BIBLIOGRAPHY TAQUIO, ELVY S. APRIL...
BIBLIOGRAPHY
TAQUIO, ELVY S. APRIL 2012. Production and Evaluation of the Benguet State
University Organic Market Brochure.Benguet State University, La Trinidad, Benguet.
Adviser: Michelle B. Gatab, BSc
ABSTRACT
The study was conducted to produce and evaluate a brochure that can be used by the BSU
Organic Market in promoting its products. Specifically, the study determined the socio-
demographic profile of the respondents; determined the preferred message included in preparing
the BSU Organic Market brochure; determined the elements considered in preparing the BSU
organic market brochure as to the stakeholders’ preference; assessed the ratings of the
respondents about the material in terms of typography, graphics, content and layout; determined
the perceived importance of the material produced to the respondents; determined the
respondents’ suggestions and comments for the improvement of the brochure; and developed a
brochure incorporating the respondents’ comments and suggestions.
There were 50 respondents that were purposively selected from the costumers of the BSU
Organic Market. The study was conducted from January to February 2012.
The produced brochure evaluated by the respondents was a four-fold type brochure. The
inside page contained topics on Organic Foods and Organic Farming while the outside page
contained the price list. Various pictures of the products of the Organic Market were included in
the layout of the brochure.
Result showed that the overall rating of the produced brochure is good based on content,
layout, graphics, and typography.
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
Most suggestions that were gathered includes: placing the price list on a separate sheet,
add more information on organic farming, increase font size, include contact person, simplify
terms, and make the content in a bullet form.
A final brochure was developed incorporating the comments and suggestions of the
respondents.
The study recommends that the brochure designed be mass produced; in terms of content,
use shorter sentences and simplified terminologies for easier comprehension; in terms of
graphics, increase contrast of images for more emphasis; in terms of typography, use font size 11
or 12 for the elders to be able to read it.
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
TABLE OF CONTENTS
Page
Bibliography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
iii
INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1
Rationale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1
Statement of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
Objectives of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4
Importance of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5
Scope and Limitation of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5
REVIEW OF LITERATURE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
6
Communication as a tool to Business. . . . . . . . . . . . . . . . . . . . . . . . . . . . .
6
Print Media. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
7
Information Education and Communication. . . . . . . . . . . . . . . . . . . . . . .
7
Brochure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
8
Importance of Brochures to Business. . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
Characteristics of a Brochure. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
Elements of Design. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
11
METHODOLOGY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
13
Locale and Time of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
13
Respondents of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
15
Data Collection. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
15
Data Gathered. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
16
Data Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
16
RESULTS AND DISCUSSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
17
Socio-demographic Profile of the Respondents . . . . . . . . . . . . . . . . . . . .
17
Preferred Message in preparing the
BSU Organic Market Brochure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
19
Elements considered in the preparation
Of the BSU Organic Market Brochure . . . . . . . . . . . . . . . . . . . . . . . . . . .
20
Respondents’ evaluation of the brochure . . . . . . . . . . . . . . . . . . . . . . . . .
29
Overall Rating of the Brochure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
33
Perceived Importance from the developed brochure . . . . . . . . . . . . . . . . .
34
Respondents’ Suggestion to Improve the Brochure . . . . . . . . . . . . . . . . .
35
Description of the developed
Final brochure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
35
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS . . . . . . . . . . . .
39
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
39
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
40
Recommendation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
41
LITERATURE CITED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
42
APPENDICES
A. Survey Questionnaire . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
45
B. Summary of the ratings of the respondents . . . . . . . . . . . . . . . . . . . . .
47
C. Photos during the Data Gathering . . . . . . . . . . . . . . . . . . . . . . . . . . . .
48
D. Photos used in the final BSU Organic
Market Brochure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
49
1
INTRODUCTION
Rationale
The ability to communicate effectively is an important aspect to carry out the
thoughts and visions of an organization to the people. Without communication, there is
no way to express ideas, thoughts and feelings.
Communication includes all the symbols of the mind and the means of conveying
them from one another and the means of preserving them. For one person to reach, to talk
to, and to understand another in an effort to influence his opinions and hence, his actions,
he must communicate with him (Miranda and Miranda, 1984).
Communication serves business and industry through advertising (Miranda and
Miranda, 1984). Producing IEC materials can be an effective way of promoting
productsand services of a certain organization or company and may help in the increase
of profit.
Nowadays, TV, Radio and the Internet play an important role in advertising.
However, printed materials are still essential advertising tools. They have a staying power
not found in electronic communication. With professionally produced printed materials,
your prospective clients will “hear” your company’s message for a long time to come
(Network Solutions, 2010).Printed materials such as flyers, brochures and business cards
do a thought-out job of presenting its products. With this, choosing the most appropriate
medium will also ensure the effectiveness of the information.
As defined by WordPress (2011), brochures are not only made as a powerful
marketing tool, they are also developed to be informative in a way that people will easily
understand what is being advertised. For advertising does not necessarily means selling
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
2
your products but it also holds on providing informative contents explaining to
consumers the significance and essential of the products advertised.
In line with this, to create awareness and encourage more people to be involved in
organic farming, Benguet State University (BSU) through the Office of Extension
Services, then led by Dr. Julia Solimen, launched the BSU Organic Market. BSU Organic
market started May 27, 2009, it markets organically produced fruits and
vegetables,animals, processed products, and grafted seedlings. All the products sold in
the organic market are from various BSU projects and from organic and natural farming
practitioners including Engr. Eric Tinoy-an, manager of Tinoy-an Farm, and Mr.
RogelMarzan, proprietor of Cosmic Farm, also the former president of La Trinidad
Organic Producers (Kudan, 2009).
The market is located between the Research and Extension building and the Open
University of Benguet State University, Balili, La Trinidad, Benguet.
BSU Organic Market aims to evaluate and assess the market impact of BSU
organic products, identify buyers and help producers sell their organic products,bases for
crop planning and production that will cater to the needs of market, educate producers
and buyers who are interested in organic agriculture, emphasize the importance of
organic farming in global health and environmental awareness, cater to the needs of
organic producers and buyers, and basis for crop planning and zoning schedule for BSU
organic products.
According to Jamesly T. Andres, head of the BSU Organic Market,the products of
the Organic Market are promoted by means of the Certificate Practical Organic
Organization (CPOA) trainings they conduct; and also through the BSU On-the-air
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
3
program aired at DZWT. However, there are no print materials promoting their organic
products since it started because they do not have time to design and produce it, though it
has been included on their recommendations.
With this, there is a need to develop and evaluate a brochure to further promote
the said Organic Market.
Statement of the Problem
This study aimed to produceand evaluate a brochure that can be used by the BSU
Organic Market in promoting its products.
Specifically, it tried to answer the following questions:
1. What is the socio-demographic profile of the respondents?
2. What is the preferred message to be included in preparing the BSU Organic
Market brochure?
3. What are the elements to be considered in preparing the BSU organic market
brochure as to the stakeholders’ preference?
4. What are the ratings of the respondents about the material in terms of:
a. Content
b. Layout
c. Graphics
d. Typography
5. What is the perceived importance of the material to be developed to the
respondents?
6. What are the respondents’ suggestions for the improvement of the brochure?
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
4
Objectives of the Study
The general objective of the study was to produce and evaluate a brochure that
can be used by the BSU Organic Market promoting its products.
Specifically it aimed to:
1. Determine the socio-demographic profile of the respondents;
2. Determine the preferred message to be included in preparing the BSU Organic
Market brochure;
3. Determine the elements to be considered in preparing the BSU organic market
brochure as to the stakeholders’ preference;
4. Asses the ratings of the respondents about the material in terms of:
a. Content
b. Layout
c. Graphics
d. Typography
5. Determine the perceived importance of the material to be developed to the
respondents;
6. Determine the respondents’ suggestions and comments for the improvement
of the brochure; and
7. Develop a brochure incorporating the respondents’ comments and
suggestions.
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
5
Importance of the Study
The result of the study may lead to the production of communication material,
particularly a brochure, which can be used by BSU Organic Market as an instrument in
promoting and disseminating information about their products.
The results of the evaluation of the brochure may also help the BSU Organic
Market in determining factors to be considered in case they decide to make other
promotional materials, or produce the designed material.
Specifically, on the part of the consumers, it may help them know the organic
products that are available.
Moreover, the result of the study may serve as a reference material to students
who wish to conduct further researches related to the topic.
Scope and Limitation of the Study
This study was limited on the production and evaluation of communication
materialparticularly a brochure that may be used by the Benguet State University Organic
Market in advertising their organic products not only in Benguet but in other places as
well.
Moreover, the study focused on the ratings and evaluation of the respondents to
the brochure according to typography, content, lay-out and graphics and to develop a
final brochure incorporating all the suggestions and recommendations of the respondents.
Reproduction of the final brochurefor mass distribution was not covered by the
researcher. However, samples were produced for the BSU Organic Market.
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
6
REVIEW OF LITERATURE
Communication is a basic social process. In fact, without it, there could be no
groups like cooperatives, teams, organizations or societies (MTRC, n.d).
As Miranda and Miranda (1984) cited that communication is well recognized
today as a fundamental tool in business. It is obvious that a great deal of interchange of
ideas, words, and thoughts must take place between people in business.
According to Kam (2010), the ability and the importance of communication
become much more crucial when you are on a mission or need to fulfill a goal. Without a
means to communicate, your organization will become isolated.
There are many ways to provide communication from the organization to the
people of your community. Whether through a phone, fax, email, letter, website, instant
message softwares, social networking websites like facebook and twitter, you are able to
communicate your organization to the world. Things can be expressed, ideas can be
shared, and thoughts can be joined (Kam, 2010).
In line with this, Miranda (2000) cited that advertising media are “message
carriers”. They help convey the message of advertisers to their customers and prospects
alike.
As a first step in the procedure of media selection, the media man defines the
market to be reached (Gomez and Arante, 1986).
Furthermore, Schramm (1977) as cited by Cadiz (1991) has pointed out that there
is no best medium for a given instructional purpose. Research has shown that people
learn from any medium, big or little. Many times, media choices are shaped by practical
considerations rather than by learning theory.
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
7
Print Media
Print media includes newspaper, magazines and professional journals. In spite of
the widespread use of radio and television media, the print media still dominate the retail
field (Gomez and Arante, 1986).
As Network Solutions (2010) cited that printed materials are still essential
marketing tools because they have a staying power not found in electronic
communication. With professionally produced business cards, brochures, data sheets, and
postcards, your prospective clients will “hear” your company’s message for a long time
to come.
Publications may be classified according to their being time-bound or time-less.
Time-bound publications are those which contain information that are useful when new.
The timeless publications may remain useful over time although their content needs to be
updated from time to time (Cadiz, 1999).
According to Oskamp (1997) as cited by Foronda (2010), print media (books,
magazines, and newspapers) allow readers to determine the time and pace of their
exposure and also permit easy re-exposure if desired. Research suggests that print media
produce better comprehension and retention of complex material than other media, but
this advantage does not hold for simple material.
Information Education and Communication
Information, education and communication (IEC) combines strategies, approaches
and methods that enable individuals, families, groups, organizations and communities to
play active roles in achieving, protecting and sustaining their own health. Embodied in
IEC is the process of learning that empowers people to make decisions, modify behaviors
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
8
and change social conditions. Activities are developed based upon needs assessments,
sound educational principles, and periodic evaluation using a clear set of goals and
objectives (Network Solutions, 2010).
IEC materials are tools to influence or change the knowledge base, attitudes,
beliefs, values, behavior or norms within individuals or group of individuals (ICPD, 1998
as cited by Enkiwe, 2007).
According to Oskamp (1997) as cited by Foronda (2010), print media (books,
magazines, and newspapers) allow readers to determine the time and pace of their
exposure and also permit easy re-exposure if desired. Research suggests that print media
produce better comprehension and retention of complex material than 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 no education, who are not easily reached by
other media and who may be 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.
Brochure
Brochures are not only made as a powerful marketing tool, they are also
developed to be informative in a way that people will easily understand what is being
advertised. For advertising does not necessarily means selling your products but it also
holds on providing informative contents explaining to consumers the significance and
essential of the products advertised (WordPress, 2011).
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
9
As compared to a leaflet, a brochure has a broader coverage (Cadiz, 1991).
According to Marcus (2009), brochures can be of different types; bi fold and tri
fold brochures are quite common.
Bi folds.These brochures are economical to print since they are usually a double
Letter sheet folded in half. This folding forms 4 panels: a front-cover, a back-cover, and
two internal panels. However, there are other configurations: 8-page, 12-page, 16-page
and so on (Brochure Design Service, 2008).
The front panel should be unique so that it can catch the attention of the visitors.
It should increase the curiosity of the visitors to open it and read its entire content. The
Inside panels contain all the details about the company and its service. The back panel
usually contains the company’s or organization’s contact information.
Tri folds.These brochures are relatively lighter in weight and they are usually
convenient to carry. This is the secret of its universal appeal and timeless popularity. This
type of brochure is often used an effective alternative to flyers.
A tri-fold brochure has six panels and thereby giving ample scope to a brochure
designer to exercise his skills and exploit his creativity. Tri-fold brochure can play a
leading role in the marketing campaign of your business organization, if it can be
designed with utmost dexterity. This is reason why this task should be executed by only
professional brochure designers who are acquainted with latest developments in the
domain of brochure design.
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
10
Importance of Brochures to Business
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 (Kimpa-oy, 2001) as cited by Foronda (2010).
According to Maghirang (2009), brochures and flyers are important in a business
because it raises the public’s awareness for the company or the brand name. It may be
small, but it should never be underestimated as many businesses have thrived thanks in
no small part to the awareness raised through the distribution of brochures and flyers. As
any businessman or woman would know, brochures and flyers are important in order to
let people know of the service or product that they provide. For small companies and
businesses, it is ideal to utilize the great response and feedback these materials provide.
This is similar to the statement of Schurberg (2001) as cited by Foronda (2010),
that brochure is commonly used tool for public relation. Companies and organizations
produce brochure to introduce, show or sell products, or to educate, promote and
persuade people to do something.
According to Diwas (2011), brochure is less expensive in reproduction and can be
brought anywhere by readers.
Characteristics of a Brochure
According to Siebert and Ballard (1992) as cited by Foronda (2010), 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 lay-out.
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
11
Image. Have an inviting image or headline on the cover to draw the readers
inside.
Eye movement. Have the information and the image arranged so it is easily
understood. People read from top to bottom.
Size. It should be sized to best suit its purpose. It should easily fit into an envelope
for mailing or into a file if the client wants the recipient to keep it.
Balance. Have a careful; and fundamental arrangement of its part so the reader
can move through. It is an orderly fashion and understands what’s being said.
Color. When considering the choice of colors, pay attention to its readability.
Some colors may prove inappropriate or readable. It is also the ultimate tool for symbolic
communication.
Elements of Design
The elements and principles of design are the building blocks used to create a
work of art. The elements of design can be thought of as the things that make up a
painting, drawing and design (Lovett, 1999).
According to Cadiz (1991), pictorial elements may consist of combinations of the
elements of visual design. These visual elements include line, shape, color and texture.
By themselves, these visual elements may not be meaningful stimuli, although combined
with other elements; they can create specific meanings, depending on how their
variations are put together. Visual elements can be likened to letters, punctuation, words,
and phrases, which when combined can make up a complete, meaningful thought in a
sentence, paragraph, or written composition.
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
12
Visual design is not just about making your application look pretty. Good visual
design is about communication. A well-designed application will make it easy for the
user to understand the information that is being presented, and show them clearly how
they can interact with that information (Benson, 2002 as cited by Enkiwe, 2007).
Moreover, Lovett (1999) enumerated seven elements of design:
Line.Line can be considered in two ways. The linear marks made with a pen or
brush or the edge created when two shapes meet.
Shape.A shape is a self contained defined area of geometric or organic form. A
positive shape in a painting automatically creates a negative shape.
Texture.Texture is the surface quality of a shape - rough, smooth, soft hard glossy
etc. Texture can be physical (tactile) or visual.
Direction.All lines have direction - Horizontal, Vertical or Oblique. Horizontal
suggests calmness, stability and tranquility. Vertical gives a feeling of balance, formality
and alertness. Oblique suggests movement and action.
Size.Size is simply the relationship of the area occupied by one shape to that of
another.
Color.Also called hue.We response to color on many levels. Color can be used
simply to describe an object. It can also be used emotional (blue for sadness or
spiritually, red for angry), symbolically (associated with a flag's color, corporation logo
or sports team) and psychologically.
Value.Value is the overall lightness and lack of contrast in the left image conveys
a sense of spirituality and harmony between the tree and the circular sky.
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
13
METHODOLOGY
Locale and Time of the Study
The study was conducted in the municipality of La Trinidad, Benguet (Fig. 1).
La Trinidad is the capital municipality of the province of Benguet, and is also
called the Strawberry Capital of the Philippines.
Because of its temperate climate and high altitude, it is an ideal place for
producing highland vegetables.
The main source of livelihood in La Trinidad remains to be agriculture, followed
by employment, business,and practice of profession.
The BSU Organic Market is managed by the Benguet State University that is
located between the Research and Extension building and the Open University of BSU,
Balili, La Trinidad, Benguet. It is the only state university in Baguio and Benguet
producing and promoting organic products.
This area was chosen because of its suitability and that most of the consumers of
the Organic Market products are from La Trinidad, though their products have already
reached other places outside the province such as Ilocos and Manila.
The study was conducted from January 2012 to February 2012.
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
14
Figure 1. Map of Benguet showing the locale of the study
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
15
Respondents of the Study
A preliminary interview fromJamesly T. Andres, head of the BSU Organic
Market, and Mercedes Ann I. Luis, secretary of BIGS Farmer’s Association and Sales
Clerk at the BSU Organic Market were conducted to gather the message to be included in
the brochure.
Fifty (50) respondents were purposively chosen to evaluate the brochure.The
researcher did stand by at the Organic Market. The main criteria in the selection of the
respondents were consumers of the BSU Organic Market and have been buying their
products several times.
Data Collection
Personal interview, ocular observation, document assessment,and survey
wereused for the production and evaluation of the BSU Organic Market brochure.
For the Pre-production phase,personal interviews with Andres and Luiswere
conducted to identify themessage incorporated in the brochure.
Ocular observation was used to familiarizetheconsumers buying their organic
products. A handout about Organic Standards and Regulations, and one issue of Rangtay,
the semi-annual publication of BSU Extension Services were given by Andres to be used
as sources of information for the content of the brochure. Document Assessment was also
used for additional information such as: the frequently asked questions on organic foods;
the benefits from organic foods; and the difference of organic farming from conventional
farming.These information were later incorporated in the produced in the produced
brochure.
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
16
For the Production phase, the researcher designed three brochures with the same
content but different layouts, designs, folds, and sizes.
Andres did the selection of the brochure. According to him, the three initial
brochures were presented to the president of the BSU Extension Services. After that,
Andres suggested combining elements from the three designed brochures to produce
another brochure.
For the Evaluation phase, questions were asked to determine if the respondents
were regular buyers of the Organic Market, and when confirmed, evaluation sheets were
given to the respondents together with the brochure to evaluate. Meanwhile, those first
time buyers refused to evaluate the produced brochure.
For the Post-production phase, a final brochure was produced in which comments
and suggestions of the respondents were incorporated.
Data Gathered
The data gathered comprisesthe socio-demographic profile of the respondents
such as their name, age, sex, civil status, educational attainment, and occupation; the
messagethat were incorporated in the brochure; the ratings of the respondents in terms of
typography, graphics, content, and lay-out; the perceived importance of the material to
the respondents; and the recommendations of the respondents for the improvement of the
brochure.
Data Analysis
The data collected from the respondents were consolidated, tabulated, and
interpreted using frequency distribution, percentage, mean, and descriptive evaluation.
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
17
RESULTS AND DISCUSSION
Socio-Demographic Profile of the Respondents
Table 1 shows the socio-demographic profile of the respondents who were
consumers of the BSU Organic Market. The table presents their age, sex, civil status,
highest educational attainment, and occupation.
In terms of age, 20%of the respondents belonged to age bracket 15-22; most
respondents (28%) belonged to age bracket 23-30; 22% belonged to age bracket 31-38;
6% belonged to age bracket 39-46; 14% belonged to age bracket 47-54; 8% belonged to
age bracket 55-62; and only one respondent belonged to age bracket 63-70.
Majority (70%) of the respondents were female. Also, more than half (30%) were
married.
Almost all of the respondents had their formal education, and majority (82%) of
them finished college.
In terms of occupation, 28% of the respondents were government employed. This
includes teachers and some BSU employees. On the other hand, 28% of the respondents
were students and housewives; 22% were self-employed; and 14% were farmers.
This implies that the respondents were knowledgeable to evaluate the produced
brochure.
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
18
Table 1. Socio-demographic profile of the respondents
CHARACTERISTICS
FREQUENCY (n=50)
PERCENTAGE (%)
Age
15-22 10
20
23-30 14
28
31-38 11
22
39-46 3
6
47-54 7
14
55-62 4
8
63-70 1
2
Total 50
100
Sex
Male 15
30
Female 35
70
Total 50
100
Civil status
Single
19
38
Married 30
60
Widow 1
2
Total 50
100
Educational attainment
High School
3
6
College 41
82
Masters Degree
4
8
Phd 2
4
Total
50
100
Occupation
Government employed
14
28
None (Student, housewife)
14
28
Self-employed 11 22
Farming
7
14
Private 4
8
Total 50
100
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
19
Preferred Message in preparing the
BSU Organic Market Brochure
A consultative discussion with Andres was conducted to determine the message
incorporated in the brochure.
From the three designed initial brochures, Andres suggested combining elements
for the development of another brochure. For the size, Andres chose the first initial
brochure for lesser cost of production. The researcher was assigned to conceptualize for
the design and layout of the produced brochure taking in consideration the elements of
visual design by Cadiz (1991) such as: content, layout, graphics, and typography. As for
the content, Andres commented that the contents incorporated in the three initial
brochures were appropriate. He noted further that the researcher is in-charge of the
grammars and spellings.
Revision of the produced brochure was done based on the suggestions of Andres.
The content of the developed brochure includes the following: the profile of the
Organic Market; the frequently asked questions about organic foods;the difference of
organic farming from conventional farming; the conversion to organic farming; and the
list of available products and its prices.
A photograph of vegetables sold at the BSU Organic Market was chosen to be
placed in the front panel. TheBSU and the BSU Internal Guarantee System (BIGS)logo
were also placedtogether with the market schedule, and the location of the Organic
Market.Some pictures of the organic products sold at the Organic Market were included.
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
20
Elements considered in the preparation
of the BSU Organic Market Brochure
There were four elements considered in the preparation of the BSU Organic
Market brochure. These were content, layout, graphics, and typography based on the
elements set by Cadiz (1991).
The researcher first designed three initial brochures with the same content but
different layouts, designs, folds, and sizes.
The
first initial brochure (Figure 2) was a trifold 8.5” x 11” brochure. A
photograph of petchay was placed in the front panel along with BSU logo which is
located at the upper left, and BIGS logo which is located on the upper right.The schedule
and location of the Organic Market was placed on the lower right of the front panel.
Showcard Gothic and Scriptina font 72 were used in the heading.
The content of the first initial brochure includes: the profile of the Organic
Market; the frequently asked questions about organic foods such as why go organic, are
all organic products completely free of pesticide residues, and how can you tell which of
the two is organic; the conversion to organic agriculture; and the list of available products
and its prices. Berlin Sans Fbfont 11 was used for the body while Trajan Pro font 14 was
used for the sub-headings. Font color black was used in contrast with the background. For
the background of the brochure, colors utilized were yellow green and light beige. Photos
of some products sold at the Organic Market were placed at the lower portion of the
inside page.
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
21
Figure 2. Pages (reduced form) of the first initial brochure
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
22
The
second initial brochure (Figure 3) was two-page fold and has a size of 8.5” x
8.5”. There was no photo placed on the front panel. The logos were placed at the lower
right corner. The logo of BIGS was placed under the logo of BSU. Beside the logos are
the schedule and location of the Organic Market with font style Arial font 7. As for the
heading, Romance Fatal Serif Std font 48 was used. Also, two intersecting figures filled
with light green color were placed.
On the content of the said brochure, two frequently asked questions were added,
and the conversion to organic agriculture was removed. Berlin Sans Fb font 11 was used
in the body, and GiddiyupStd font 13 for the sub-headings. Photos of some products of
the Organic Market was placed on top of the inside pages. The background was plain
white and warped elongated figures were placed on top below the photos of some
products of the Organic Market, and are placed at the bottom of the content, which served
as borders. Price list of the products was also included.
The third initial brochure (Figure 4) was a two page fold with 10” x 8.5” size.
The content was the same with the second brochure, however, the font size of the body
and sub-headings were increased. For the background of the brochure, light beige, light
green, and yellow green was utilized. Also, a photograph of vegetables was placed at the
bottom of the background with reduced opacity. Photos of some products of the organic
market were also placed on top of the inside pages. For the front cover, different shades
of green were used as background. Romance Fatal Serif Std font 62 was used in the
heading along with the logos, schedule, and location of the Organic Market.
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
23
Figure 3. Pages (reduced form) of the second initial brochure
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
24
Figure 4. Pages (reduced form) of the third initial brochure
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
25
From the three initial brochures, Andres chose the size and form of the first
brochure. According to him, a one page brochure is better because as compared to the
two other brochures, pages might slip off or may be detached. Moreover, it can be for
lesser cost of production.
Given those considerations, the researcher came up with a brochure of four
foldswith a size of 8.5” x 16” (Figures5 and 6), printed on a glossy paper.
Content.The content of the produced brochure were based from the handout and
from the issue of RangtayVol. X No. 1 that was given by Andres. Document Assessment
was also used for additional information such as: the frequently asked questions on
organic foods, and the difference of organic farming from conventional farming. These
information were later incorporated in the produced brochure.
The content includes the following: the profile of the BSU Organic Market; the
frequently asked questions about organic foods such as what is organic food, why go
organic, are all organic products completely free of pesticide residues, how can you tell
which of the two is organic, why does organic food cost more, and what are the
differences between organic and conventional farming. The conversion to Organic
Farming and the list of products’ prices available in the market were also included. Berlin
Sans Fb font 10 was used for the body, and Charlemagne Std font 14 for the heading.
Layout.The concept of the design came from the researcher.
The colors used in the brochure were light green, green, orange, and blue. For the
font color, black was used in contrast with the background. On the front panel, a photo of
various vegetables was placed at the center, and a warped figure filled with color green
with an overlay of another figure filled with color white having reduced opacity were
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
26
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
27
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
28
placed at the right side of the front panel. The logos, schedule, and location were placed
at the bottom.
On the inside and outside page, a photograph of organic vegetables enlarged with
an overlay of a light green color was chosen as the background. Various pictures of BSU
Organic Market products were placed on top, and three warped figures were placed
below the product pictures. The sub-headings were emphasized by placing a figure filled
with color orange.
Moreover, the profile of the Organic Market, the frequently asked questions, and
the conversion to organic agriculture were placed on the inside page. While on the
outside page, the price list and the sources of information were placed.
Graphics.On the front panel, a single photograph of vegetables sold in the organic
market was chosen. The photo includes images of: broccoli, mustard, squash, cherry
tomato, carrots, and chinese cabbage. This supports the statement of Forbes (2009) that a
large, single image works much better than many small ones. Furthermore, he cited that
too much clutter looks unprofessional and can be confusing to the eye.
Various pictures of BSU Organic Market products were placed on top of the
inside page such as: strawberries, mushrooms, carrots, broccoli, tomatoes, wine, instant
noodles, sweet potato, passion fruit, and others to show some of the available products of
the Organic Market. These images occupied one inch of the length of the brochure.
Typography. On the front panel, Romance Fatal Std font 72 was used in the
heading, and Arial font eight for the schedule and location of the Organic Market. Berlin
Sans Fb font 10 was used for the body, and Charlemagne Std font 14 for the sub-
headings.
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
29
Respondents’ evaluation of the brochure
Tables 2, 3, 4, and 5 shows the evaluation of the developed brochure by the
respondents. It was interpreted using mean and descriptive evaluation.
Content.Table 2 shows that the rating of the respondents on the criteria of content
was good. This implies that the respondents understand the purpose of the brochure
which is primarily in promoting the BSU Organic Market products, and encouraging
consumers to go organic.
In terms of clear purpose, the content gained a rating of good (4.2). It shows that
the respondents understood the purpose of the brochure. This supports the statement of
Pratt (2009) that in designing a brochure, the first thing to consider is its purpose.
For the criterion concise, respondents rated it good (4.34). This supports the
statement of Jenkins (2007) that brochure messages are always written in a short and
concise manner because readers do not have overlong attention spans.
For the criterion organization and significant, respondents rated the brochure
excellent.This implies that the respondents were satisfied on the organization of the
contents, and they can relate to the significance of the produced brochure.
Furthermore, one of the respondents suggested adding information on the
production of the organic products to gain more knowledge about it.
When it comes to the simplicity of words, the brochure gained a rating of good
(4.32). However, there were five respondents who rated it average, and one rated it fair.
The respondents who rated average and fair were farmers, teachers, and students. Most of
the respondents stated that technical terms should be simplified considering those who
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
30
Table 2. Respondents’ evaluation on the produced brochure’s content
RATING
DESCRIPTIVE
EVALUATION
Clear purpose
4.20
Good
Concise
4.34
Good
Organized 4.58 Good
Significant 4.42 Good
Simplicity of words
4.32
Good
did not attend formal education. This implies that some terminologies used needs to be
simplified for easier comprehension.
Layout.Table 3 shows that the rating of the respondents on the layout is good.
In terms of color, most of the respondents stated that the color of the brochure was
eye catching and there is no need to improve the color of the produced brochure. This
variable gained the highest rating of excellence among the criteria under layout. This
result supports the statement of Cadiz (1991) that color is very important in designs
because it makes the presentation more realistic.
In terms of spacing, the brochure gained a rating of “Good” (4.3).This has the
highest average ratingunder this criterion. One respondent stated that the brochure was
full of text and the photographs of the products placed on top are distracting.This may be
a reason for consumers who are lazy to read tolook at the pictures and not focus on the
content. This contradicts the statement of Durell (n.d), wherein one important foundation
for a brochure is the distractive factor that can be in the form of an image, a slogan, or
even a really unusual color or shape that divertstheir attention to it.
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
31
Table 3. Respondents’ evaluation on the produced brochure’s layout
RATING
DESCRIPTIVE
EVALUATION
Color 4.20 Good
Spacing 4.34
Good
Contrast 4.58
Good
Design 4.42
Good
Creativity
4.32
Good
Meanwhile, to add more space,the respondents noted that it would be better if the
content was in a bullet form than in a narrative form.
For contrast, the brochure gained a rating of good (4.38). One respondent, who
happens to be a photographer, suggested that for more emphasis, it may be better if the
contrast of the pictures of the organic products is higher.This supports the statement of
Tsichold (1967) as cited by Amdengan (2010), that color and contrast must be considered
in designs because it is one of the important elements of visual design.
In the criteriadesign and creativity, respondents commented that they wereartistic
and pleasant.
In addition, respondents said that the front page was attractive and they liked the
design of the heading. This relates to the statement of Jenkins (2007) that the best
brochure messages should always have a distinct and memorable element which typically
can be the use of slogans or headlines, odd or exotic printing inks, or even just a very
unusual digital art type design that no one has seen before.
Graphics.Table 4 shows that the respondentsrated the graphics of the brochure
good.
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
32
Table 4. Respondents’ evaluation on the produced brochure’s graphics
RATING
DESCRIPTIVE
EVALUATION
Appearance 4.48
Good
Size of the image
4.42
Good
In terms of appearance, it shows that the graphics placed served its purpose in
promoting their organic products.
However, one respondent said that the pictures placed should complement what
the information or content is referring to.As emphasized by Jenkins (2007), images are
that key partner in making great brochure messages, it does not only decorate your
designs of course but they are also key message features that expedite how people should
understand and respond to those brochure messages.
For the size of the images, one of the respondents said that pictures of the
products on top of the inside page should be smaller to give more space for the
information.
This implies that the respondents thought that the graphics used in the brochure
were appropriate and that it served its purpose in promoting the organic products but it
should complement the information placed.
Typography.Results for this category are presented in table 5. It shows that the
respondents rated this criterion good.
In terms of font size, the respondents suggested that it should be bigger for the
elders to be able to read it too.
For the font color and the font style, respondents claimed that the letters are
readable even if they are small because of the font style used.
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
33
Table 5. Respondents’ evaluation on the produced brochure’s typography
RATING
DESCRIPTIVE
EVALUATION
Font size
4.20
Good
Font color
4.44
Good
Font style
4.68
Good
Furthermore, most respondents said that the heading is catchy because of its font
style. This implies that the font style and the font color used are appropriate for the
readers.
Overall rating of the brochure
Table 6 shows the overall evaluation of the respondents to the produced brochure.
It was interpreted using mean and descriptive evaluation.
Range of 1 to 1.99 is equivalent to poor, range of 2 to 2.99 is equivalent to fair,
range of 3 to 3.99 is equivalent to average, range of 4 to 4.99 is equivalent to good, and
range of 5 to 5.99 is equivalent to excellent.
The overall rating of the respondents to the brochure is good. This implies that the
content, spacing, and typography of the brochure need to be improved to meet the
respondents’ standards.
Table 6. Overall rating of the produced brochure
CRITERIA
OVER ALL RATING
DESCRIPTIVE EVALUATION
Content 4.38
Good
Layout 4.42
Good
Graphics 4.45
Good
Typography 4.44 Good
OVERALL TOTAL
4.42
Good
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
34
Perceived importance of the produced brochure
Table 7 shows the importance of the produced brochure as perceived by the
respondents.
Based on the results, majority (82%) of the respondents said that the brochure
provides information to them particularly on the frequently asked questions about organic
foods that were discussed in the brochure. These were: what organic food means, why
does organic foods cost more, the differences between organic and conventional farming,
the conversion to agriculture and the list of products available and their prices.
Moreover, the respondents said that they were informed and they agreeon the
contents of the brochure, however, they are not persuaded to buy organic products
continuously. The respondents said that they are considering not only the nutrient content
of some products but also its prices.As a result of this, respondents opt to buy products
that are not organic since these are cheaper compared to those that are not organic.This
supports by the statement of Econmodel (2007) that budget constraint describes the
consumption options available to an agent with a limited income (or wealth) to allocate
among various goods.
Table 7. Perceived importance from the produced brochure
PERCEIVED IMPORTANCE
FREQUENCY PERCENTAGE RANKING
Provides information to consumers
41
82
1
Promotes Organic Farming
29
58
2
Persuades consumers to convert into
26 52 3
buying organic products
Persuades consumers to buy
21
42
4
*Multiple responses
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
35
Respondents’ suggestions to improve the brochure
In terms of content, the respondents suggested to add more information about
organic farming and organic foods’ benefits.
As to the list of available products layout on the outside page, some respondents
suggested it to be placed in a loose sheet to be inserted in the brochure instead, this is to
give space for more information on organic farming. In addition, respondents said that
prices of organic products are not permanent and it would change any time.
Moreover, they suggested simplifying the terms used for easier comprehension
considering those consumers who didn’t attend formal education. The respondents said
that there is no need to change the design because it is good in quality and not irritating.
In terms ofgraphics, respondents suggested reducing the size of the pictures of
products to give more space for the information.According to the respondents, the
brochure was good in quality and for the overall suggestion,the content should be in
bullet forms.
Description of the final Organic Market brochure
The size of the improved brochure was 8.5” x 14” (Figures 7 and 8).
The design and layout of the brochure was not changed. As suggested by the
respondents, the image of vegetables sold at the BSU Organic Market in the front panel
was enlarged,while the sizes of the logo of BSU and the BSU Internal Guarantee System
(BIGS) were reduced.
On the content, terms were simplified, sentences were shortened, and the
information were placed in a bullet form. The improved brochure contains: the profile of
the BSU Organic Market; the frequently asked questions about organic foods; the
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
36
benefits from organic foods; the differences between organic produce and non-organic
produce; the considerations regarding pesticides; the conversion to organic agriculture;
the crop rotation and soil management practices including the fertilizer policy and the
growth regulators; and the contact details of the BSU Organic Personnel.
Also, a photograph of the BSU Organic Demo Farm was placed at the panel
where the BSU Organic Market profile is.
As suggested by the respondents, the price list was placed in a separate sheet
inserted into the brochure (Figure 9).
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
37
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
38
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
39
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
39
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted to produce and evaluate a brochure that can be used by
the BSU Organic Market in to further promote their products.
Specifically, it aimed to determine the socio-demographic profile of the
respondents; determine the preferred message to be included in preparing the BSU
Organic Market brochure; determine the elements to be considered in preparing the BSU
organic market brochure as to the stakeholders’ preference;Asses the ratings of the
respondents about the material in terms of:typography, graphics, content and layout;
determine the perceived importance of the material to be developed to the respondents;
determine the respondents’ suggestions and comments for the improvement of the
brochure; and develop a brochure incorporating the respondents’ comments and
suggestions.
There were 50 respondents who were purposively chosen toevaluated the
produced brochure. Most of the respondents were married and almost all of them finished
college.
The researcher designed three initial brochures with same content, but different
designs, layouts, forms, and styles. Elements from the three brochures were combined to
develop another brochure considering the elements of visual design as set by Cadiz
(1991). Based on the comments of the stakeholders, revisions were made.
A handout about Organic Standards and Regulations, and one issue of Rangtay,
the semi-annual publication of BSU Extension Services were given by Andres to be used
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
40
as sources of information for the content of the brochure. Document Assessment was also
used for additional information.
The produced brochure that was evaluated by the respondents has four folds with
a size of 8.5” x 16” printed in a glossy paper. A photograph of vegetables being sold at
the BSU Organic Market was chosen to be placed in the front cover together with the
logo of BIGS (BSU Internal Guarantee System) and BSU. The inside page contains the
profile of the organic market, various pictures of the market’s products and the frequently
asked questions on organic food. On the other hand, the outside page contains the
available organic products and their prices.
Results showed that rating of the brochure is good in terms of its content,
graphics, layout and typography. However, based on the respondents’remarks, the
content, graphics, and typography of the brochure need to be improved.
For the over-all comment of the respondents, the content of the brochure should
be in a bullet form.
Incorporating the comments and suggestions of the respondents, a final brochure
was produced.
Conclusions
Based on the findings of the study, the following conclusions were derived:
1. A brochure is an effective print medium in promoting their organic products;
2. A brochure can be informational yet not persuasive due to budget constrains;
3. To be able to produce, there should be a continuous consultation with the
stakeholders of the Organic Market;
4. In making a brochure, elements of visual design such as: content, layout,
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
41
graphics, and typography should be considered;
5. Simple words and shorter sentences used in brochures are more
comprehensible;
6. In producing a brochure for promotion, price list should be in a separate sheet
because prices may change from time to time.
Recommendations
Based on the summary and conclusions, the recommendations were derived:
1. The brochure designed may be considered by the stakeholders for mass
production;
2. In terms of content, use shorter sentences and simplified terminologies for
easier comprehension;
3. In terms of graphics, increase contrast of images for more emphasis;
4. In terms of typography, use font size 11 or 12 for the elders to be able to read it.
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
42
LITERATURE CITED
AMDENGAN, A. 2010.Development and Evaluation of IEC Materials for the
Ecotourism Program of Kabayan, Benguet.BS Thesis. Benguet State
University, La Trinidad, Benguet. Pp. 32-33
ANDRES, J. T. 2011. About BSU Organic Market.Personal Interview
BELLAMY, M. 2005. The Advantage of Full Color Brochure Printing. Retrieved
February 14, 2012 from http://ezinearticles.com/?The-Advantages-of-Full-
Color-Brochure-Printing&id=65711
BAYLUS, E. 2011.The Advantages of Brochures. Retrieved February 14, 2012
fromeHow.com http://www.ehow.com/info_8596007_advantagesbrochures.ht
ml#ixzz1mbwvdxy0
BROCHURE DESIGN SERVICE, 2008.Brochure Types. Retrieved July 30, 2011
fromhttp://www.brochuredesignservice.com/en-BT-bi-fold-brochures.html
CADIZ, M.C.H.1991.Educational Communication for Development: Basic Concepts and
Know-how. UPLB:CA Publications Program. Pp. 46-47, 138-139.
DIWAS, R.C.2011.Development and Evaluation of Promotional Brochure for Tourism
Program in Bakun, Benguet. BS Thesis. Benguet State University, La Trinidad,
Benguet.P. 19.
DURELL, B. n.d.The Foundation of an Effective Color Brochure. Retrieved February 22,
2012 from http://marketing.bestmanagementarticles.com/a-41892-the-
foundations-of-an-effective-color-brochure.aspx
ECONMODEL. 2007. Budget Constraints. Retrieved March 5, 2012 from
http://mbaecon.wikispaces.com/budget++constraints
EDWARDS, E. 2008.The Advantages of Color Brochure. Retrieved February 14, 2012
from http://www.articlesbase.com/writing-articles/the-advantages-of-color-
brochure-523833.html
ENKIWE, G. 2007. Evaluation of Two IEC Materials on Cordillera Regional Autonomy
for La Trinidad Barangay Officials. BS Thesis. Benguet State University, La
Trinidad, Benguet.P. 26.
FORBES, R. 2009.Brochure Designs - Tips For Creating Great Brochures. Retrieved
March 10, 2012 from http://ezinearticles.com/?Brochure-Designs---Tips-For-
Creating-Great-Brochures&id=3679747
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
43
FORONDA, R. Q. 2010. Development and Evaluation of LaTop Brochure. BS Thesis.
Benguet State University, La Trinidad, Benguet.Pp.7- 8, 13.
GOMEZ, J.R. AND L.B. ARANTE.1986.Advertising. Manila, Philippines: National
Book Store Inc.Pp. 94, 111, 117-118.
KAM, D. 2010. Importance of Printed Marketing Materials. Retrieved June 20, 2011
from http://marketingdeviant.com/the-importance-of-communication/
KUDAN, S.2009.BSU launches market for organic farming products.Retrieved
December 3, 2011 from Baguio Midland Courier Web site:
http://www.baguiomidlandcourier.com.ph/business.asp?mode=%20archives/2009
/june/6-14-2009/bus4.txt
JENKINS, J. 2007. 5 Tips In Creating A Good Brochure Message. Retrieved March 10,
2012 from http://ezinearticles.com/?5-Tips-In-Creating-A-Good-Brochure-
Message&id=6692911
LOVETT, J. 1999.The Elements of Design. Retrieved June 20, 2011 from
http://www.johnlovett.com/test.htm
MAGHIRANG, E. 2009. The Importance of brochure and flyers print to Business.
Retrieved November 26, 2011 from http://www.articlesbase.com/marketing-
articles/the-importance-of-brochures-and-flyer-prints-in-business-1007484.html
MARCUS, A. 2009.Types of Brochure.Retrieved July 30, 2011
fromhttp://www.brochure-design-india.com/brochure-design-types.php.
MIRANDA, G.2000.Advertising. Manila, Philippines: National Book Store Inc. P. 157.
MIRANDA, C. AND G. MIRANDA. 1984. Effective Communication in business and
industry. Manila, Philippines: National Book Store Inc.Pp.13-14.
MINDANAO TRAINING RESOURCE CENTER (MTRC).n.d.A Training Manual on
Development Communication: Davao City. P. 2.
NETWORK SOLUTIONS. 2010. The Importance of Communication. Retrieved June 20,
2011 from http://www.marketanalyst.com/marketingmatters/2010/09/08/the-
importance-of-printed-marketing-materials/
PRATT, F. 2009. The Purpose of Brochures. Retrieved March 10, 2012 from
http://francescopratt.articlealley.com/the-purpose-of-brochures-1288398.html
WORDPRESS.2011. The Essential Elements that Make A Good Brochure Print.
Retrieved December 3, 2011 from http://www.c00kie.net/2010/12/essential-
elements-good-brochure-print.html
Production and Evaluation of the Benguet State University Organic
Market Brochure / Elvy S. Taquio. 2012
44
APPENDIX A
Survey Questionnaire
Respondent No. ____
BSU ORGANIC MARKET BROCHURE EVALUATION
I.
SOCIO-DEMOGRAPHIC PROFILE
Name (optional): ________________________________________________
Sex: M F Age: ______ Civil Status: __________
Occupation: _________________________________________________
Highest Educational Attainment:
___ Elementary ___ High School
___ College
II.
EVALUATION OF THE BROCHURE
Direction: Please check your answers.
Scale: 1- poor 2- fair 3-
average
4- good 5-
excellent
Criteria
Response
Comments and Suggestions
CONTENT
1
2
3 4
5
Clear purpose (easily understood)
Concise (brief, direct to the point)
Organized
Significant
Simplicity
of
words
LAYOUT
1
2
3 4
5
Color
Spacing
Contrast
Design
Creativity
45
Scale: 1-poor 2- fair 3-
average 4-good
5- excellent
Criteria
Response
Comments and Suggestions
GRAPHICS
1 2
3 4
5
Appearance
Size of the images
TYPOGRAPHY
1 2
3 4
5
Font
size
Font
style
Font
color
III.
PERCEIVED IMPORTANCE OF THE BROCHURE
What is the importance of the developed brochure? (Please put a check)
_____ provides information to consumers
_____ persuades consumers to buy
_____ persuades consumers to convert into buying organic products
_____ promotes organic farming
Others (please specify):
_________________________________________________________
_________________________________________________________
_________________________________________________________
APPENDIX B
Summary of the ratings of the Respondents
RESPONSES
CRITERIA
5
4
3
2
1
Mean
(Excellent) (Good) (Average) (Fair) (Poor)
Content
Clear purpose
22
27
1
-
-
4.20
Concise 20
27
3
-
-
4.34
Organized 30
19
1
-
-
4.58
Significant 25
21
4
-
-
4.42
Simplicity of words
21
23
5
1
-
4.32
Layout
Color 31
17
2
-
-
4.58
Spacing 22
21
5
-
-
4.30
Contrast 24
21
5
-
-
4.38
Design 25
22
3
-
-
4.44
Creativity 25
20
5
-
-
4.4
Graphics
Appearance 27
20
3
-
-
4.48
Size of image
27
19
2
2
-
4.42
Typography
Font size
22
19
8
1
-
4.20
Font color
29
14
7
-
-
4.44
Font style
32
17
2
-
-
4.68
APPENDIX C
Interview with Mercedes Luis, secretary of BIGS
One respondent answering the evaluation sheet
48
APPENDIX D
Photos used in the final BSU Organic Market brochure
Photo used in the front panel of the final BSU Organic Market brochure
Photo used as background in the final BSU Organic Market brochure
49
Photos used in the inside page of the final BSU Organic Market brochure
50
51
52
WhAt iS orgAnic Food?
Why doeS orgAnic Food coSt More?
About bSu orgAnic MArket
The term “organic” refers to the way agricultural products are grown
Organic food doesn’t always cost more. Some products may cost the
and processed. Specific requirements must be met and maintained in order same as (or even less) than their conventional counterparts. Current prices
The BSU Organic Market, through the office of Extension Services, was
for products to be labeled as “organic”.
for organic foods reflect many of the same costs as conventional items in
launched on May 27, 2009. The conduct of the organic market is BSU’s
Organic crops are grown without the use of pesticides and fertilizers. It
terms of growing, harvesting, transportation and storage.
approach as an advocate of organic agriculture, to create awareness and
is grown on land that has been free of these chemicals for at least three
Since organic operations must have stricter regulations
encourage people to go into organic farming.
years.
governing all of these steps, the process is often more intensive in terms of
W
labour and management.
hy go orgAnic?
These products are produced
from various BSU projects such
A healthy diet requires more than simply cutting out junkfood, it
orgAnic vS. non-orgAnic Produce
as the BSU Organic Demo Farm
involves getting the most nutritional
in Balili, La Trinidad, Benguet,
value out of every bite you take. If
BSU Gracious Farms, and from
you’d like both a healthy body and
ORGANIC PRODUCE
NON-ORGANIC
other organic and natural
a healthy planet, consider going
No Pesticides
Pesticides used
farming practitioners who
organic.
underwent rigid trainings by
BSU.
BENEFITS OF ORGANIC FOODS
• Grown with natural fertilizers
• Grown with synthetic or
(manure, compost).
chemical fertilizers.
• Contains fewer Artificial Additives
• Weeds are controlled naturally
• Weeds are controlled with
BSU Organic Market aims to:
• Genetic Modification Free
(crop rotation, hand weeding,
chemical herbicides.
• More Nutritious
mulching, and tilling).
• Insecticides are used to
1. Evaluate and assess the market impact of BSU organic products;
• Best way to fight against cancer
• Insects are controlled using
manage pests and disease.
• Great Fresh taste
2. Identify buyers and help producers sell their organic
natural methods (birds, good
• Better for the Environment
insects, traps).
products, bases for crop planning and production that will cater to the
• Better for the Animals
needs of market;
3. Educate producers and buyers who
hoW cAn you tell Which oF the tWo iS
No antibiotics, hormones, or
Typically given antibiotics,
are interested in organic agriculture;
orgAnic?
pesticides are given to
hormones & feed grown with
4. Emphasize the importance of
animals
pesticides
organic farming in global health and
The appearance of the organic food may be different than the
environmental awareness;
conventional with variation in shape, color and size.
• Livestock are given all organic
• Livestock are given growth
5. Cater to the needs
Additionally, organic fruit and vegetable does not spoil faster even without
feed.
hormones for faster growth.
of organic
putting them in the refrigerator as compared to non-organic.
• Disease is prevented with natural • Antibiotics and medications
producers and buyers
methods such as clean housing,
are used to prevent livestock
disease.
and basis for crop
rotational grazing, and a healthy
planning and
diet.
• Livestock may or may not
have access to the outdoors.
zoning schedule for
• Livestock must have access to the
outdoors.
BSU organic products.
Why do PeSticideS MAtter?
croP rotAtion And Soil MAnAgeMent PrActiceS:
• Children and fetuses are most vulnerable to pesticide exposure due to • In intensive vegetable cultivation, there should be atleast one legumes
their less-developed immune systems and because their bodies
and brains are still developing. Exposure at an early age can
crop in rotation within three years.
cause developmental delays, behavioral disorders, and motor
• In perennial crops, intercropping, cover crops or mulching must ensure
dysfunction.
that the soil is sufficiently covered for most part of the year.
• Tillage and cultivation implements shall be selected and uses in a
• Pregnant women are more vulnerable due to the added
manner that maintains or improves soil physical or biological quality and
stress pesticides put on their already taxed organs. Plus
minimizes erosion.
pesticides can be passed from mother to child in the womb,
• Appropriate conservation measures shall be established. Reasonable
as well as through breast milk. Some exposures can cause
water conservation measures must be taken to avoid escessive exploitation
delayed effects on the nervous system, even years after the
and deplition of water resources.
initial exposure.
FERTILIZATION POLICY
• Most of us have an accumulated build-up of pesticide
• The use of synthetic pesticides is prohibited.
exposure in our bodies due to numerous years of exposure.
• Products used for pest, disease and weed management prepared at the
This chemical “body burden,” as it is medically known, could lead to health farm from local plants, animals and microorganisms are allowed.
issues such as headaches, birth defects, and added strain on weakened
immune systems.
GROWTH REGULATORS
• All synthetic products like growth regulators and dyes are prohibitted.
• Products used for regulating growth and development of plants
converSion to orgAnic Agriculture:
prepared on the farm itself from local plants; animals and microorganisms
are allowed.
1. The time between the probbable start of organic
management:
For anual crops: at least 12 months before the start of the
For more information contact:
production cycle.
Jamesly T. Andres
Head of BSU Organic Market
For perennials: at least 18 months (1 yr 6 mos) of management
Research and Extension Office
according to the full standardds requirements before the first
0928-588-3276
harvest.
SOURCES:
2. One to three (1-3) year conversion (before the start of
• BEATTIE, L. n.d. Why Go Organic? Healthy Body, Healthy Planet. Retrieved January 15, 2012 from http://www.sparkpeople.com/resource/nutrition_ar
ticles.asp?id=682&page=2
production cycle) is required on lands heavily treated with
• HELP GUIDE. n.d. Organic Foods: Understanding organic food labels, benefits, and claims. Retrieved March 1, 2012 from http://helpguide.org/life/
organic_foods_pesticides_gmo.htm
synthetic chemicals over several years.
• MARQUEZ, W. 2009. Wednesday Organic Market. Rangtay.Vol. X No. 1. pg. 1.
• MARZAN, R. A. 2011. Organic Standards and Regulations. Benguet State University. Pp 2-3.
• PLANET ORGANIC. 2008. Why Go Organic?. Retrievd January 15, 2012 from http://www.planetorganic.ca/goodfood/whygoorganic/
• PRINCETON GREENING. 2007. Organic Food: Frequently asked questions: Princeton University.Retrieved January 15, 2012 from http://www.prince
ton.edu/~greening/downloads/organic_brochure.pdf
• PROGRESSIVE INSURANCE. n.d. Quality of life: Organic and non organic foods. Retrieved January 15, 2012 from http://www.progressiveic.com/
n28may05.html
Layout and Design by
Elvy S. Taquio
BS Development Communication
Benguet State University
Document Outline
- Production and Evaluation of the Benguet StateUniversity Organic Market Brochure
- BIBLIOGRAPHY
- TABLE OF CONTENTS
- INTRODUCTION
- REVIEW OF LITERATURE
- METHODOLOGY
- RESULTS AND DISCUSSION
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- LITERATURE CITED
- APPENDIX
- PRICE LIST
- BSU OM FINAL BROCHURE