Collateral category in ads doesn’t include
- Product Brochures
- Catalogues
- Readership profile
- Tradeshow handouts
Correct Ans: (C)
Explanation:
The collateral category in advertising includes printed or digital materials used to support a marketing campaign. These materials help businesses share product details, attract clients, and enhance branding. Items like product brochures, catalogues, and tradeshow handouts all fall under this category. However, the readership profile does not.
A readership profile shows the demographic details of a publication’s audience. It includes age, gender, location, and interests of readers. Marketers use it to choose where to place ads, not to promote products directly. So, it’s a planning tool, not a promotional asset.
In contrast, collateral materials directly support marketing communication. A brochure highlights key features of a product. A catalogue displays a full product range with images and prices. Tradeshow handouts give visitors quick info they can take home. All these tools help convert interest into action.
Moreover, collateral materials help maintain brand consistency. They carry the logo, color scheme, and tone of the company. As a result, they strengthen the business image across every touchpoint.
On the other hand, a readership profile sits on the strategy side. Advertisers study it before designing campaigns. It helps them select the right media platforms, but it never reaches the end customer as part of the campaign itself.
In short, readership profiles guide ad placement, while collateral materials deliver the message. That’s why readership profile is not part of the collateral category in advertising.
