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Yellow Pages Ads - Buying Secrets


Yellow Pages Ads - Buying Secrets

OK- let's agree that many businesses can benefit greatly from Yellow Pages advertising. Let's also agree that few businesses enjoy paying for this "necessary evil". So how do you decide if it is right for you, what books to use, how much to spend and how to build a successful program? It's really easy if you understand some basic concepts.

Do you need yellow pages ads?

How important is the telephone as a "door to your business"? Does a large percentage of your customer base call you before they buy? Is your business one that gets customers that are area newcomers (I don't know anyone), emergency buyers (I need someone now!), dissatisfied customers (I want a new supplier), infrequent buyers (I don't know now who can do this) or comparison shoppers (I want to check with everyone)? If so, then yellow pages are probably a good idea for your business. Do not ignore Internet yellow pages that may serve you better than, or support, a print ad. Both reach customers when they are ready to buy.

White Pages Listings

White Pages Listings are valuable for companies due to their convenience for people that know your company name and have decided to call only you. Finding you by name keeps your customers out of the yellow pages where they may be tempted by the ads of your competitors. Most directories offer white pages bold listings and sometimes even small in-column ads. If you're in business then you need white page listings - period.

Which book is best?

Determine the key criteria Possession, Preference and Usage. Every rep will have great statistics to show. However the local phone company is usually regulated by a State agency and is held to strict accuracy on claims. Additionally the YPA (Yellow Pages Association) is the industry association that provides validation on much of the industry facts and figures. Local market facts ad relevance so be certain to consider this over "industry figures". The local phone company book is almost always the best Value Purchase. Secondary books can be of benefit but your cost per customer may be much higher than the primary book. Consider the following: Book "A" ad costs $100 and Book "B" ad costs $50. Book "A" has 80% Possession, Preference and Usage AND Book "B" has 20% Possession, Preference and Usage. Book "A" could deliver 8 of 10 shoppers and Book "B" could deliver 2 of 10. So Book "A" customers cost you $12.50 each while Book "B" customers cost you $25.00 each. Thus the value is in the "more expensive" ad space. It's really about return on investment. Buy smart. And again, the Internet yellow pages are a distinct advantage that the phone companies have to offer.

How much do I spend?

In short, no more than you have to. Don't get caught up in being under every heading or buying a bigger ad every year. Look at your chosen directory, your headings and decide what it takes to be competitive enough to generate the amount of business that you need. If everyone has an in-column space listing then a small display ad is quite dominant. If you are a small business and a full page delivers more than you can handle then it is a waste of money. Inversely, if you buy an ad size that is too small then your call counts could be horrible. I refer to people with these ads as making a donation to the publisher. In every heading the people with the most prominent ads "love yellow pages" and those with tiny ads or only listings always complain, "I don't get any calls from the yellow pages". Have your rep explain in detail how their company prices ads. The large publishers typically have a set rate for each item and a formal marketing plan with discounts. Many of the independent books place you in the position of needing to be a master negotiator in order to get the same deal as the customer on their last sales call. If a rep can't clearly explain their pricing plan then be very cautious - they are probably misleading you and undoubtedly you will catch them bobbing and weaving as they try to explain how they arrived at their numbers. Hopefully you will have the same rep in subsequent years and trust will be established. Annual increases to your ad program may happen - publishing and distribution costs do increase. Although increases may be valid you may be able to minimize cost increases by understanding the pricing plan. Don't be afraid to ask questions and make absolutely positive that you understand what ad items that you are buying. Review your program items before you sign.

How do I build a successful program?

First, know that your rep is in front of you to sell advertising and may not be the best person at ad design. Reps receive minimal training on professional advertising design and they usually make a sales call shorter by quickly steering you into an ad designed as a box with your "name, rank and serial number". An ad should be eye catching and provide a compelling reason to call - offering a solution to the buyer. Yellow page users are ready to buy and are deciding on whom to call. Have an ad that presents you as The Credible Solution. Yellow page advertising is expensive only if you have an under performing ad design. When you consider the impact on your bottom line (the revenue and the expense) it may be worth it to get an outside service to design a high impact ad that you can use year after year. Always check with your ad agency to verify that you own the ad and will not have to pay annual royalty or licensing fees to use the ad in subsequent years or in multiple books. Agency costs for ad design vary greatly so shop around. Expensive ad designs may not reflect a higher quality nearly as much as they reflect higher profits for the egocentric design firms. A good ad of most any size can be done for $300-$500. In any event, remember that companies would not advertise in yellow pages if it did not work - try it out!

Get Real Services of Marietta, Georgia, specializes in small business consulting, marketing services, advertising, logo and website design. The Company provides products and services for small to mid-sized businesses in the United States. For more information on working with yellow pages or yellow pages ad design please contact the company at 770.654.3223, send an e-mail to [email protected] or visit http://www.GetRealServices.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. March / 28 / 2023

The TV Advertising Market Is Slumping, But Sports Ads Are Booming - Hollywood Reporter
The TV Advertising Market Is Slumping, But Sports Ads Are Booming  Hollywood Reporter

How ChatGPT Is Prompting Advertising Strategists To Think Different - The Drum
How ChatGPT Is Prompting Advertising Strategists To Think Different  The Drum

Snap Taps Former Microsoft Head of Advertising Rob Wilk as President of Americas - Variety
Snap Taps Former Microsoft Head of Advertising Rob Wilk as President of Americas  Variety

Advertising spending expected to grow this year despite economic uncertainty - Greater Baton Rouge Business Report
Advertising spending expected to grow this year despite economic uncertainty  Greater Baton Rouge Business Report

What to watch for in TV advertising's 2023 upfront market - Digiday
What to watch for in TV advertising's 2023 upfront market  Digiday

ChatGPT and Generative AI in Media and Advertising - Insider Intelligence
ChatGPT and Generative AI in Media and Advertising  Insider Intelligence

Entrepreneur Gary Vaynerchuk Says More Bang For The Buck Comes From Advertising On Radio. - Inside Radio
Entrepreneur Gary Vaynerchuk Says More Bang For The Buck Comes From Advertising On Radio.  Inside Radio

From Eugenics to Targeted Advertising: The Dark Role of Data in Sorting Humanity - Literary Hub
From Eugenics to Targeted Advertising: The Dark Role of Data in Sorting Humanity  Literary Hub

US Justice Dept's Google advertising case gets fast-paced schedule - Reuters
US Justice Dept's Google advertising case gets fast-paced schedule  Reuters

U.S. Advertising Growth Forecast Cut Slightly for 2023 - Hollywood Reporter
U.S. Advertising Growth Forecast Cut Slightly for 2023  Hollywood Reporter

Pinterest Rises on Better Advertising Potential - TipRanks
Pinterest Rises on Better Advertising Potential  TipRanks

Pinterest CEO Bill Ready Impresses Investors with New Advertising ... - Observer
Pinterest CEO Bill Ready Impresses Investors with New Advertising ...  Observer

Pinterest Stock Rises on Upgrade as Advertising Technology Seen Boosting Growth - Barron's
Pinterest Stock Rises on Upgrade as Advertising Technology Seen Boosting Growth  Barron's

Advertising Research Group Wants To Replace TV Households - Forbes
Advertising Research Group Wants To Replace TV Households  Forbes

Contextual Advertising Global Market to Reach $562.1 Billion by 2030: Contextual Advertising and Personalization Evolve into Critical Aspects in Building a Comprehensive Ad Campaign Strategy - Yahoo Finance
Contextual Advertising Global Market to Reach $562.1 Billion by 2030: Contextual Advertising and Personalization Evolve into Critical Aspects in Building a Comprehensive Ad Campaign Strategy  Yahoo Finance

Manager, Sponsorship and Advertising, Cityside - Oaklandside
Manager, Sponsorship and Advertising, Cityside  Oaklandside

Edtech should raise the bar for education advertising | Mint - Mint
Edtech should raise the bar for education advertising | Mint  Mint

HCBI board members learn about digital advertising opportunity - huntingdondailynews.com
HCBI board members learn about digital advertising opportunity  huntingdondailynews.com

FTC Cracks Down on BetterHelp’s Sharing of Health Information for ... - JD Supra
FTC Cracks Down on BetterHelp’s Sharing of Health Information for ...  JD Supra

Blurred lines – when celebrity endorsements can lead to claims of ... - JD Supra
Blurred lines – when celebrity endorsements can lead to claims of ...  JD Supra

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New York City buys billboards in southern cities advertising its abortion access  The American Independent

Anzu: Advertising in Games is Easier Than You Think – Beet.TV - BeetTV
Anzu: Advertising in Games is Easier Than You Think – Beet.TV  BeetTV

Geico, Allstate lead the insurance industry in advertising spending cuts - Insider Intelligence
Geico, Allstate lead the insurance industry in advertising spending cuts  Insider Intelligence

Montana Senators Reject House-Passed Bill To Ban Most Marijuana ... - Marijuana Moment
Montana Senators Reject House-Passed Bill To Ban Most Marijuana ...  Marijuana Moment

The FTC’s Crackdown On Misleading Advertising Will Benefit Both ... - The Drum
The FTC’s Crackdown On Misleading Advertising Will Benefit Both ...  The Drum

Pacvue Expands From Advertising to Retail - Business Insider
Pacvue Expands From Advertising to Retail  Business Insider

Auto Advertising Is On The Rebound At Radio But The Trend Lacks ... - Inside Radio
Auto Advertising Is On The Rebound At Radio But The Trend Lacks ...  Inside Radio

Test Your Ad Expands To Radio, Podcast And Audio Advertising. - Inside Radio
Test Your Ad Expands To Radio, Podcast And Audio Advertising.  Inside Radio

Discover the Most Popular Types of Billboard Advertising in San ... - San Francisco Examiner
Discover the Most Popular Types of Billboard Advertising in San ...  San Francisco Examiner

Instacart Serves Up More Fresh Produce with Innovative New ... - PR Newswire
Instacart Serves Up More Fresh Produce with Innovative New ...  PR Newswire

Tribaldata Partners with PubMatic Enabling Media Buyers to Reduce the Carbon Footprint of Digital Advertising Campaigns - Yahoo Finance
Tribaldata Partners with PubMatic Enabling Media Buyers to Reduce the Carbon Footprint of Digital Advertising Campaigns  Yahoo Finance

Instagram unveils two new advertising channels - MarTech
Instagram unveils two new advertising channels  MarTech

Meet Minneapolis unveils new advertising campaign to boost tourism - KARE11.com
Meet Minneapolis unveils new advertising campaign to boost tourism  KARE11.com

Kargo Partners With Snap to Develop Creative Science and a Dynamically Generated Product Catalog for E-commerce and Retail Advertisers - Yahoo Finance
Kargo Partners With Snap to Develop Creative Science and a Dynamically Generated Product Catalog for E-commerce and Retail Advertisers  Yahoo Finance

Newsletter publishers say they continue to see uptick in revenue ... - Digiday
Newsletter publishers say they continue to see uptick in revenue ...  Digiday

Potential TikTok Ban Worrying Advertisers - Pharmaceutical Executive
Potential TikTok Ban Worrying Advertisers  Pharmaceutical Executive

Elon Musk needs Twitter advertisers, but they’re not coming back - Vox.com
Elon Musk needs Twitter advertisers, but they’re not coming back  Vox.com

Mobile Billboard Advertising in Florida: Dat MediaFL Launches LED ... - Benzinga
Mobile Billboard Advertising in Florida: Dat MediaFL Launches LED ...  Benzinga

Australia: Survey shows gambling increasingly prevalent, residents ... - Yogonet International
Australia: Survey shows gambling increasingly prevalent, residents ...  Yogonet International

FTC Issues Orders to Social Media and Video Streaming Platforms ... - Federal Trade Commission News
FTC Issues Orders to Social Media and Video Streaming Platforms ...  Federal Trade Commission News

How to Develop an Advertising Plan According to Everest Business ... - The Ritz Herald
How to Develop an Advertising Plan According to Everest Business ...  The Ritz Herald

Pope: Without power of Holy Spirit, evangelization is empty advertising - USCCB
Pope: Without power of Holy Spirit, evangelization is empty advertising  USCCB

Rule 8.3 - Mirriad Advertising plc - GlobeNewswire
Rule 8.3 - Mirriad Advertising plc  GlobeNewswire

Cloud Advertising Market 2023 Overview, Top Manufactures, Market ... - Digital Journal
Cloud Advertising Market 2023 Overview, Top Manufactures, Market ...  Digital Journal

Adcore Wins Microsoft’s Advertising 2022 Channel Partner of the Year Award for EMEA - Yahoo Finance
Adcore Wins Microsoft’s Advertising 2022 Channel Partner of the Year Award for EMEA  Yahoo Finance

03/23/2023 | OC Council Debates Advertising Budget Increases ... - The Dispatch
03/23/2023 | OC Council Debates Advertising Budget Increases ...  The Dispatch

Personalised advertising needs to be less personal | India | Law.asia - Law.asia
Personalised advertising needs to be less personal | India | Law.asia  Law.asia

Retail, search and Amazon's $40bn 'advertising' business ... - Benedict Evans
Retail, search and Amazon's $40bn 'advertising' business ...  Benedict Evans

The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period - Yahoo Finance
The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period  Yahoo Finance

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Attorney claims Jonathan Majors innocent over alleged assault; US ...  Screen International

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Kaufman Organization Secures 5,909-Square-Foot Lease at 15 ...  Real Estate Weekly

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HOAX: This Facebook post advertising jobs using Pwani Oil's Fresh ...  PesaCheck

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Qatar World Cup Is Hijacked To Advertise Tobacco  Health Policy Watch

Alexander Fedorowicz: Privacy legislation would break online ... - Florida Politics
Alexander Fedorowicz: Privacy legislation would break online ...  Florida Politics

B2B spend on TV advertising has doubled since 2018 - Marketing Week
B2B spend on TV advertising has doubled since 2018  Marketing Week

T-Mobile told to quit advertising umlaut-inspired 'most reliable' 5G - FierceWireless
T-Mobile told to quit advertising umlaut-inspired 'most reliable' 5G  FierceWireless

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Study sheds light on concerning new trend in drug advertising ...  Science Daily

Marijuana companies wade into Twitter advertising with mixed ... - Marijuana Business Daily
Marijuana companies wade into Twitter advertising with mixed ...  Marijuana Business Daily

Federal regulations that restrict unhealthy food and beverage ... - American Society for Nutrition
Federal regulations that restrict unhealthy food and beverage ...  American Society for Nutrition

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Vietnam's advertising businesses needs a 'Black List' to block toxic ...  VietNamNet

Influencing the path to care with responsible advertising - Wolters Kluwer
Influencing the path to care with responsible advertising  Wolters Kluwer

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Pinterest Provides New Tips on Effective Pin Advertising Approaches  Social Media Today

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California's False Advertising Laws And The "On Sale" Price ...  Mondaq News Alerts

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Veterans, cannabis digital advertising and the lawsuits against the OCM  syracuse.com

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Is Weakness In Vertoz Advertising Limited (NSE:VERTOZ) Stock A Sign That The Market Could be Wrong Given Its Strong Financial Prospects?  Simply Wall St

Jeri Fields: Protection from misleading advertising - The Tribune ... - Ironton Tribune
Jeri Fields: Protection from misleading advertising - The Tribune ...  Ironton Tribune

Joy Robins Named Global Chief Advertising Officer of The New York ... - The New York Times Company
Joy Robins Named Global Chief Advertising Officer of The New York ...  The New York Times Company

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Podcasting's Biggest Advertisers Bump Up February Spending From ...  Inside Radio

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HOAX: This link advertising a Ramadhan promotion by Carrefour is ...  PesaCheck

Out-of-Home (OOH) Advertising Market Sales Comparison to 2031 - Digital Journal
Out-of-Home (OOH) Advertising Market Sales Comparison to 2031  Digital Journal

Streaming services advertising in 2023: what marketers should know - AdAge.com
Streaming services advertising in 2023: what marketers should know  AdAge.com

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5 charts showing where people (and advertisers) would go after ...  Insider Intelligence

Insurance Advertising Market Sustainable Growth Ahead: Seapoint Digital, Confluency Solutions, Quotit - EIN News
Insurance Advertising Market Sustainable Growth Ahead: Seapoint Digital, Confluency Solutions, Quotit  EIN News

Engaging OB-GYNs with successful & contextual advertising - Wolters Kluwer
Engaging OB-GYNs with successful & contextual advertising  Wolters Kluwer

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In-game advertising: A marketer's guide  MarTech

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FTC to Ban BetterHelp from Revealing Consumers' Data, Including ...  Federal Trade Commission News

Global Head of Microsoft Advertising steps down - Search Engine Land
Global Head of Microsoft Advertising steps down  Search Engine Land

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Opposition backs plan to outlaw advertising gay conversion therapy  Times of Malta

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SRU recognized in advertising and marketing awards  Slippery Rock University

Net Zero Claims in UK Advertising: What Companies Need to Know ... - Sidley Austin LLP
Net Zero Claims in UK Advertising: What Companies Need to Know ...  Sidley Austin LLP

Meta's AI and automation push could turn off advertising agencies - Insider Intelligence
Meta's AI and automation push could turn off advertising agencies  Insider Intelligence

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Differences in child and adolescent exposure to unhealthy food and ...  BMC Public Health

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Carr Specialty Baits, Inc. Welcomes New Vice President of ...  Fishing Tackle Retailer

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The Global Programmatic Display Advertising Market size is expected to reach $2772.7 billion by 2028, rising at a market growth of 31.9% CAGR during the forecast period  Yahoo Finance

New IAB Study Reveals Five Misperceptions About Video Game ... - IAB
New IAB Study Reveals Five Misperceptions About Video Game ...  IAB

LTV's De Facto examines alcohol advertising changes in Latvia - Eng.Lsm.lv
LTV's De Facto examines alcohol advertising changes in Latvia  Eng.Lsm.lv

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Advertising, PR students 'pawfect' match for service dog org  Nebraska Today

Washington may soon require additional disclosures for political ... - KNKX Public Radio
Washington may soon require additional disclosures for political ...  KNKX Public Radio

Walmart V. Amazon: Advertising, Inflation, And The Battle For ... - Forbes
Walmart V. Amazon: Advertising, Inflation, And The Battle For ...  Forbes

Article III Standing and PFAS False Advertising Class Actions - The National Law Review
Article III Standing and PFAS False Advertising Class Actions  The National Law Review

Five Things Marketers Should Know About Generative AI in ... - The Wall Street Journal
Five Things Marketers Should Know About Generative AI in ...  The Wall Street Journal

Artscape Promotional Short Film Wins Two GOLD American ... - Mayor Brandon M. Scott
Artscape Promotional Short Film Wins Two GOLD American ...  Mayor Brandon M. Scott

Netflix Surpasses 1 Million Users For Its Advertising Business ... - Bloomberg
Netflix Surpasses 1 Million Users For Its Advertising Business ...  Bloomberg

JUUL false advertising $255M class action settlement - Top Class Actions
JUUL false advertising $255M class action settlement  Top Class Actions

Elon Musk thinks he can fix Twitter's advertising business after derailing it - CNN
Elon Musk thinks he can fix Twitter's advertising business after derailing it  CNN

AI Advertising: The FTC Prepares for Battle - McDermott Will & Emery
AI Advertising: The FTC Prepares for Battle  McDermott Will & Emery

Make-A-Wish and Lamar Advertising enter yearlong pro bono ... - PR Newswire
Make-A-Wish and Lamar Advertising enter yearlong pro bono ...  PR Newswire

FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ... - Federal Trade Commission News
FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ...  Federal Trade Commission News

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Austin plumbing company has unique advertising by spoofing well-known films  FOX 7 Austin

TikTok enters the search ad market, challenging Google and Microsoft - Search Engine Land
TikTok enters the search ad market, challenging Google and Microsoft  Search Engine Land

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