochure as to its layout
PERCENTAGE
CRITERIA
EXCELLENT GOOD AVERAGE FAIR TOTAL
Layout
Color contrast
30
60
6.67 3.33
100
White space
33 47
16.67
3.33
100
Font Size
27
60
13
0
100
Font Style
40
47
13
0
100
Font Color
50
43
0
7
100
Heading
57
33.33
3.33
0
100
This shows that the content of the brochure were important for the respondents
especially for the farmers who wanted to know the categories of certification of LaTOP.
Legibility. Majority (60%) of the respondents rated the legibility of the developed
brochure as excellent; 30% rated it as good. The respondents said that font size is enough
to be read. This implies that the font size used was appropriate for the audience.
Development and Evaluation of La Trinidad Organic Practitioner
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Table 4. Respondents’ evaluation of brochure as to its content
PERCENTAGE
CRITERIA
EXCELLENT GOOD
AVERAGE FAIR TOTAL
Content
Organized
60
33.33
3.33
3.33
100
Significant
63
33.33
3.33
0
100
Clear and Concise 57
33
10
0
100
Table 5. Respondents’ evaluation of brochure as to its graphics
PERCENTAGE
CRITERIA
EXCELLENT
GOOD
AVERAGE TOTAL
Graphics
Appearance
47
50
3
100
Design
37
53
10
100
Appropriateness
37
53
10
100
Size
30
63
7
100
Number
20
67
13
100
This corroborates the statement of Bringhurst (2002) that legibility is also
important to select a typeface with appropriate clarity of design for the intended use at the
intended size because poorly designed fonts and those that are too tightly or loosely fitted
can also result in poor legibility.
Pictures. Table 5 shows the respondents’ ratings on graphics in terms of its
appearance (50%), design (53%), appearance (53%), size (63%) and number (67%) as
good. The respondents suggested that pictures placed in the front cover should be
varieties of vegetables and LaTOP products.
Development and Evaluation of La Trinidad Organic Practitioner
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Table 6. Respondents’ evaluation of brochure as to the clarity of message
PERCENTAGE
CRITERIA
EXCELLENT
GOOD AVERAGE TOTAL
Clarity of message
Language used
60
30
10
100
Simplicity of words
63
33
3
100
Their response supports the statement of Siebert and Ballard (1992) that a
brochure design should have an inviting image to draw the reader inside.
Clarity of the message. Table 6 shows that majority (60%) of the respondents
rated the clarity of the message in terms of the language used and simplicity of words
(63%) as excellent. This shows that the respondents understood the content of the
material because of the language used and simplicity of words.
Perceived Importance from the Developed Brochure
Table 7 shows the different importance perceived by the respondents on the
developed brochure. Most (90%) of the respondents perceived that the developed
brochure educate farmers in the production practices and strategies on organic farming of
LaTOP. They said that the production practices of LaTOP help them know hoe to
improve their soil in planting their crops.
Meanwhile, 83% stated that it gives information to consumers about LaTOP
products; 60% said that it add knowledge to consumers who wish to buy LaTOP
products. The respondents also stated that some of the LaTOP products enumerated in the
brochure help them know the different products that the LaTOP has.
Development and Evaluation of La Trinidad Organic Practitioner
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Table 7. Perceived importance from the developed brochure
PERCEIVED IMPORTANCE
FREQUENCY PERCENTAGE RANKING
Educate
farmers 27
90
1
Give information to consumers
25
83
2
Add knowledge to consumers
18
60
3
Serve as reference of consumers
15
50
4
Persuade consumers to buy
9
30
5
Interesting
to
read
7
23
6
Persuade conventional farmers
to convert into organic farming
1
3
7
*Multiple responses
Some (50%) of the respondents said that the brochure serves as a reference for
them particularly on the categories of certification for the individual farmers, while 30%
said that it can persuade people to buy organic products of LaTOP because of the benefits
of LaTOP products as enumerated in the ‘seven reasons why we should buy LaTOP
products’ in the brochure.
The result corroborates the study of Kimpa-oy (2001) that the purpose of media
campaign is to reach a new group of consumers who are less influence by idealistic
purchasing motives and more by quality and range of products.
Also, the use of communication facilities, as emphasized by Kimpa-oy, (2001)
can affect the marketing practices; it can enhance the said activities and it can also give
problems to the users specifically the farmers if used inappropriately.
Development and Evaluation of La Trinidad Organic Practitioner
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Over-all Rating of the Developed Brochure
Table 8 shows that the over-all evaluation of the developed brochure by
respondents. The mean rates for each criterion were taken and interpreted.
Mean 1 to 1.99 is equivalent to poor; mean of 2 to 2.99 is fair; mean of 3 to 3.99
is equivalent to average; mean of 4 to 4.99 is good; and mean with 5 to 5.99 is equivalent
to excellent. Based on the rating of the respondents, the developed brochure was over-all
rated as good.
It shows that the developed brochure size, layout, content, legibility, graphics and
clarity of the message needed to be improved more to meet the taste of the clienteles.
Respondents’ Recommendations
In terms of the pictures used, the respondents suggested that the brochure should
use pictures with variety of fruits and vegetables in the front page of the material. Ms
Abigail Cadias, LaTOP manager, added that pictures should be clearly viewed for the
material to look more attractive.
In addition, they said that the development and production of the material should
be continuous with at least different topics per month on the do’s and don’ts of organic
farming, composting and other topics that can educate the farmers.
Moreover, they added that the developed brochure was presentable that is why
they suggested to produce more copies and ask the Board of Directors to finance its mass
production.
Development and Evaluation of La Trinidad Organic Practitioner
(LaTOP) Brochure / Rodelyn Q. Foronda. 2010
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Table 8. Over-all rating of the brochure
CRITERIA
RATING DESCRIPTION
Brochure
Size
4.3
Good
Layout
Color
Contrast
4.2
Good
White
Space
4.1
Good
Font
Size
4.1
Good
Font
Style
4.3
Good
Font
Color
4.4
Good
Heading 4.5
Good
Content
Organized
4.5
Good
Significant
4.8
Good
Clear
and
Concise
4.5
Good
Legibility
Font size enough to be read
4.5
Good
Graphics
Appearance
4.4
Good
Design
4.3
Good
Appropriateness
4.3
Good
Size
4.2
Good
Number 4.1
Good
Clarity of message
Language
Used 4.3
Good
Simplicity
of
words
4.1
Good
Over-all 4.6
Good
Development and Evaluation of La Trinidad Organic Practitioner
(LaTOP) Brochure / Rodelyn Q. Foronda. 2010
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SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted to develop and evaluate brochure that can be used by
LaTOp in La Trinidad, Benguet.
Specifically, it aimed to determine the socio-demographic profile of the
respondents; determine the elements to be considered in preparing the LaTOP brochure;
assess the ratings of the respondents about the material in terms of clarity, readability,
content and layout; determine the perceive importance on the developed brochure in
marketing organic products; and to determine the respondents’ recommendation for the
improvement of the material.
The study was conducted from December 2009 to January 2010. Survey
questionnaire and interview schedule were used to gather the needed data from the
respondents, who were chosen through purposive sampling.
Less than half of the respondents (46.66%) fall under the age bracket of 36-51
years. Majority of the respondents were male, married and finished high school level. As
to their occupation, great majority belongs to farmers from Benguet.
For the elements to be considered in preparing LaTOP brochure, the researcher
considered the following elements: color, content, size, typography and picture. In terms
of the readability of the brochure, it had a gunning fog index of 15.1 that falls under
average and can be understood by the junior level in high school.
For the evaluation of the brochure as to the size, most of the respondents rated it
as excellent since the brochure was tri-folded.
Development and Evaluation of La Trinidad Organic Practitioner
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The respondents rated the color contrast, white space, font size and font style, as
good while font color and heading were rated as excellent for the layout.
As to the content of the brochure, almost more than half said that the content was
organized, significant, clear and concise.
The respondents said that in terms of legibility, font size was enough to be read.
While in terms of the pictures used, majority of the respondents rated it as good in terms
of the appearance, design, appropriateness, number and size.
In terms of the clarity of the message, more than half of the respondents said that
language used and simplicity of words were excellent.
With regards to the perceived importance form the material, the respondents said
that the number one perceived importance was to educate farmers. They also said that the
material also gives information to the consumers about the LaTOP products.
For the over-all rating of the respondents, it was rated it as good. However, the
respondents said that the researcher should use clear picture and variety of vegetables on
the material. They also suggested that the developed brochure should be approved by the
Board of directors for reproducing more copies for the respondents.
Conclusions
Based on the findings of the study, the following conclusions were drawn:
1. Majority of the respondents are farmers and had their formal education.
2. In terms of the size, layout, content, graphics and clarity of the message, the
brochure passed the standard evaluation with an over-all rating of “good”.
Development and Evaluation of La Trinidad Organic Practitioner
(LaTOP) Brochure / Rodelyn Q. Foronda. 2010
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3. The number one perceived importance from the developed brochure was it
educates the farmers.
Recommendations
From the findings and conclusions drawn, the following are being recommended:
1. Communication materials of LaTOP should be continuously disseminated for
their clienteles.
2. A final brochure incorporating all the suggestions and recommendations of the
clients should be created and be distributed by the organization.
3. As a suggestion of the respondents, the Board of Directors of LaTOP should
finance the reproduction of the material for mass production.
Development and Evaluation of La Trinidad Organic Practitioner
(LaTOP) Brochure / Rodelyn Q. Foronda. 2010
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LITERATURE CITED
ABAG, M. T. 2005. Information needs and information sources of the residents of
barangay Tawangan and barangay Lusod in Kabayan, Benguet. BS Thesis.
Benguet State University, La Trinidad, Benguet. Pp. 5-8.
ANONYMOUS, 2008. Classification of Communication Materials. Retrieved December
2, 2009 from http://www.un.org/iawg/icecd/classificationof
communicationmaterials
AUSTIN, T. and DOUST, R. 2007. New Media Design. Designing for new Media.
Central Saint Martins College of Arts and Design, University of London.
Laurence King Publishing Ltd. Pp. 65-89.
BARKER, L. L. and D. R GAUT. 2002. Communication Eight Edition. Communication
Goals: Information Exchange, Persuasion, Entertainment. James Madison
University. A Pearson Education Company. Printed in U.S.A. Pp. 226.
BRINGHURST, R. (2002). The Elements of Typographic Style (version 2.5). Vancouver:
Hartley & Marks. ISBN 0-88179-133-4.
BOLONA, L. M. 2008. Evaluation of the communication strategies used by Fiber
Industry Development Authority (FIDA) in their agro-based industry program in
Kapangan, Benguet. BS Thesis. Benguet State University, La Trinidad, Benguet.
Pp. 6-7.
DANGO, J. B. 2009. Evaluation of anti-dengue campaign posters in La Trinidad,
Benguet. BS Thesis. Benguet State University, La Trinidad, Benguet. Pp. 9-10.
DE LEON, H. S. 2000. Textbook on Philippine Constitution. Rex Bookstore, Manila,
Philippines. Rex Printing Company, Inc. Quezon City. Pp. 65-66.
KIMPA-OY, J. T. 2001. The effect of communication facilities in the marketing practices
of farmers in Benguet. BS Thesis. Benguet State University, La Trinidad,
Benguet. Pp. 6-7.
KLAUKE, A. 2000. Coping with Changing Demographics: An analysis of the affect of
changing demographic patterns on school enrollments and education. Retrieved
December 8, 2009 from http://www.wordiq.com/definition/Demographics
LOMIWES, J. T. 2007. Information sources on organic farming of farmers in Loo,
Buguias, Benguet. BS Thesis. Benguet State University, La Trinidad, Benguet.
Pp. 5-7.
Development and Evaluation of La Trinidad Organic Practitioner
(LaTOP) Brochure / Rodelyn Q. Foronda. 2010
33
MACAROY, J. Q. 2007. Production and marketing practices of the members of the
Latop multi purpose Coop in La Trinidad, Benguet. BS Thesis. Benguet State
University, La Trinidad, Benguet. Pp. 52-53.
MANZANO, L. T. 2008. Evaluation of communication materials on family planning
used in Tadian, Mt. Province. BS Thesis. Benguet State University, La Trinidad,
Benguet. Pp. 5-6.
MARCUS, A. 2008. Brochure Types. Brochure Design India. Retrieved December 17,
2009 from http://www.brochure-design-india.com/brochure-design-types.php
MICHELSEN, J. 2003. Organic Agriculture, Sustainability, Markets and Policies.
ChapterNine. Research, Information and Communication. Pp. 367-378.
OSKAMP, S. 1977. Communication of Attitudes and Opinions. Prentice Hall, Inc.,
Engelwood Cliffs. Pp.144-145.
PHILIPPINES COUNCIL FOR AGRICULTURE, FORESTRY AND NATURAL
RESOURCES RESEARCH AND DEVELOPMENT (PCCARD). 2000. Book
Series no. 170. Los Banos, Laguna, Philippines. Pp. 110.
SCHURENBERG, E. 2001. How to Design a Brochure. CBI Interactive, Inc. retrieved
December 8, 2009 from http://jobfunctions.bnet.com
SIEBERT, L. and L. BALLARD. 1992. Making a good Layout. Elements of Design.
Division of Thomson Learning Inc.USA. Pp. 12-30.
SWANN, A. 1987. Basic Design and Layout. Making Design Decisions. Quarto
Publishing plc, The Old Brewery, London. Pp. 62.
WIKIPEDIA. 2009. The Free Encyclopedia. Demographics retrieved November 17, 2009
from http://en.wikipedia.org/wiki/Demographics
Development and Evaluation of La Trinidad Organic Practitioner
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34
APPENDIX A
Survey Questionnaire
Respondent No._____
DEVELOPMENT AND EVALUATION OF LA TRINIDAD ORGANIC
PRACTITIONER (LaTOP) BROCHURE
Direction: Kindly put a check on the blank provided before the choices and supply the
answers for the information needed. Rest assured that any information gathered
will be for survey purposes only and will be treated with confidentiality.
I. SOCIO-DEMOGRAPHIC PROFILE
Name (optional):______________________________________________
Sex: ___M ___ F
Age: ____
Civil Status: _____________
Address: ____________________________________________________
Occupation: _________________________________________________
Highest Educational Attainment:
Tribe: __________________
____ Elementary
____ High School
Dialect Spoken: __________
____ College
II. EVALUATION OF THE BROCHURE
Direction: Please check your answers.
Response
Criteria
Scale: 1= poor, 2=fair, 3= average, 4= good, 5= excellent
1 2 3 4 5
Brochure Size
LAYOUT
Color
Contrast
Development and Evaluation of La Trinidad Organic Practitioner
(LaTOP) Brochure / Rodelyn Q. Foronda. 2010
35
White
Space
Font
Size
Font
Style
Font
Color
Heading
CONTENT
Organized
Significant
Clear and Concise
LEGIBILITY
Font size enough to be read
GRAPHICS
Appearance
Design
Appropriateness
Size
Number
CLARITY OF THE MESSAGE
Language Used
Simplicity of words
Development and Evaluation of La Trinidad Organic Practitioner
(LaTOP) Brochure / Rodelyn Q. Foronda. 2010
36
III. PERCEIVED IMPORTANCE
What is the perceived importance of the developed material in marketing organic
products? (Please check)
____ give information to consumers
____ persuade consumers to buy
____ add knowledge to consumers
____
interesting
to
read
____
educate
farmers
____ serve as reference of consumers
____ Others (please specify) ____________________________________
______________________________________________________
______________________________________________________
IV. RECOMMENDATIONS
List down your suggestions and recommendations for the improvement of the developed
material as to its content and style.
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
Thank You…
God Bless…
Development and Evaluation of La Trinidad Organic Practitioner
(LaTOP) Brochure / Rodelyn Q. Foronda. 2010
37
APPENDIX B
Summary of the over-all rating of the developed brochure
Response
Criteria
Scale: 1= poor, 2=fair, 3= average, 4= good, 5= excellent
1 2 3 4 5
Brochure Size
0
0
0
12
16
LAYOUT
Color Contrast
0
1
2
18
9
White Space
0
1
5
14
10
Font Size
0
0
4
18
8
Font Style
0
0
4
14
12
Font Color
0
2
0
13
15
Heading 0
0
3
10
17
CONTENT
Organized 0
1
1
10
18
Significant 0
0
1
10
19
Clear and Concise
0
0
3
10
17
LEGIBILITY
Font size enough to be read
0
1
1
10
18
GRAPHICS
Appearance 0
0
1
15
14
Design 0
0
3
16
11
Appropriateness
0
0
3
16
11
Size 0
0
2
19
9
Number 0
0
4
20
6
CLARITY OF THE MESSAGE
Language Used
0 0 3 9 18
Simplicity of words
0 0 1 10 19
Development and Evaluation of La Trinidad Organic Practitioner
(LaTOP) Brochure / Rodelyn Q. Foronda. 2010
38
APPENDIX C
Benguet State University
Department of Development Communication
College of Agriculture
December 15, 2009
THE MANAGER
Ms. Abigail Cadias
La Trinidad Organic Practitioner
# 36 New Public Market, km.5
La Trinidad, Benguet
Madam:
The undersigned is a fourth year student taking up Bachelor of Science in Development
Communication major in Educational Communication at Benguet State University. One
requirement is to conduct thesis.
In compliance to the said requirement, I came up with the study entitled, “Development
and Evaluation of Latop brochure”. This study will be conducted to help and improve the
materials used in imparting information about the organic products of Latop.
In this regard, may I then request your good office to please furnish me some necessary
data or any documentation regarding this subject matter to supplement my research. This
will greatly help me to meet the set objectives of my study.
Thank you very much and I hope for your favorable approval.
Respectfully yours,
RODELYN Q. FORONDA
Researcher
Noted
by:
FILMORE Y. AWAS
Adviser
Development and Evaluation of La Trinidad Organic Practitioner
(LaTOP) Brochure / Rodelyn Q. Foronda. 2010
Document Outline
- Development and Evaluation of La
Trinidad Organic Practitioner (LaTOP) Brochure
- BIBLIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- Rationale
- Statement of the Problem
- Objectives of the Study
- Importance of the Study
- Scope and Limitation of the Study
- REVIEW OF LITERATURE
- Socio-Demographic Profile
- Elements of Layout
- Evaluating Communication Strategies
- Importance of Communication Materials
- Use of Communication Materials in Marketing
- Importance of Brochures
- METHODOLOGY
- Locale and Time of the Study
- Respondents of the Study
- Data Collection
- Data Gathered
- Data Analysis
- RESULTS AND DISCUSSION
- Socio-Demographic Profile of the Respondents
- Description of the Developed Brochure
- Elements Considered in thePreparation of LaTOP Brochure
- Readability of the Brochure
- Evaluation of the LaTOP Brochure
- Perceived Importance from the Developed Brochure
- Over-all Rating of the Developed Brochure
- Respondents� Recommendations
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- Summary
- Conclusions
- Recommendations
- LITERATURE CITED
- APPENDIX