Print Catalogs & Web Working Together (1,425 words)

Most consumers can identify B&N's brand as a bookselling giant, but the catalog should still have copy explaining why we should shop from this company. Trollinger recommends this tagline: Exclusive Books at 40 percent off regular prices.

While the cover may not convince the reader to open the catalog, one may find the inside spread compelling: lots of books, B&N exclusives and a 100-percent satisfaction guarantee. Effective icons include one for B&N exclusives. However, use of this icon is inconsistent: we spotted several exclusives throughout the catalog that were not highlighted with an icon. On the other hand, icons explaining all the ordering vehicles and online features, including