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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 Fri. May / 07 / 2021

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Lerner Advertising To Receive Two Golden Gavel Awards  PRNewswire

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Preeminent Orange County Advertising and Marketing Agency Loses Pioneer President  PRNewswire

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Bragg, lottery's advertising lead, leaves for Texas  Northwest Arkansas Democrat-Gazette

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Advertising and strategic communications to move to school of business  Lindenlink

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Diversity in Advertising: Avoid The Obvious 05/06/2021  MediaPost Communications

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AMC Networks Execs See Streaming As Top Revenue Source By 2025, Hail Return Of ‘The Walking Dead’ Production After Mixed Q1 Financial Report – Update  Deadline

ViacomCBS beats quarterly revenue estimates on streaming, advertising boost - Reuters.com
ViacomCBS beats quarterly revenue estimates on streaming, advertising boost  Reuters.com

What Is An Advertisement? The National Advertising Division Weighs In. - JD Supra
What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

CannaCraft settles false advertising case for $250,000 - Santa Rosa Press Democrat
CannaCraft settles false advertising case for $250,000  Santa Rosa Press Democrat

Facebook pushes back advertising meetings after Oversight Board ruling - Business Insider
Facebook pushes back advertising meetings after Oversight Board ruling  Business Insider

OAAA logo (PRNewsfoto/Out of Home Advertising Association) - NBC Right Now
OAAA logo (PRNewsfoto/Out of Home Advertising Association)  NBC Right Now

Legislation would prohibit marijuana advertising in Idaho - KXLY Spokane
Legislation would prohibit marijuana advertising in Idaho  KXLY Spokane

The Future of Digital Out of Home Advertising - MarketScale
The Future of Digital Out of Home Advertising  MarketScale

The Evolved Value Exchange of Advertising in 2021 - AiThority
The Evolved Value Exchange of Advertising in 2021  AiThority

Senate advances bill banning deceptive advertising by faith-based pregnancy centers - The CT Mirror
Senate advances bill banning deceptive advertising by faith-based pregnancy centers  The CT Mirror

FTC Workshop: “Bringing Dark Patterns to Light” | Proskauer - Advertising Law - JDSupra - JD Supra
FTC Workshop: “Bringing Dark Patterns to Light” | Proskauer - Advertising Law - JDSupra  JD Supra

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Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising  AdExchanger

New anti-marijuana advertising, promotion ban bill passes Senate, 21-14... - Idaho Press-Tribune
New anti-marijuana advertising, promotion ban bill passes Senate, 21-14...  Idaho Press-Tribune

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Apple's Views On Advertising And Monetization Are Dictating Events Both Past and Present  Digital Information World

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BA Returns to Advertising as It Takes to the Skies Once Again  Adweek

6-Hour Virtual Seminar on FDA Scrutiny of Promotion and Advertising Practices - 2021 Webinar - ResearchAndMarkets.com - Galveston County Daily News
6-Hour Virtual Seminar on FDA Scrutiny of Promotion and Advertising Practices - 2021 Webinar - ResearchAndMarkets.com  Galveston County Daily News

Bank of America upgrades Zynga as video game company pushes into advertising - CNBC
Bank of America upgrades Zynga as video game company pushes into advertising  CNBC

10 Best Advertising Stocks to Buy Now - Yahoo Finance
10 Best Advertising Stocks to Buy Now  Yahoo Finance

Apple Is Changing How Digital Ads Work. Are Advertisers Prepared? - Harvard Business Review
Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

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Advertising revenue rebounds strongly for British broadcaster ITV  Reuters UK

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E-Commerce Boom Is Here to Stay, and Digital Advertisers Are Noticing  GOBankingRates

Thursday Sector Laggards: Shipping, Advertising Stocks - Nasdaq
Thursday Sector Laggards: Shipping, Advertising Stocks  Nasdaq

Amazon Advertising Reports 2021 Guide - Jungle Scout
Amazon Advertising Reports 2021 Guide  Jungle Scout

Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory' - AdAge.com
Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory'  AdAge.com

Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live - SpaceNews
Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live  SpaceNews

Yelp beats expectations as diners, advertisers return - MarketWatch
Yelp beats expectations as diners, advertisers return  MarketWatch

Cannacraft, INC., Settles False Advertising Claim For CBD Products In Sonoma County - Patch.com
Cannacraft, INC., Settles False Advertising Claim For CBD Products In Sonoma County  Patch.com

FDIC Seeks Public Comments To Sign And Advertising Rule - JD Supra
FDIC Seeks Public Comments To Sign And Advertising Rule  JD Supra

Dear Dave Magazine Stops Advertising for a Subscription Model – WWD - WWD
Dear Dave Magazine Stops Advertising for a Subscription Model – WWD  WWD

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Ed Sheeran and Other Artists Are Now Advertising on Soccer Jerseys  Promo Marketing

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TikTok – Not Just For Gen Z Anymore; Platform Pitches Advertisers With No Forced Sale Looming, New CEO In Place  Deadline

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Advertising Mogul And Veteran Television Personality Donny Deutsch Launches First Podcast With Kast Media  PRNewswire

World Changing Ideas Awards 2021: Advertising Finalists and Honorable - Fast Company
World Changing Ideas Awards 2021: Advertising Finalists and Honorable  Fast Company

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Advertising Amid Chip Shortage-Induced Inventory Changes  Ward's Auto

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Signal tried to use Facebook's targeted advertising data against it  Engadget

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In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports  PRNewswire

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Ram Truck Brand Teams With Foo Fighters to Launch New Advertising Campaign to Shine a "Spotlight" on Everyday Rock Stars  PRNewswire

Alexis Campbell Selected as 2021 Recipient of American Advertising Federation Scholarship - University of Arkansas Newswire
Alexis Campbell Selected as 2021 Recipient of American Advertising Federation Scholarship  University of Arkansas Newswire

Billy Lewis The 7 Figure Digital Advertising Consultant - Influencive
Billy Lewis The 7 Figure Digital Advertising Consultant  Influencive

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Advertisers Weigh Shifting Budgets to Video, Audio As TV Ratings Fall  Business Insider

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How Artificial Intelligence Is Revolutionizing the Advertising Industry  BBN Times

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For Work or Play, Biggie Billboards Reinvents the Mobile Advertising Industry With Removable, Replaceable Banners  WhatTheyThink

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Greenwashing: Lawsuit Charges Oil Companies with False Advertising - EHS Daily Advisor  EHS Daily Advisor

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TVB Statement on Advertising to Mother's Day Shoppers  GlobeNewswire

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Phrase match is now the same across Microsoft Advertising and Google Ads; Wednesday’s daily brief  Search Engine Land

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Catchy billboards advertising 100k sweepstake raise money for Meals On Wheels Atlanta  CBS46 News Atlanta

FY 2020 Digital Video Advertising Spend Report - IAB
FY 2020 Digital Video Advertising Spend Report  IAB

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Spectrum to help advertisers reach multicultural audiences  Rochester Business Journal

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‘Inflection point’: Microsoft’s GM of Global Advertising Business on privacy, ad business growth  Digiday

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FuboTV taps LiveRamp for addressable advertising boost  FierceVideo

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Senate panel takes up anti-marijuana advertising bill...  Idaho Press-Tribune

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Amazon Joins New Advertisers On The Q India – PRNewswire  PRNewswire

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3 advantages of printed signage and advertising for driving traffic back to the store  Marketing Dive

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Teachers honored in new billboard campaign from Lamar Advertising  13WHAM-TV

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Contextual Advertising Market Size, Growth, Trends, and Regional Outlook by 2026 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Local businesses alerted to advertising scam  Daily Journal Online

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UM School of Journalism and New Media IMC team wins second place in student advertising competition - School of Journalism and New Media  Ole Miss News

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As Decision on Trump Looms, Facebook Preps Its Advertisers  The Wall Street Journal

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Idaho Senate Passes Bill (SB 1218) To Ban Marijuana Advertising  High Times

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CTV is still among the fastest-growing channels in digital advertising  eMarketer

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Online Advertising Market to Get a New Boost | Netsuite Inc., Facebook Inc., eBay, Inc., Pandora Media – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Is Quotient Technology Inc (QUOT) a Winner in the Advertising Agencies Industry?  InvestorsObserver

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No Cheat Codes Here - Deceptive Gameplay Marketing in Mobile Game Advertising  Lexology

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Lamar Advertising (NASDAQ:LAMR) Hits New 1-Year High After Analyst Upgrade  MarketBeat

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How to Make Money with Scoreboard Advertising  Campus Rec Magazine

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Advertising with privacy: How SoMin employs AI to build brands and preserve anonymity online | e27  e27

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YouTube's linked TV advertising will be more shoppable thanks to a new update  Digital Information World

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RRD Marketing Solutions Positioned Among Top Global Advertising and Marketing-Services Agencies in the 77th Ad Age Agency Report  MarTech Series

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Global Social Media Contextual Advertising Market Foraying into Emerging Economies 2020-2026 | – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Apollo’s $5 Billion Bet on Yahoo Aims to Go Beyond Advertising  Yahoo Finance

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A Huge Thanks To ATL’s Advertisers  Above the Law

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Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

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With advertising spending back, here’s why WPP is an economic-recovery play  MarketWatch

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Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

Verizon Media launches Next-Gen Solutions, the future of ID-less advertising - Verizon Communications
Verizon Media launches Next-Gen Solutions, the future of ID-less advertising  Verizon Communications

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Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

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Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

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How Walmart is pitching advertisers  Business Insider

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As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

2020/2021 IAB Internet Advertising Revenue Report - IAB
2020/2021 IAB Internet Advertising Revenue Report  IAB

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In the Roaring Twenties, Ads Make a Comeback  The New York Times

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With ads like these, does Tucker Carlson benefit Fox News?  Los Angeles Times

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Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

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Discover a new advertising approach to help reach new players  GamesIndustry.biz

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Microsoft Advertising's New Features & More Digital Marketing News  Search Engine Journal

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Oscars 2021: Advertisers Spend Millions On Least-Watched Ceremony Ever  Forbes

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Social Media Advertising to Have Strong Impact on Advertising, Public Relations, and Related Services Businesses | Discover Company Insights for the Advertising Industry | BizVibe  PRNewswire

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Disney and ad-tech firms agree to privacy changes for children’s apps.  The New York Times

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Rebooting The U.S. Media Sector: 2021 Advertising Trends Are Nicely Up, With Some Sectors Lagging  S&P Global

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Apple to boost ads business as iPhone changes hurt Facebook  Financial Times

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Microsoft says LinkedIn topped $3 billion in ad revenue in the last year, outpacing Snap and Pinterest  CNBC

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These C.E.O.s Didn't Sign Onto a Letter Defending Voting Rights  The New York Times

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What Digital Advertising Gets Wrong  Harvard Business Review

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Best Advertising Agencies for 2021  Investopedia

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This Group Wants to ‘Ban Surveillance Advertising’  WIRED

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