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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 Sun. February / 28 / 2021

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What is programmatic advertising and how does it work?  Journal Times

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Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign  AdExchanger

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What's Next Following Enactment of Maryland's Advertising Tax?  Ad Law Access

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Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change  CNBC

Facebook's New Campaign Defends Targeted Advertising Business - Bloomberg
Facebook's New Campaign Defends Targeted Advertising Business  Bloomberg

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Digital Advertising Platforms Market Size ,Share 2021 Global Growth, Trends, Industry Analysis, Statistics,Development Status ,Key Players and Forecast to 2027  NY Market Reports

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Display Advertising System Market 2021 Research Reports, Industry Size, In-Depth Qualitative Insights, Explosive Growth Opportunity, Regional Analysis by MR Accuracy Reports  NY Market Reports

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AdTech Roundup: Top Things in Advertising Technology  MarTech Series

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Facebook Ad Campaign Promotes Personalized Advertising  The Wall Street Journal

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Huskers take home 12 Nebraska advertising awards  Nebraska Today

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Global Online Advertising Market Top Players 2028: Google LLC, Facebook, Inc., LinkedIn Corporation, Microsoft Corporation etc.  NY Market Reports

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Daily News wins numerous honors in editorial, advertising contests  Bowling Green Daily News

Lamar Advertising Co (LAMR) Q4 2020 Earnings Call Transcript - Motley Fool
Lamar Advertising Co (LAMR) Q4 2020 Earnings Call Transcript  Motley Fool

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Advertising Platform Unruly Launches Full-Service Digital Creative Studio For Brands And Agencies  Yahoo Finance

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Dissecting Daft Punk's influence on advertising 'Around the World': Opinion  AdAge.com

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Waze veers off course for advertisers  Business Insider

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What Digital Advertising Gets Wrong  Harvard Business Review

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Lamar Advertising profits down sharply, but 'a strong fourth quarter' helped a bit  The Advocate

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J. Scott Franks, charismatic advertising executive, dies at 68  The Philadelphia Inquirer

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'Orange Corn' company is showcased in GoDaddy advertising campaign  WISHTV.com

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Merrick Pet Care launches largest advertising campaign in 30 years  KAMR - MyHighPlains.com

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MediaMath Expands Purpose Driven Advertising Initiative; Champions Multicultural Media via Curated Marketplace  MarTech Series

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Realeyes Attention Measurement for Video Advertising Achieves Performance Milestones, Brand Adoption and US Patent  GlobeNewswire

Maryland’s Digital Advertising Levy Sets Off A New Battle Over Taxing E-Commerce - Forbes
Maryland’s Digital Advertising Levy Sets Off A New Battle Over Taxing E-Commerce  Forbes

The 6th Wave of Advertising Technology: Privacy - AdExchanger
The 6th Wave of Advertising Technology: Privacy  AdExchanger

Advertising Sales Representative (Brookings) | Other Jobs - The Chief News
Advertising Sales Representative (Brookings) | Other Jobs  The Chief News

Lamar Advertising Co. Q4 adjusted earnings Beat Estimates - Nasdaq
Lamar Advertising Co. Q4 adjusted earnings Beat Estimates  Nasdaq

VidMob, a Software Firm for Advertising Creative Data and Services, Raises $50 Million - The Wall Street Journal
VidMob, a Software Firm for Advertising Creative Data and Services, Raises $50 Million  The Wall Street Journal

Is digital advertising really paying its due? - Campaign US
Is digital advertising really paying its due?  Campaign US

JOIN US ON MARCH 10: How to navigate the future of streaming-video advertising - Business Insider
JOIN US ON MARCH 10: How to navigate the future of streaming-video advertising  Business Insider

Steve Connelly op-ed: Boston advertising needs an agency - Boston Business Journal - Boston Business Journal
Steve Connelly op-ed: Boston advertising needs an agency - Boston Business Journal  Boston Business Journal

COVID-19 Changed The Advertising Playbook -- Now What? 02/25/2021 - MediaPost Communications
COVID-19 Changed The Advertising Playbook -- Now What? 02/25/2021  MediaPost Communications

Lamar Advertising Company Announces Fourth Quarter and Year Ended December 31, 2020 Operating Results - GlobeNewswire
Lamar Advertising Company Announces Fourth Quarter and Year Ended December 31, 2020 Operating Results  GlobeNewswire

Facebook versus News: Advertising is the real problem - The Conversation AU
Facebook versus News: Advertising is the real problem  The Conversation AU

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Amazon and Advertising: Watch out Facebook (and Amazon's sellers)  CEOWORLD magazine

Podcast Companies Are Betting on Advertising Technology to Boost Business, but Some Remain Hesitant - Morning Consult
Podcast Companies Are Betting on Advertising Technology to Boost Business, but Some Remain Hesitant  Morning Consult

Are you utilizing YouTube to advertise your business? - KARK
Are you utilizing YouTube to advertise your business?  KARK

BetterHelp Spent $4.4 Million On Podcast Advertising In January (Report) - Tubefilter
BetterHelp Spent $4.4 Million On Podcast Advertising In January (Report)  Tubefilter

Jordyn Reese promoted to Global Head of Advertising at ONErpm - Music Business Worldwide
Jordyn Reese promoted to Global Head of Advertising at ONErpm  Music Business Worldwide

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Digital Display Advertising Market 2021 Global Insights and Business Scenario – SocialHi5, ReportGarden, Digital Business Development Ltd, Lead to Conversion, SevenAtoms Inc, Path Interactive – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Advertising on Social Media Regulation: Comments from an FTC Official  JD Supra

How I Made It: Michelle Morgan Talks Career Advice & More - Seventeen.com
How I Made It: Michelle Morgan Talks Career Advice & More  Seventeen.com

The Time for Diversity in Advertising Is Now - Entrepreneur
The Time for Diversity in Advertising Is Now  Entrepreneur

Advertisers, Skip the Platitudes in 2021 - Harvard Business Review
Advertisers, Skip the Platitudes in 2021  Harvard Business Review

EDPS opinion puts targeted advertising in crosshairs | Article - Compliance Week
EDPS opinion puts targeted advertising in crosshairs | Article  Compliance Week

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This Mentorship Program Wants to Help Women of Color Succeed in Advertising  Adweek

Happy Madison Co-Founder Jack Giarraputo Launches Advertising Agency Slice Collective (EXCLUSIVE) - Variety
Happy Madison Co-Founder Jack Giarraputo Launches Advertising Agency Slice Collective (EXCLUSIVE)  Variety

Lamar Advertising Earnings Preview - Yahoo Finance
Lamar Advertising Earnings Preview  Yahoo Finance

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Animal Welfare Institute takes on Boar’s Head over advertising claims  New Food

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Spotify's Big Event Means Big Improvements for Users, Advertisers, and Shareholders  Motley Fool

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InMobi and Anzu Partner to Bring Programmatic In-Game Advertising to Brands Across the World  MarTech Series

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Online Display Advertising Market is Booming in Upcoming Year | AdRoll, Sizmek, Celtra, Marin Software – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Verizon, AT&T bicker over 'best network' advertising claims  Light Reading

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How brands and publishers can partner on data strategies in the privacy-first digital world  AdAge.com

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Cigarette advertising could bring in big dollars, but it crosses a line.  Monterey County Weekly

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Lamar Advertising Company Announces Cash Dividend on Common Stock  GlobeNewswire

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Karren Brady gives career advice from advertising your business to work woes  The Sun

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REQUEST FOR PROPOSALS FOR OUT-OF-HOME ADVERTISING MANAGEMENT  Press of Atlantic City

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Bitcoin vs big tech: the death of advertising?  CoinGeek

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Targeting Big Tech, Maryland becomes first state to tax digital advertising  CNN

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2021 Amazon Advertising Guide for Sellers  Jungle Scout

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Cross-Channel Performance Advertising Platform Market 2020 Comprehensive Analysis, Future Estimations, Growth Drivers and Forecast to 2027 – The Bisouv Network  The Bisouv Network

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2021 Insights into the Global Internet Advertising Market by MRS – The Bisouv Network  The Bisouv Network

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Measurement Is Key Challenge for Advanced TV Advertising: Merkle's Andy Fisher – Beet.TV  BeetTV

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What advertising's biggest industry events will look like in 2021  AdAge.com

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Post-Cookie Marketing: Why Personalized Advertising Doesn’t Need to Be One-to-One  MarTech Series

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Maryland's Digital Advertising Tax Is Unworkably Vague February 10, 2021  Tax Foundation

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Centro Acquires AI-Driven Search Advertising and Marketing Intelligence Platform QuanticMind  GlobeNewswire

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Nonprofits Using More Direct Mail Advertising During Pandemic  KTVN

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With Veto Override, Maryland Becomes First U.S. State to Enact Digital Advertising Tax  Sidley Austin LLP

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We're Hiring! Advertising Sales Account Executive Full and Part-Time  St. Louis Jewish Light

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Airbnb Announces Major Global Advertising Campaign to Tout Hosting  Skift

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Beware the Banner Ad - The New Maryland Tax on Digital Advertising  Lexology

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Digital vs. Linear Advertising: Bridging Two Worlds Together  Radio & Television Business Report

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Lamar Advertising to appear at the Morgan Stanley Technology, Media and Telecom Conference  Yahoo Finance

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Audience Platform and AdAmp Deliver One-Stop Solution to Bring Television Advertising to Small and Mid-sized Businesses  MarTech Series

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Australia won't advertise COVID-19 vaccine on Facebook but vows publicity  Reuters

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Commerce Canal Launches Advertising Services Leveraging the Spotify Audience Network  PR Web

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Medical Advertising Hall of Fame updates mission to drive industry DE&I - News - MM&M - Medical Marketing and Media  Medical Marketing and Media

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Framingham Police Advertising For Lateral Transfers  framinghamsource.com

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Amazon Advertising Experts Introduce Free Consultation Call for Amazon Sellers  StreetInsider.com

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2021 Advertising Bonus, March 1 to 31 Application: Updated Form and Instructions  Nintendo-Power

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Alphabet revenue up 23% as core advertising business shows strong growth  CNBC

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Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows  AdAge.com

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Super Bowl Ads 2021: Who Is Advertising, Who Is Not? How Much Do Spots Cost?  Bloomberg

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Google's Q4 Ad Rev Soars As Advertisers Return  AdExchanger

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Here are the biggest Super Bowl advertisers of the last 11 years  CNBC

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Polish media suspend reporting to protest planned tax on advertising  POLITICO.eu

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✋ Facebook lied to advertisers  The Hustle

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10 Super Bowl spots from advertisers that don’t exist anymore  CNBC

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AbbVie, Novo Nordisk lead pharma TV advertisers into big-spending January  FiercePharma

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Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads  The New York Times

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LinkedIn Launches 6 Free Advertising Courses  Search Engine Journal

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From The Experts: Media And Advertising In 2021  Forbes

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