Final Proposal Paper

Haley- Below is the link for my e-portfolio which I've posted my proposal paper, presentation and reflection on. Please let me know if I need to post my proposal paper on here also. Thank you. And, thanks for everything, I really enjoyed your class.

My Gen Ed ePortfolio:

http://emilyshaweportfolio.weebly.com/

The Pitch

My name is Emily. I am an alcoholic/addict in recovery. Having some experience working in the field I have learned that most alcoholics began drinking in their teens. Statistics show that underage drinkers have an 80% higher chance of becoming alcoholics than those who take their first drink at age 21. It is up to me and other alcoholics/addicts in recovery to educate our parents and children about the risks involved in underage drinking.

Surely most of us who began drinking in our teens remember those “cool” parents who bought us booze. If we were lucky they smoked us out too. I remember believing that my friend had it made. His mom smoked us out on a daily basis and regularly supplied us with a fridge full of beer, granted we paid for it. I respected her for being so nice to all of us. She provided us with a place to go any hour of the day. She became “mom” to me and 9 other kids in the neighborhood who basically lived at her place whenever they could break away from their parents.

We smoked pot, got drunk, did acid, shroomed and spent the night partying from age 13 until most of us had dropped out, became pregnant, got messed up on drugs or married at 18. Fortunately for us, we were lucky no one died while in her care. However, I can’t count how many times I or someone else blacked out or got sick from alcohol poisoning and excessive drug use. Her son, now 31, still lives at home with her and is an alcoholic and cocaine addict. All 9 of us who regularly partied in her home became alcoholics and 7 out of 9 of us became drug addicts. Not until I became sober did I realize she was not as “cool” as I’d once thought. I realized, sadly, how much she’d contributed to the chaos alcohol and drugs have created in my life.

I believe she had a responsibility to her son that she failed to meet. As a parent, that responsibility is now my own. It is up to me to provide a home environment that does not lead my child down a path of self-destruction, misery and pain. For those of us who are alcoholics and addicts in recovery, or those of us who are adult children of alcoholics, it is up to us to set up new expectations of ourselves.

Members of twelve step groups around the nation are working together to educate pre-teens and their parents of how “uncool” it is to drink or do drugs with adults. Flyers are being printed and distributed and assemblies are being held to discuss this subject. Alcoholics are sharing their stories about where they started and where they ended up, in part, due to the negative influence they had in childhood.

Our hope is that teens will consider, even if briefly, the many risks involved in underage drinking. We want them to recognize that adults who provide or allow their use do not have their best interests in mind. In fact, oftentimes, their motives are quite selfish and can lead to severe consequences such as abuse, victimization and rape. Of course there are severe consequences for adults who allow underage drinking such as legal problems and being responsible for over-doses.  

The costs of educating parents and teens are minimal. AA, CA and NA are non-profit organizations that provide us with numerous volunteers who are willing to share their stories. Also, treatment centers across the nation have employees and counselors who volunteer their time. The major expenses involved are the flyers, brochures and employees who coordinate the assemblies. Approximately $250,000 per year is spent on these costs. These expenses are largely funded by donations given during assemblies. The costs are minimal and the rewards immeasurable.          

1776

  

1776

November 4, 2010

Emily Shaw

Professor Stokes

English 2010

1776

            In class we watched the musical 1776 in order to decide if The Declaration of Independence was a proposal. It was definitely a proposal instigated mainly by John Adams. The reason the final Declaration of Independence is a proposal is because it clearly defines the problems at hand and offers a plan for solving these problems.

            According to the musical, 1776, John Adams demonstrates there is a problem by speaking up in Congress, often abruptly and headstrong. He describes the problems, such as crippling taxes, repression, abolished rights, and the invasion of British militia. He uses these examples to support his claim that the problems are significant and something must be done about them. He proposes to fix all of these problems by declaring independence from Great Britain. Adams and others who supported his proposal believed that in order to be free to govern as they choose and stop the injustices, they must unite and form their own country.  

The advantages and disadvantages of this proposal are clearly discussed. One major advantage is that a new nation would be created. In the proposal, The Declaration of Independence, it would be a nation in which, “all men are created equal (Congress, 1776).” Another advantage is that these people would have more of a voice in government with liberties that allowed them to pursue a life of happiness. Major advantages were that Great Britain would no longer be allowed to govern the colonies. British injustices such as taxes and forceful military actions would not be tolerated any longer.

Despite the advantages, there were also many disadvantages. Although the colonists had come to the states in search for a better life, many of them were still faithful to their home land. In fact, some members of Congress believed Adams talk of independence was committing treason against Great Britain and they were not happy about it. I believe the biggest obstacle in Congress, and a major disadvantage of the proposal for independence, were the risks involved. Great Britain was a large country with a strong military in comparison to the colonies troops. It would take an enormous commitment and willingness from the colonists to risk standing against British forces if they were to retaliate.

Another major problem encountered by Adams and his supporters was the issue of slavery. The South would not support the Declaration of Independence because of the threat it had to their slave trade. Adams and other members were frustrated and did not want to amend the Declaration to allow slavery because it went against everything the proposal was about, “life, liberty and the pursuit of happiness (Congress, 1776)”. After much debate on this issue, particularly with South Carolina, it was clear that the South would not support independence without protecting slavery. Therefore, in order to declare independence from Great Britain, slavery was not abolished.  

The Declaration of Independence, while not able to address equality for all people, was a very effective proposal. And, obviously, one that has shaped the success of our country today. It defined and provided evidence of the major problems with Great Britain at the time. It presented a solution, independence, in order to address the problems. It touched on the costs and benefits involved and highlighted how the future would be affected if the proposal were put into action. Most notably, it thoroughly and effectively used pathos, ethos, and logos to draw in the support of Congress. In sum, The Declaration of Independence is a fine example of a well-written proposal.   

      

Works Cited

Congress, (1776, July 4). Declaration of Independence. Retrieved November 4, 2010, from www.constitution.org: http://www.constitution.org/usdeclar.pdf

Final Evaluation Paper-Scholastic Book Orders

 Evaluation of Scholastic Book Orders

Emily Shaw

Salt Lake Community College

Professor Stokes

English 2010

Scholastic Books

Each year companies spend millions of dollars producing catalogs in order to sell their merchandise. Thousands and thousands of catalogs sell items such as crafts, party supplies, home goods, furniture, clothing, flooring, flowers, toys and much, much more. Because of the expenses involved in producing and distributing these catalogs it is important that companies use effective marketing techniques. Thus, effective catalogs require much consideration. Criteria to consider when creating effective catalogs are; the audience, design, distribution, selection, and ease of ordering.

Audience

In order to be successful a company must know who their audience is. They must be confident that their audience is likely to order through a catalog. They must determine how large or small their audience is in order to get an accurate count on how many catalogs to print. The audience must be kept in mind at all times as catalogs are created and distributed to ensure that the audience will be reached and impressed. The goal is to sell to the audience. To accomplish this goal the catalogs must be delivered to an audience that will want the products being sold.   

Design

An effective design is crucial because it grabs the consumer’s attention and increases the likelihood of selling products. Designing a catalog that includes pictures, graphics, colors, multiple font types and sizes, backgrounds, columns, order, and impressive first and last pages will appeal to reader’s eyes. In contrast, a catalog that is black and white, has small font sizes, few pictures and has the same format from page to page will likely deter a reader. A creative design is essential if you want consumers to open your catalog. Especially in today’s world of online shopping, catalogs must be creative enough to spark an interest in readers who’d rather surf the Internet than read through a magazine. At the same time, costs must be considered.

Distribution

Distribution is the process of delivering the printed catalogs to the public. It involves how the catalogs will be distributed, when the catalogs will be distributed, where they will be distributed, and to whom they’ll be distributed. Without successful distribution products will not sell. Therefore, it is imperative to find the most effective strategies and ways of reaching the target audience. Timeliness is key. For instance, if a catalog is selling Halloween products it is critical that the company distributes the magazine well in advance of Halloween. Cost-effectiveness must be considered during distribution to ensure that expenses do not exceed gains.

Selection

Selection is a huge component of an effective catalog. According to Fred D. Reynolds in An Analysis of Catalog Buying Behavior, “during the early years of catalog retailing, price, return privileges and selections are believed to have provided the foundation for the diffusion of this retailing innovation (Reynolds, July 1974).” The article continued saying, “This study suggests that selection continues as a primary appeal (Reynolds, July 1974).”

Products listed should be products that will sell. Companies should examine the prices, quality, popularity, and variety of their products. They should select items that will appeal to a large majority of their audience. While popularity is important, consumers often vary greatly and thus it can be effective to offer products that vary as well. The bigger the selection, the higher the chances that a consumer will find something they want.

Ease of Ordering

In order to sell products it is imperative that ordering through your catalog is easy. If a consumer finds it difficult to order through your catalog chances are high that they will either not complete their purchase or will refuse to order from you in the future. Offering multiple ways of ordering (i.e. online, by phone and mail in) is the best way to ensure that all consumers can order what they want with ease. Products must be easy to order and obtain in a timely, reliable manner.     

Scholastic Book Orders

I have chosen one company in particular, Scholastic Books, to determine the effectiveness of their book orders (which are essentially catalogs) in selling their products. These book orders are full of books and other items for children. Scholastic was founded in 1920 by M.R. “Robbie” Robinson (Scholastic Inc.). They are a global leader in children’s brands and distribution, with more than 9,500 employees worldwide and over $2 billion in revenues (Scholastic Inc.). 

Audience for Scholastic Book Orders

All of the items sold in Scholastic book orders are for children. With this in mind, Scholastic must consider the wants, needs and expectations of children. With such a large audience it is important that they implement enough variety to accommodate the diversity of children in this country, which they definitely do. They offer a wide variety of books and products that are exactly what kids want and love. Although parents are usually required to make a purchase, Scholastic book orders sell directly to their audience, the children. In Reynold’s 1974 article he states that, “catalog buying is more pronounced in families with children under twelve years of age (Reynolds, July 1974).” If this statistic is still true today, targeting children with catalogs seems an effective strategy.

Design of Scholastic Book Orders

Scholastic book orders are constructed of lightweight paper and are usually four to six, double-sided pages long. This design reduces paper and costs. Every item cataloged includes a picture, description, price and savings. This makes the catalog easy for the child to scan through quickly and find what most appeals to him or her. Items are in full color with many colorful backgrounds and shapes which emphasize products. Many font sizes and types are used. Labels are used to highlight information such as deals and new items. No page has exactly the same design. Therefore, each page is interesting but not too overwhelming. There is no cover page. The order form is included on half of the last page of the catalog. Scholastic book orders are very well designed. They are designed so effectively that readers will want to look at each and every item before making their selection.

Distribution of Scholastic Book Orders

Most parents are probably aware of Scholastic book orders because they are sent home with children from many schools across the country. Scholastic reaches most, if not all of their targeted audience, children, by distributing directly to schools. Distributing book orders in this way is a very wise tactic. Before a parent even sees the book order a child has the opportunity to scan through it and circle any desired items. Then, the only task at hand is to go home and plead with parents to submit to their desires. What parent doesn’t want to make their child happy for a few bucks? While not all would agree that marketing to children is appropriate or ethical, it works amazingly well. Not to mention, distributing book orders and products directly to schools is extremely cost-effective. It saves Scholastic the huge burden and extremely high expense of responding to returned shipping due to bad addresses.

Selection in Scholastic Book Orders

There is an extensive selection within every book order Scholastic creates. And generally, three monthly editions of book orders are sent home at a time, giving children a lot more options. The book orders accommodate a large audience by offering products for ages pre-Kindergarten to junior high. Books sold cover all genres of reading material. Readers will find the newest, most popular books as well as the oldest, greatest classics. While the majority of products are books other items are sold too. Many educational products are sold for subjects such as English, science, math and history.

Included with many books are miscellaneous products such as jewelry, c.d’s, pencils, posters, book lights, key chains, and stamps. These products appeal to children making ordering books more fun and desirable. Other products listed include video games, arts and crafts, board games, journals, mp3 players and rock kits. Scholastic book orders also refer consumers to their website where they can find thousands of additional titles. Not only is there a large selection of products but low prices make them affordable for anyone. Books start as low as $1.00.

Ease of Ordering Scholastic Book Products

Scholastic has made ordering from their book orders extremely easy. One way is for parents to return the order form and a check written to Scholastic Book Clubs to the child’s teacher. In recent years Scholastic has integrated a second way to order and pay, online by credit card. This process is easy, fast, secure and convenient. Parents simply go to the web address and register one time with a class activation code given to them by their child’s teacher. They then can select any products they want from the book orders plus choose from thousands more on the website. Four major credit cards can be used as payment. Once parents place their order it is sent to their child’s teacher so that books will be distributed to the child’s school. Teachers prefer parents order online because it saves them work and earns the classroom a free book.

Integration of Scholastic’s Online Catalog

The book orders are an effective way of selling products. They also work as a great marketing tool to attract customers to Scholastic’s online catalog. The integration of the online catalog appears to be exceptionally profitable. It enables the company to easily and cost-effectively sell more products. Like the book orders, the website is colorful and well designed. The products are described in detail and pictures are displayed. Prices and savings are highlighted to promote sales. The website is user friendly making it easy for parents and children to navigate and order online. Overall, the integration of the online catalog with the paper book orders is ingenious. The well-designed book orders are an economical way to attract young readers who look forward to receiving them. While the online catalog increases profits by offering a much larger selection of items.   

Conclusion

Scholastic book orders are exceptionally effective catalogs for selling merchandise. Clearly, the audience (children) is considered at all times when the book orders are being produced and distributed. The catalogs are easy to read and designed in a way that catches the consumer’s eyes immediately. They are distributed strategically and effectively in order to reach the intended audience. The wide price range and large selection make it possible for almost anyone to make a purchase. Ordering is simple and products are delivered with ease. Ultimately, scholastic book orders demonstrate catalog marketing at its best. 

References

Reynolds, F. D. (July 1974). An Analysis of Catalog Buying Behavior. Journal of Marketing, Vol. 38 , 47-51.

Scholastic Inc. (n.d.). People and History Helping All Children to Read. Retrieved October 13, 2010, from Scholastic Books: http://www.scholastic.com/aboutscholastic/peoplehistory.htm

EC Analysis of Top Gear

Top Gear Analysis

Emily Shaw

Professor Stokes

English 2010

Top Gear Analysis

In today's episode of Top Gear the guys were evaluating three old worn-out cars. Richard test drove and evaluated a Rover SD-1,  Jeremy a Jolley Sprint and James a 1978 Austin Princess. The evaluations were quite humorous incorporating several bizarre tests to determine durability and mechanical stability of these old clunkers. 

The 1978 British Austin Princess was by far the winner of the three. However, the validity of  the results is questionable because the tests were so random. One test, however, to monitor the hand brake seemed to be very effective. The cars were parked uphill and the hand breaks were pulled to see how well the cars would stay. The Princess did not roll back at all indicating an effective hand break while the Jolley Sprint rolled all the way down the hill immediately, indicating a complete failure of the hand break. In another test the cars were filled with water. The goal was to get as far as possible before the water level got below the steering wheel. The Princess again took the lead accomplishing 4,500 yards while the Sprint only went 10 yards and the Rover 1,500. This would speak volumes to how much weight the cars could hold and still accelerate. However, the holes in the Rover caused the water to leak out so fast the test could not be trustworthy to determine anything other than how airtight the vehicles were. Another test was to measure how well the cars handled vibration. Well, they all failed miserably. But this test didn't appear to be trustworthy in determining how smoothly the cars drove because regardless of the make/model the condition of any car could vary depending on how well kept it has been. 

Overall, the evaluation was not a matter of which car was truly a better vehicle. But more a competition to determine which car is the least clunkiest of these clunkers. It was extremely entertaining and fun but not a great evaluation to determine the best of the three.  

3rd Draft Evaluation Paper

 Evaluation Paper

Emily Shaw

Salt Lake Community College

Professor Stokes

English 2010

Scholastic Books

Each year companies spend millions of dollars producing catalogs in order to sell their merchandise. There are thousands and thousands of catalogs that sell items such as crafts, party supplies, home goods, furniture, clothing, flooring, flowers, toys and much, much more. Because of the expenses involved in producing and distributing these catalogs it is important that companies use effective marketing techniques. Thus, effective catalogs require much consideration. Criteria to consider when creating effective catalogs are; the audience, design, distribution, selection, and ease of ordering.

Audience

In order to be successful a company must know who their audience is. They must be confident that their audience is likely to order through a catalog. They must determine how large or small their audience is in order to get an accurate count on how many catalogs to print. The audience must be kept in mind at all times as catalogs are created and distributed to ensure that the audience will be reached and impressed. The goal is to sell to the audience. To accomplish this goal the catalogs must be delivered to an audience that will want the products being sold.   

Design

An effective design is crucial because it grabs the consumer’s attention and increases the likelihood of selling products. Designing a catalog that includes pictures, graphics, colors, multiple font types and sizes, backgrounds, columns, order, and impressive first and last pages will appeal to reader’s eyes. In contrast, a catalog that is black and white, has small font sizes, few pictures and has the same format from page to page will likely deter a reader. A creative design is essential if you want consumers to open your catalog. Especially in today’s world of online shopping, catalogs must be creative enough to spark an interest in readers who’d rather surf the Internet than read through a magazine. At the same time, costs must be considered.

Distribution

Distribution is the process of delivering the printed catalogs to the public. It involves how the catalogs will be distributed, when the catalogs will be distributed, where they will be distributed, and to whom they’ll be distributed. Without successful distribution products will not sell. Therefore, it is imperative to find the most effective strategies and ways of reaching the target audience. Timeliness is key. For instance, if a catalog is selling Halloween products it is critical that the company distributes the magazine well in advance of Halloween. Cost-effectiveness must be considered during distribution to ensure that expenses do not exceed gains.

Selection

Selection is a huge component of an effective catalog. Products listed should be products that will sell. Companies should examine the prices, quality, popularity, and variety of their products. They should select items that will appeal to a large majority of their audience. While popularity is important, consumers often vary greatly and thus it can be effective to offer products that vary as well. The bigger the selection, the higher the chances that a consumer will find something they want.

Ease of Ordering

In order to sell products it is imperative that ordering through your catalog is easy. If a consumer finds it difficult to order through your catalog chances are high that they will either not complete their purchase or will refuse to order from you in the future. Offering multiple ways of ordering (i.e. online, by phone and mail in) is the best way to ensure that all consumers can order what they want with ease. Products must be easy to order and obtain in a timely, reliable manner.     

Scholastic Book Orders

I have chosen one company in particular, Scholastic Books, to determine the effectiveness of their book orders (which are essentially catalogs) in selling their products. These book orders are full of books and other items for children. Scholastic was founded in 1920 by M.R. “Robbie” Robinson (Scholastic Inc.). They are a global leader in children’s brands and distribution, with more than 9,500 employees worldwide and over $2 billion in revenues (Scholastic Inc.). 

Audience for Scholastic Book Orders

All of the items sold in Scholastic book orders are for children. With this in mind, Scholastic must consider the wants, needs and expectations of children. With such a large audience it is important that they implement enough variety to accommodate the diversity of children in this country, which they definitely do. They offer a wide variety of books and products that are exactly what kids want and love. Although parents are usually required to make a purchase, Scholastic book orders sell directly to their audience, the children.

Design of Scholastic Book Orders

Scholastic book orders are constructed of lightweight paper and are usually four to six, double-sided pages long. This design reduces paper and costs. Every item cataloged includes a picture, description, price and savings. This makes the catalog easy for the child to scan through quickly and find what most appeals to him or her. Items are in full color with many colorful backgrounds and shapes which emphasize products. Many font sizes and types are used. Labels are used to highlight information such as deals and new items. No page has exactly the same design. Therefore, each page is interesting but not too overwhelming. There is no cover page. The order form is included on half of the last page of the catalog. Scholastic book orders are very well designed. They are designed so effectively that readers will want to look at each and every item before making their selection.

Distribution of Scholastic Book Orders

Most parents are probably aware of Scholastic book orders because they are sent home with children from many schools across the country. Scholastic reaches most, if not all of their targeted audience, children, by distributing directly to schools. Distributing book orders in this way is a very wise tactic. Before a parent even sees the book order a child has the opportunity to scan through it and circle any desired items. Then, the only task at hand is to go home and plead with parents to submit to their desires. What parent doesn’t want to make their child happy for a few bucks? While not all would agree that marketing to children is appropriate or ethical, it works amazingly well. Not to mention, distributing book orders and products directly to schools is extremely cost-effective. It saves Scholastic the huge burden and extremely high expense of responding to returned shipping due to bad addresses.

Selection in Scholastic Book Orders

There is an extensive selection within every book order Scholastic creates. And generally, three monthly editions of book orders are sent home at a time, giving children a lot more options. The book orders accommodate a large audience by offering products for ages pre-Kindergarten to junior high. Books sold cover all genres of reading material. Readers will find the newest, most popular books as well as the oldest, greatest classics. While the majority of products are books other items are sold too. Many educational products are sold for subjects such as English, science, math and history.

Included with many books are miscellaneous products such as jewelry, c.d.’s, pencils, posters, book lights, key chains, and stamps. These products appeal to children making ordering books more fun and desirable. Other products listed include video games, arts and crafts, board games, journals, mp3 players and rock kits. Scholastic book orders also refer consumers to their website where they can find thousands of additional titles. Not only is there a large selection of products but low prices make them affordable for anyone. Books start as low as $1.00.

Ease of Ordering Scholastic Book Products

Scholastic has made ordering from their book orders extremely easy. One way is for parents to return the order form and a check written to Scholastic Book Clubs to the child’s teacher. In recent years Scholastic has integrated a second way to order and pay, online with a credit card. This process is easy, fast, secure and convenient. Parents simply go to the web address and register one time with a class activation code given to them by their child’s teacher. They then can select any products they want from the book orders plus choose from thousands more on the website. Once parents place their order it is sent to their child’s teacher so that books will be distributed to the child’s school. Teachers prefer parents order online because it saves them work and earns the classroom a free book.

Integration of Scholastic’s Online Catalog

The book orders are an effective way of selling products. They also work as a great marketing tool to attract customers to Scholastic’s online catalog. The integration of the online catalog appears to be exceptionally profitable. It enables the company to easily and cost-effectively sell more products. Like the book orders, the website is colorful and well designed. The products are described in detail and pictures are displayed. Prices and savings are highlighted to promote sales. The website is user friendly making it easy for parents and children to navigate and order online. Overall, the integration of the online catalog with the paper book orders is ingenious. The well-designed book orders are an economical way to attract young readers who look forward to receiving them. While the online catalog increases profits by offering a much larger selection of items.   

Conclusion

Scholastic book orders are exceptionally effective catalogs for selling merchandise. Clearly, the audience (children) is considered at all times when the book orders are being produced and distributed. The catalogs are easy to read and designed in a way that catches the consumer’s eyes immediately. They are distributed strategically and effectively in order to reach the intended audience. The wide price range and large selection make it possible for almost anyone to make a purchase. Ordering is simple and products are delivered with ease. Ultimately, scholastic book orders demonstrate catalog marketing at its best. 

References

Scholastic Inc. (n.d.). People and History Helping All Children to Read. Retrieved October 13, 2010, from Scholastic Books: http://www.scholastic.com/aboutscholastic/peoplehistory.htm

Evaluation Draft

Evaluation Paper

Emily Shaw

Salt Lake Community College

Professor Stokes

English 2010

Scholastic Books

Each year thousands of companies invest millions of dollars producing catalogs and magazines as a tool to sell merchandise. There are thousands and thousands of catalogs that sell items such as crafts, party supplies, home goods, furniture, clothing, flooring, flowers, toys and much, much more. Because of the expense in producing these catalogs it is important that companies use effective marketing techniques in order to maximize the profits. Effective catalogs require much consideration. Criteria to consider when evaluating effective catalogs are; the audience, design, distribution, selection, and ease of ordering.

Audience

A company must know who their audience is and if they are likely to order through a catalog. They must determine how large or small their audience is in order to determine how many catalogs to print. The audience must be kept in mind at all times as catalogs are created and distributed to ensure that the audience will be reached and impressed.  

Design

An effective design is crucial because it grabs the consumer’s attention and increases the likelihood of selling products. Designing a catalog that includes pictures, graphics, colors, multiple font types and sizes, backgrounds, columns, order, and impressive first and last pages will appeal to reader’s eyes. In contrast, a catalog that is black and white, has small font sizes, few pictures and has the same format from page to page will likely deter a reader. Creative designs are necessary; yet, costs must be considered.    

Distribution

Distribution involves the how, where, and to whom the printed catalogs will be delivered to the public. Without successful distribution products will not sell. Therefore, it is imperative to find the most effective strategies and ways of reaching the target audience. Again, cost-effectiveness must be considered so that expenses do not exceed gains.

Selection

Selection is a major component to the effectiveness of selling products in catalogs. Companies should determine the selection by considering the audience, price, quality, popularity, and variety. Consumers often vary greatly and thus it can be effective to offer products that vary as well. The bigger the selection, the higher the chances that a consumer will find something they want.

Ease of Ordering

When producing catalogs the point is to sell products. Thus, the ease of ordering is crucial. If a consumer finds it difficult to order through your catalog chances are that they will either not complete their purchase or not order in the future. Offering multiple ways of ordering, (ie online, by phone and mail in) is the best way to ensure that all consumers can order what they want with ease. Products must be easy to order and easy to obtain in a timely, reliable manner.      

Scholastic Book Orders

I have chosen one company in particular, Scholastic Books, to determine the effectiveness of their book orders (which are essentially catalogs) in selling their products. These book orders are full of books and other items for children. Scholastic was founded in 1920 by M.R. “Robbie” Robinson (Scholastic Inc.). They are a global leader in children’s brands and distribution, with more than 9,500 employees worldwide and over $2 billion in revenues (Scholastic Inc.). 

Audience for Scholastic Book Orders

All of the merchandise listed in Scholastic book orders are applicable to children. With this in mind, Scholastic must consider the wants, needs and expectations of children. With such a large audience it is important that they implement enough variety to accommodate the diversity of children in this country. Reaching this audience is important too.  

Design of Scholastic Book Orders

Schlastic book orders are constructed of lightweight paper and are usually about 4 to 6 double-sided pages long, reducing paper and costs. Every item cataloged includes a picture, description, price and savings. This makes the catalog easy to scan through quickly and find what appeals to the consumer. Items are in full color with many colorful backgrounds and shapes to emphasize products. There are many font types and sizes used. Labels are used to highlight information such as deals and new items. No page has exactly the same design. Each page is, therefore, interesting but not too overwhelming. There is no cover page. The order form is included on half of the last page of the catalog.

Distribution of Scholastic Book Orders

Most parents are probably aware of Scholastic book orders because they are brought home by children in many schools across the country. Distributing book orders in this way is a very wise tactic. Scholastic reaches all of their targeted audience, children, by distributing to schools. Before a parent even sees the book order a child has the opportunity to scan through and circle any desired items. Then, the only task at hand is to go home and plead with parents to submit to their desires. What parent doesn’t want to make their child happy for a few bucks? In addition, for every order purchased online the classroom gets a free book. While not all would agree that marketing to children is appropriate or ethical, it works amazingly well.

Selection in Scholastic Book Orders

There is an extensive selection within every book order Scholastic creates. And generally, three monthly editions of Scholastic book orders are sent home at a time which gives kids a lot more options. The book orders accommodate a large audience by offering products for ages pre-Kindergarten to junior high. Books sold cover all genres of reading material. Readers will find the most popular books of today to many old classics. While the majority of products are books other items are sold too. Many educational products such as phonics, English, science, math and history are listed. Included with many books are miscellaneous products that appeal to children. Items such as jewelry, cds, pencils, posters, book lights, key chains, and stamps make ordering books more fun and desirable. Other products sold that attract children are video games, arts and crafts, board games, journals, mp3 players and rock kits. Catalogs also refer to the website for thousands of titles more than what is listed. Not only is there a large selection of products, but low prices make them affordable for anyone. Books start as low as $1.00 but there are sets that cost much more.

Ease of Ordering Scholastic Book Products

Scholastic offers two ways of ordering their products. Parents can order online by using their credit card or pay pal?? Or children can return the order form and a check to the child’s teacher to send in. Unfortunately there is no way to phone in an order which would be beneficial for people who do not have the internet or checks. Books are always mailed to the child’s school which makes it very convenient if a parent does not want to worry about it once the order is placed. However, if there is a mistake and a teacher overlooks it the parents may not be made aware either unless the child notices. If made aware, the parents must inform and handle the problem through the school they ordered through. This can be a much bigger pain than contacting the company directly.

Conclusion

Overall, Scholastic book orders are a very effective way of selling their merchandise. Clearly, the audience is considered at all times when the book orders are created. They are well designed to emphasize products and catch the consumer’s eyes immediately. They are distributed in a way that is easy, quick and reaches the intended audience. There is an enormous selection allowing almost any buyer to make a purchase. Lastly, ordering can be done with very little effort on the consumers part and the books purchased are delivered with ease. Scholastic book orders demonstrate catalog marketing at its best.  

References

Scholastic Inc. (n.d.). People and History Helping All Children to Read. Retrieved October 13, 2010, from Scholastic Books: http://www.scholastic.com/aboutscholastic/peoplehistory.htm