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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 Sat. December / 09 / 2023

Advertising boycott at the platform formerly known as Twitter grows by the day - NPR
Advertising boycott at the platform formerly known as Twitter grows by the day  NPR

X Is Working to Lure Smaller Advertisers as Elon Musk Keeps Alienating Big Brands - WSJ - The Wall Street Journal
X Is Working to Lure Smaller Advertisers as Elon Musk Keeps Alienating Big Brands - WSJ  The Wall Street Journal

With Concerns About Brand Safety, More Advertisers Have Left X - Forbes
With Concerns About Brand Safety, More Advertisers Have Left X  Forbes

Exclusive: Google Lets Advertisers Opt Out of Search Partner Network on All Campaigns Following Adalytics Report - Adweek
Exclusive: Google Lets Advertisers Opt Out of Search Partner Network on All Campaigns Following Adalytics Report  Adweek

Ranked: The Top TV Advertising Spenders in 2023 - Visual Capitalist
Ranked: The Top TV Advertising Spenders in 2023  Visual Capitalist

Digital advertising is still far too murky - Financial Times
Digital advertising is still far too murky  Financial Times

How Much Amazon Advertising's Salaries Are in 2023 - Business Insider
How Much Amazon Advertising's Salaries Are in 2023  Business Insider

Air France, Lufthansa and Etihad ads banned for misleading claims - The Guardian
Air France, Lufthansa and Etihad ads banned for misleading claims  The Guardian

Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81 - Star Tribune
Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81  Star Tribune

Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute - The Daily Beast
Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute  The Daily Beast

Elon Musk And The Vulgarity Heard Around The Advertising World - Forbes
Elon Musk And The Vulgarity Heard Around The Advertising World  Forbes

What do hotel guests really want in 2024? You might be surprised. - USA TODAY
What do hotel guests really want in 2024? You might be surprised.  USA TODAY

Grow News Advertising Revenue With Branded Content - Wisconsin Newspaper Association
Grow News Advertising Revenue With Branded Content  Wisconsin Newspaper Association

TikTok, gaming, and AI will define the advertising landscape in 2024, report says - Marketing Brew
TikTok, gaming, and AI will define the advertising landscape in 2024, report says  Marketing Brew

Amazon and IPG Mediabrands strike a three-year video advertising deal - Insider Intelligence
Amazon and IPG Mediabrands strike a three-year video advertising deal  Insider Intelligence

Draftkings facing class action lawsuit over sign-on bonus advertising - NBC10 Boston
Draftkings facing class action lawsuit over sign-on bonus advertising  NBC10 Boston

Nextdoor Launches Self-Service Portal for Advertisers - PYMNTS.com
Nextdoor Launches Self-Service Portal for Advertisers  PYMNTS.com

Musk Urges Firing of Disney CEO Bob Iger Amid Advertising Controversy - RetailWire
Musk Urges Firing of Disney CEO Bob Iger Amid Advertising Controversy  RetailWire

U.S. political ad market projected to reach record $16 billion in 2024 - Axios
U.S. political ad market projected to reach record $16 billion in 2024  Axios

Advocacy Groups Urge Federal Intervention in Medicaid/Medicare Advertising Targeting Vulnerable Populations - CT News Junkie
Advocacy Groups Urge Federal Intervention in Medicaid/Medicare Advertising Targeting Vulnerable Populations  CT News Junkie

Digital Out-of-Home vs. Traditional Advertising — Which is Best for You? - Entrepreneur
Digital Out-of-Home vs. Traditional Advertising — Which is Best for You?  Entrepreneur

10 Key Takeaways - Reflections on the 2023 ANA Masters of Advertising Law Conference - JD Supra
10 Key Takeaways - Reflections on the 2023 ANA Masters of Advertising Law Conference  JD Supra

Blending Experiences With Advertising, Lululemon Continues To Gain Share 12/11/2023 - MediaPost Communications
Blending Experiences With Advertising, Lululemon Continues To Gain Share 12/11/2023  MediaPost Communications

Transit Advertising: An Effective OOH Strategy - MarketingProfs.com
Transit Advertising: An Effective OOH Strategy  MarketingProfs.com

Ad Sales Professionals Wish Companies Provided More Software - Spiceworks News and Insights
Ad Sales Professionals Wish Companies Provided More Software  Spiceworks News and Insights

Why Print Journal Advertising Is Still Essential To Omnichannel Healthcare Marketing - The Drum
Why Print Journal Advertising Is Still Essential To Omnichannel Healthcare Marketing  The Drum

ANA Study Finds Over $20 Billion in "Efficiency Gains" Possible in Programmatic Advertising Spend. - JD Supra
ANA Study Finds Over $20 Billion in "Efficiency Gains" Possible in Programmatic Advertising Spend.  JD Supra

Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics - AdExchanger
Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics  AdExchanger

New Hampshire newspaper publisher found guilty of political advertisement omissions - NewsCenterMaine.com WCSH-WLBZ
New Hampshire newspaper publisher found guilty of political advertisement omissions  NewsCenterMaine.com WCSH-WLBZ

US advertising employment reaches a new record high - Ad Age
US advertising employment reaches a new record high  Ad Age

Advertising Vehicles Announces Strategic Growth Initiatives under New Vice President Ted Cain - PR Newswire
Advertising Vehicles Announces Strategic Growth Initiatives under New Vice President Ted Cain  PR Newswire

X Working To Lure Smaller Advertisers As Musk Keeps Alienating Big Brands - TV News Check
X Working To Lure Smaller Advertisers As Musk Keeps Alienating Big Brands  TV News Check

Political Advertising Expected to Reach Whopping $16 Billion in 2024: Report - The Messenger
Political Advertising Expected to Reach Whopping $16 Billion in 2024: Report  The Messenger

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - Editor And Publisher Magazine
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  Editor And Publisher Magazine

Advertising in China – label your advertisements - The Global Legal Post
Advertising in China – label your advertisements  The Global Legal Post

Record $15.9bn in US political ad spending expected for 2024 - The Guardian US
Record $15.9bn in US political ad spending expected for 2024  The Guardian US

Celebs starting ad agencies, directing ads: 2023 year in review - Ad Age
Celebs starting ad agencies, directing ads: 2023 year in review  Ad Age

X Looks to Small Advertisers After Elon Musk Attacks Big Brands: Report - The Messenger
X Looks to Small Advertisers After Elon Musk Attacks Big Brands: Report  The Messenger

Advertising on X right now might not be all bad – for some - Digiday
Advertising on X right now might not be all bad – for some  Digiday

Elon Musk Looks to Lure Smaller Advertisers to X Through Amazon (NASDAQ:AMZN) - TipRanks.com - TipRanks
Elon Musk Looks to Lure Smaller Advertisers to X Through Amazon (NASDAQ:AMZN) - TipRanks.com  TipRanks

Conoy supervisors approve advertising 2024 budget | Community News | lancasteronline.com - LNP | LancasterOnline
Conoy supervisors approve advertising 2024 budget | Community News | lancasteronline.com  LNP | LancasterOnline

Judge plans to rule in cannabis advertising case by year's end - Arkansas Times
Judge plans to rule in cannabis advertising case by year's end  Arkansas Times

Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending - The Wall Street Journal
Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending  The Wall Street Journal

Media buyers: 'Advertisers are not responsible for keeping X afloat — or shutting it down' - PR Week
Media buyers: 'Advertisers are not responsible for keeping X afloat — or shutting it down'  PR Week

This Year Next Year: 2023 Global End-of-Year Advertising Forecast - GroupM
This Year Next Year: 2023 Global End-of-Year Advertising Forecast  GroupM

Lamar Advertising billboards show solidarity with snubbed FSU Seminoles - Tallahassee Democrat
Lamar Advertising billboards show solidarity with snubbed FSU Seminoles  Tallahassee Democrat

Musk told advertisers to ‘go f‑‑‑ yourself’ and stop spending on X. They might do just that. - The Hill
Musk told advertisers to ‘go f‑‑‑ yourself’ and stop spending on X. They might do just that.  The Hill

Google Updating Cryptocurrency Advertising Policy For 2024 - Search Engine Journal
Google Updating Cryptocurrency Advertising Policy For 2024  Search Engine Journal

Advertiser backlash may pose mortal threat to Elon Musk's X - NPR
Advertiser backlash may pose mortal threat to Elon Musk's X  NPR

Pulaski County circuit judge will rule on medical marijuana advertising later this month | Arkansas Democrat Gazette - Arkansas Online
Pulaski County circuit judge will rule on medical marijuana advertising later this month | Arkansas Democrat Gazette  Arkansas Online

In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear - AdExchanger
In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear  AdExchanger

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - The Caledonian-Record
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  The Caledonian-Record

Disney: Elon Musk calls for boss to be fired over ad spat - BBC.com
Disney: Elon Musk calls for boss to be fired over ad spat  BBC.com

Global Advertising Agencies Market Sees Robust Growth, Anticipated to Reach $463.83 Billion by 2027 - EIN News
Global Advertising Agencies Market Sees Robust Growth, Anticipated to Reach $463.83 Billion by 2027  EIN News

Walmart Stops Ads on X, Joining the Advertising Exit - The Wall Street Journal
Walmart Stops Ads on X, Joining the Advertising Exit  The Wall Street Journal

Podcast Companies Begin to Advertise Like Hollywood Studios - The Wall Street Journal
Podcast Companies Begin to Advertise Like Hollywood Studios  The Wall Street Journal

Scope3 Adds DOOH Advertising to Emissions Measurement Services - Environment+Energy Leader
Scope3 Adds DOOH Advertising to Emissions Measurement Services  Environment+Energy Leader

U.K. Bans Advertisements from Three Airlines Over Greenwashing - Travel Market Report
U.K. Bans Advertisements from Three Airlines Over Greenwashing  Travel Market Report

Elon Musk Intensifies Feud with Disney CEO Bob Iger Over Advertising Ethics By Quiver Quantitative - Investing.com
Elon Musk Intensifies Feud with Disney CEO Bob Iger Over Advertising Ethics By Quiver Quantitative  Investing.com

Elon Musk slams Bob Iger over Disney advertising next to child exploitation material - TweakTown
Elon Musk slams Bob Iger over Disney advertising next to child exploitation material  TweakTown

Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform - Forbes
Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform  Forbes

Meta Faces Lawsuit From Spanish Media Over Advertising Practices - The Wall Street Journal
Meta Faces Lawsuit From Spanish Media Over Advertising Practices  The Wall Street Journal

Is Clear Channel Outdoor Holdings Inc (CCO) Stock at the Top of the Advertising Agencies Industry? - InvestorsObserver
Is Clear Channel Outdoor Holdings Inc (CCO) Stock at the Top of the Advertising Agencies Industry?  InvestorsObserver

How Advertising Is Transforming in a New Digital World - Business Insider
How Advertising Is Transforming in a New Digital World  Business Insider

Walmart says it is not advertising on social platform X - Reuters
Walmart says it is not advertising on social platform X  Reuters

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - Toronto Star
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  Toronto Star

X Attempts To Win Back Advertisers With 'Q5' Opportunities 12/11/2023 - MediaPost Communications
X Attempts To Win Back Advertisers With 'Q5' Opportunities 12/11/2023  MediaPost Communications

Amazon Inks Deal With IPG Mediabrands as It Spools Up Video Ad Business - Hollywood Reporter
Amazon Inks Deal With IPG Mediabrands as It Spools Up Video Ad Business  Hollywood Reporter

Carol Williams, advertising powerhouse - KTVU FOX 2 San Francisco
Carol Williams, advertising powerhouse  KTVU FOX 2 San Francisco

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - Oil City Derrick
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  Oil City Derrick

How Much do Small Businesses Spend on Advertising? - Small Business Trends
How Much do Small Businesses Spend on Advertising?  Small Business Trends

Gun shop fires back after activists complain about Santa packing heat on billboard - Fox News
Gun shop fires back after activists complain about Santa packing heat on billboard  Fox News

Walmart says it has stopped advertising on Elon Musk's X platform - CBS News
Walmart says it has stopped advertising on Elon Musk's X platform  CBS News

How clients can boost agency creativity: Saturday Solologues - ETBrandEquity
How clients can boost agency creativity: Saturday Solologues  ETBrandEquity

VideoAmp multi-sources identity with new cookie-less tool - StreamTV Insider
VideoAmp multi-sources identity with new cookie-less tool  StreamTV Insider

The Day Before is Not an Open-World MMO as Advertised - GameRant
The Day Before is Not an Open-World MMO as Advertised  GameRant

Takeaways from the TGA's annual advertising compliance report - Lexology
Takeaways from the TGA's annual advertising compliance report  Lexology

Microsoft Advertising Partners With Baidu Global For Chat Ads API - Search Engine Journal
Microsoft Advertising Partners With Baidu Global For Chat Ads API  Search Engine Journal

X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out - The New York Times
X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out  The New York Times

Advertising Is Dead. Long Live Advertising. - WSJ - The Wall Street Journal
Advertising Is Dead. Long Live Advertising. - WSJ  The Wall Street Journal

Walmart joins growing list of companies to suspend advertising on Elon Musk's X - Business Insider
Walmart joins growing list of companies to suspend advertising on Elon Musk's X  Business Insider

Advertising Trends to Watch in 2024 - Insider Intelligence
Advertising Trends to Watch in 2024  Insider Intelligence

How To Land On a Consumers Holiday Shopping List With Mobile Game Video Advertising Featured - The Fast Mode
How To Land On a Consumers Holiday Shopping List With Mobile Game Video Advertising Featured  The Fast Mode

Snap Stock Is Up for Its Ninth Day in a Row. Advertising Trends Could Be Helping. - Barron's
Snap Stock Is Up for Its Ninth Day in a Row. Advertising Trends Could Be Helping.  Barron's

2023 Reddit Recap: Trends, Advertising Updates, And Subreddit Highlights - Search Engine Journal
2023 Reddit Recap: Trends, Advertising Updates, And Subreddit Highlights  Search Engine Journal

Media Pulse adds in-game advertising through Anzu - Media In Canada
Media Pulse adds in-game advertising through Anzu  Media In Canada

Google advertisers can now opt out of Search Network - Search Engine Land
Google advertisers can now opt out of Search Network  Search Engine Land

The Washington Post Will Pause Its Advertising on X - Washingtonian
The Washington Post Will Pause Its Advertising on X  Washingtonian

Is This a Real Poster Advertising a 'Die Hard' Reboot Starring John Krasinski? - Snopes.com
Is This a Real Poster Advertising a 'Die Hard' Reboot Starring John Krasinski?  Snopes.com

WWE Advertising AJ Styles For December 8th Episode Of SmackDown ‘Tribute To The Troops’ - Wrestling Headlines
WWE Advertising AJ Styles For December 8th Episode Of SmackDown ‘Tribute To The Troops’  Wrestling Headlines

Elon Musk says Disney boss should be ‘fired immediately’ amid X ad boycott - The Guardian
Elon Musk says Disney boss should be ‘fired immediately’ amid X ad boycott  The Guardian

Major advertisers flee X, deepening crisis at Elon Musk’s social media site - CNN
Major advertisers flee X, deepening crisis at Elon Musk’s social media site  CNN

Elon Musk pans Paris Hilton's advertising campaign on X after boycott - Business Insider
Elon Musk pans Paris Hilton's advertising campaign on X after boycott  Business Insider

Town addresses 'fraudulent invoice' from HopNews, media advertising policy - Hopkinton Independent
Town addresses 'fraudulent invoice' from HopNews, media advertising policy  Hopkinton Independent

Disney+ Considers Adding Gaming and Shopping Experiences for Advertisers - Variety
Disney+ Considers Adding Gaming and Shopping Experiences for Advertisers  Variety

X owner Elon Musk goes on a new rant against Bob Iger as Disney's advertising and content boycott of the platform ... - wdwmagic.com
X owner Elon Musk goes on a new rant against Bob Iger as Disney's advertising and content boycott of the platform ...  wdwmagic.com

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - Times Daily
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  Times Daily

Elon Musk Complains About Disney CEO 'Bob Eiger' Advertising on Facebook and Instagram Amid New Mexico ... - WDW News Today
Elon Musk Complains About Disney CEO 'Bob Eiger' Advertising on Facebook and Instagram Amid New Mexico ...  WDW News Today

Social media platform X added 10 million new users in December, CEO says - Al Jazeera English
Social media platform X added 10 million new users in December, CEO says  Al Jazeera English

How Musk's Tirade Against X Advertisers Affects Disney, Meta and Other Companies - Investopedia
How Musk's Tirade Against X Advertisers Affects Disney, Meta and Other Companies  Investopedia

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