The Character of the Catalog

Along with other cataloging techniques, we'll cover the five “Ps” of cataloging:

  • Positioning

  • Presentation

  • Production

  • Personalization

  • Persistence

Understanding these will give you insight into how the industry operates and the unique advantages that catalogers have built for their companies.

A catalog, in retail terms, is a “shelf” that relies on direct marketing techniques. It can encompass education as well as entertainment. This is not just due to the inherent nature of the catalog—the fact that it's a portable picture book. It's also due to the diligence the industry has given to effective presentation including compelling artwork and persuasive copy. Even several business-to-business catalogs have created interesting ...

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