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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 GetRealServices@bellsouth.net or visit http://www.GetRealServices.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Thu. December / 12 / 2019

The advertising barrage begins less than two months before the Iowa caucuses - CNN
The advertising barrage begins less than two months before the Iowa caucuses  CNN

University of Phoenix Settles Deceptive Advertising Claims for $191 Million - The Wall Street Journal
  1. University of Phoenix Settles Deceptive Advertising Claims for $191 Million  The Wall Street Journal
  2. FTC reaches $191 million settlement with University of Phoenix in deceptive-advertising probe  The Washington Post
  3. Record Settlement from University of Phoenix to Resolve Charges of Deceptive Advertising  bctv.org
  4. University of Phoenix strikes $191 million deal to settle false advertising claims  Arizona Capitol Times
  5. FTC and University of Phoenix settle over long-running investigation of advertisements  Inside Higher Ed
  6. View full coverage on Google News

How SMBs can make more money with digital advertising - DigitalCommerce360
How SMBs can make more money with digital advertising  DigitalCommerce360

Tokyo 2020 Olympics already at over $1B in TV advertising revenue - Fox Business
Tokyo 2020 Olympics already at over $1B in TV advertising revenue  Fox Business

Bloomberg pours $100 million into 2020 advertising blitz - Fox Business
Bloomberg pours $100 million into 2020 advertising blitz  Fox Business

Healthy Community, ADVERTISING: Advertorial — HOLLY CARLING: Sacrificing our health - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — HOLLY CARLING: Sacrificing our health  Coeur d'Alene Press

VIZIO LAUNCHES DIRECT ADVERTISING BUSINESS - Broadcasting & Cable
VIZIO LAUNCHES DIRECT ADVERTISING BUSINESS  Broadcasting & Cable

CBS Joins OpenAP Advertising Consortium - Deadline
CBS Joins OpenAP Advertising Consortium  Deadline

Univ. of Phoenix Must Pay $191M for Deceptive Advertising—Mostly to Students - Nonprofit Quarterly
Univ. of Phoenix Must Pay $191M for Deceptive Advertising—Mostly to Students  Nonprofit Quarterly

Kim Kardashian West suing Alabama doctor over ‘vampire facial’ advertising - AL.com
Kim Kardashian West suing Alabama doctor over ‘vampire facial’ advertising  AL.com

Maurice Saatchi quits advertising firm he co-founded - BBC News
Maurice Saatchi quits advertising firm he co-founded  BBC News

Online advertising key in countdown to Iowa caucuses - UI The Daily Iowan
Online advertising key in countdown to Iowa caucuses  UI The Daily Iowan

What's next for podcast advertising - AdAge.com
What's next for podcast advertising  AdAge.com

Report: Advertising Scammer Bribed a Facebook Employee to Keep Its Posts Up - Gizmodo
Report: Advertising Scammer Bribed a Facebook Employee to Keep Its Posts Up  Gizmodo

PlaceIQ and FourthWall Media Partner to Connect TV Advertising with In-Store Visits - MarTech Series
PlaceIQ and FourthWall Media Partner to Connect TV Advertising with In-Store Visits  MarTech Series

Advertising and communications company Lindsay, Stone & Briggs to close - Madison.com
Advertising and communications company Lindsay, Stone & Briggs to close  Madison.com

Commercial – False advertising – Lanham Act - Massachusetts Lawyers Weekly
Commercial – False advertising – Lanham Act  Massachusetts Lawyers Weekly

OpenX Granted Patent For Scoring Impressions and Users in Programmatic Advertising - MarTech Series
OpenX Granted Patent For Scoring Impressions and Users in Programmatic Advertising  MarTech Series

Here's what you need to know in advertising and media this week - Business Insider
Here's what you need to know in advertising and media this week  Business Insider

Keep your LinkedIn advertising strategy focused in 2020 - Marketing Land
Keep your LinkedIn advertising strategy focused in 2020  Marketing Land

The advertising industry is re-evaluating its core purpose, expert says - CNBC
The advertising industry is re-evaluating its core purpose, expert says  CNBC

How successful retail advertisers stand out - Retail Customer Experience
How successful retail advertisers stand out  Retail Customer Experience

Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Enduring gifts - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Enduring gifts  Coeur d'Alene Press

Somerset County woman scammed out of $6K in ‘advertising scam’ - WTAJ - www.wearecentralpa.com
Somerset County woman scammed out of $6K in ‘advertising scam’  WTAJ - www.wearecentralpa.com

Traditional Advertising Methods That Work - Business.com
Traditional Advertising Methods That Work  Business.com

SEC's Advertising Changes For Investment Advisers | Fox Rothschild LLP - JD Supra
SEC's Advertising Changes For Investment Advisers | Fox Rothschild LLP  JD Supra

The Pitch: Advertising and marketing news for 12.11.19 - RichmondBizSense
The Pitch: Advertising and marketing news for 12.11.19  RichmondBizSense

Meghan Markle's designer pal ordered to stop advertising with royal's photos: report - Fox News
Meghan Markle's designer pal ordered to stop advertising with royal's photos: report  Fox News

Top Phoenix news: University to settle false-advertising claims; seeking $181K lottery winner; more - Hoodline
Top Phoenix news: University to settle false-advertising claims; seeking $181K lottery winner; more  Hoodline

Advertising continues to assume mothers only use knowledge for domestic caring - Phys.Org
Advertising continues to assume mothers only use knowledge for domestic caring  Phys.Org

How In-App Advertising is Collecting Your Data [Infographic] - Business 2 Community
How In-App Advertising is Collecting Your Data [Infographic]  Business 2 Community

What to Watch For: 2020 Trends, Predicted by Video Advertising's Leading Experts - AdExchanger
What to Watch For: 2020 Trends, Predicted by Video Advertising's Leading Experts  AdExchanger

Thanks To Our Advertisers! - Above the Law
Thanks To Our Advertisers!  Above the Law

NBCU Claims $1B in Olympic Advertising Sales - Broadcasting & Cable
NBCU Claims $1B in Olympic Advertising Sales  Broadcasting & Cable

Cashmere Agency Appoints Advertising Veteran Chuka Schneider as Group Account Director - Associated Press
Cashmere Agency Appoints Advertising Veteran Chuka Schneider as Group Account Director  Associated Press

ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Holiday stress management: Biggest causes of stress and anxiety - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Holiday stress management: Biggest causes of stress and anxiety  Coeur d'Alene Press

Tech Tuesday: Regulating Political Advertising - WOSU
Tech Tuesday: Regulating Political Advertising  WOSU

OpenX Granted Patent For Scoring Impressions, Users In Programmatic Advertising 12/11/2019 - MediaPost Communications
OpenX Granted Patent For Scoring Impressions, Users In Programmatic Advertising 12/11/2019  MediaPost Communications

Will the 2020s be online advertising's holistic decade? - TechCrunch
Will the 2020s be online advertising's holistic decade?  TechCrunch

Shamrock Capital Makes Investment in Ad Results Media, the Leading Advertising Agency in Audio and Podcasting - Business Wire
Shamrock Capital Makes Investment in Ad Results Media, the Leading Advertising Agency in Audio and Podcasting  Business Wire

Should You Trust SSAI in Connected TV Advertising? - MarTech Series
Should You Trust SSAI in Connected TV Advertising?  MarTech Series

Donald J. DeBona Sr., who sold advertising for a medical publisher, dies - Baltimore Sun
Donald J. DeBona Sr., who sold advertising for a medical publisher, dies  Baltimore Sun

How to be the Best at Drive-to-Store Advertising - ExchangeWire
How to be the Best at Drive-to-Store Advertising  ExchangeWire

It's almost 2020, and advertisers still see women as mom-shaped placeholders - Fast Company
It's almost 2020, and advertisers still see women as mom-shaped placeholders  Fast Company

Google changed its targeting policies to shine a light on political ads, but campaigns are now eyeing more opaque platforms - CNBC
Google changed its targeting policies to shine a light on political ads, but campaigns are now eyeing more opaque platforms  CNBC

Political advertising has embraced the memefication of everything, including Love Actually - New Statesman
Political advertising has embraced the memefication of everything, including Love Actually  New Statesman

What investment advisers should know about the SEC’s proposed advertisement solicitation rule updates - JD Supra
What investment advisers should know about the SEC’s proposed advertisement solicitation rule updates  JD Supra

ShopAdvisor Survey Exposes Gaps in Advertising and Promotion Strategies for QSR and Fast Casual Restaurants - PRUnderground
ShopAdvisor Survey Exposes Gaps in Advertising and Promotion Strategies for QSR and Fast Casual Restaurants  PRUnderground

Is Lamar Advertising Company (REIT)'s (NASDAQ:LAMR) CEO Paid Enough Relative To Peers? - Yahoo Finance
Is Lamar Advertising Company (REIT)'s (NASDAQ:LAMR) CEO Paid Enough Relative To Peers?  Yahoo Finance

Legal Public Notices 12/11 | Legal Advertising - Orlando Weekly
Legal Public Notices 12/11 | Legal Advertising  Orlando Weekly

We Need to Fix Online Advertising. All of It. - Slate
We Need to Fix Online Advertising. All of It.  Slate

Editorial: Legislature wise to consider shining a light on political advertising - Yakima Herald-Republic
Editorial: Legislature wise to consider shining a light on political advertising  Yakima Herald-Republic

Five advertising trends for 2020 from Australasia's top creatives - The Drum
Five advertising trends for 2020 from Australasia's top creatives  The Drum

How Alibaba Quietly Leads China's Digital Advertising Market - Motley Fool
How Alibaba Quietly Leads China's Digital Advertising Market  Motley Fool

Anne Fine: Story on hospital expansion read like free advertising - GazetteNET
Anne Fine: Story on hospital expansion read like free advertising  GazetteNET

TV ad sales leaders who left their jobs in 2019 - AdAge.com
TV ad sales leaders who left their jobs in 2019  AdAge.com

When Must a Travel Advisor Disclose Supplier Identity in Advertising? - Travel Market Report
When Must a Travel Advisor Disclose Supplier Identity in Advertising?  Travel Market Report

3 Top Stocks to Buy in Digital Advertising - Motley Fool
3 Top Stocks to Buy in Digital Advertising  Motley Fool

Cut the cookie: digital advertising's overdue diet - The Drum
Cut the cookie: digital advertising's overdue diet  The Drum

Facebook and Alphabet upgraded by Stifel on advertising optimism - CNBC
Facebook and Alphabet upgraded by Stifel on advertising optimism  CNBC

Vizio Launches Direct-To-Purchase, Smart TV Advertising Business 12/11/2019 - MediaPost Communications
Vizio Launches Direct-To-Purchase, Smart TV Advertising Business 12/11/2019  MediaPost Communications

More Issues for Advertisers on CBD Copy - Radio & Television Business Report
More Issues for Advertisers on CBD Copy  Radio & Television Business Report

5 trends that threaten the Facebook-Google duopoly in digital advertising - AdAge.com
5 trends that threaten the Facebook-Google duopoly in digital advertising  AdAge.com

Apple is forcing the ad industry to change - Computerworld
Apple is forcing the ad industry to change  Computerworld

Snapchat enjoys a bump in political advertising - Financial Times
Snapchat enjoys a bump in political advertising  Financial Times

Why podcast advertising is effective - AdNews
Why podcast advertising is effective  AdNews

Ad buyers are wary of advertising becoming a casualty of the streaming wars - Digiday
Ad buyers are wary of advertising becoming a casualty of the streaming wars  Digiday

Mother accuses Marks & Spencer of false advertising after buying ‘awful’ Christmas tree online - The Independent
Mother accuses Marks & Spencer of false advertising after buying ‘awful’ Christmas tree online  The Independent

Lawyers take action against BP's climate greenwashing advertising campaign - Balkan Green Energy News
Lawyers take action against BP's climate greenwashing advertising campaign  Balkan Green Energy News

FDA issues warning letter for not including the most serious risks in advertisement for medication-assisted treatment drug - FDA.gov
FDA issues warning letter for not including the most serious risks in advertisement for medication-assisted treatment drug  FDA.gov

Nearly Nine In Ten Think Political Advertising Rules Need Strengthening 12/10/2019 - MediaPost Communications
Nearly Nine In Ten Think Political Advertising Rules Need Strengthening 12/10/2019  MediaPost Communications

Amazon Management Talks AWS and Advertising - The Motley Fool
Amazon Management Talks AWS and Advertising  The Motley Fool

The 30 Under 30 Reshaping Marketing And Advertising 2020 - Forbes
The 30 Under 30 Reshaping Marketing And Advertising 2020  Forbes

To Draw Advertisers, Video Services Need to Agree on Audience Measures - The Information
To Draw Advertisers, Video Services Need to Agree on Audience Measures  The Information

Hulu Says Advertising DTC Brands is Very Effective with Streaming - Cord Cutters News, LLC
Hulu Says Advertising DTC Brands is Very Effective with Streaming  Cord Cutters News, LLC

Google restricted ad targeting for political ads - Vox.com
Google restricted ad targeting for political ads  Vox.com

A New Tool From Spotify Walks the Line Between Advertising and Pay-For-Play - Rolling Stone
A New Tool From Spotify Walks the Line Between Advertising and Pay-For-Play  Rolling Stone

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Instagram marketing is taking over the advertising industry - - VENTS Magazine
Instagram marketing is taking over the advertising industry -  VENTS Magazine

Sight Lines ezine: A first look at the dazzling Daxing Airport advertising - The Moodie Davitt Report - The Moodie Davitt Report
Sight Lines ezine: A first look at the dazzling Daxing Airport advertising - The Moodie Davitt Report  The Moodie Davitt Report

Germany moves closer to tobacco advertising ban - CGTN
Germany moves closer to tobacco advertising ban  CGTN

CNN ratings fall to five-year low among key advertising demographic - Washington Examiner
CNN ratings fall to five-year low among key advertising demographic  Washington Examiner

Bloomberg 2020 Campaign Launch Shows Enduring Power Of TV Advertising - Forbes
Bloomberg 2020 Campaign Launch Shows Enduring Power Of TV Advertising  Forbes

Rising Demand for Online Display Advertising Services Market by 2019-2026 Focusing on Leading Players Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek - Market Report Gazette
Rising Demand for Online Display Advertising Services Market by 2019-2026 Focusing on Leading Players Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek  Market Report Gazette

Adtech Leaders Launch FlowerShop Media Digital Advertising Platform Designed for the Cannabis Market - Associated Press
Adtech Leaders Launch FlowerShop Media Digital Advertising Platform Designed for the Cannabis Market  Associated Press

Chase bank chooses Dallas man with Down syndrome for advertising campaign - The Dallas Morning News
Chase bank chooses Dallas man with Down syndrome for advertising campaign  The Dallas Morning News

Landmark Lawsuit Wants Fossil Fuels Ads to Carry Warning Labels - Gizmodo
Landmark Lawsuit Wants Fossil Fuels Ads to Carry Warning Labels  Gizmodo

Advertising veteran Tara Sinha no more - Livemint
Advertising veteran Tara Sinha no more  Livemint

How to police political advertising - The Economist
How to police political advertising  The Economist

Arlington Vet Turns to Advertising to Find Kidney Donor - Dallas Observer
Arlington Vet Turns to Advertising to Find Kidney Donor  Dallas Observer

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

Internet giants are shelling out billions on advertising, driving global growth in spending: GroupM - Which-50
Internet giants are shelling out billions on advertising, driving global growth in spending: GroupM  Which-50

Former Labour MPs launch advertising blitz urging voters to reject Corbyn at election - The Independent
Former Labour MPs launch advertising blitz urging voters to reject Corbyn at election  The Independent

Why Digital Advertisers Can't Ignore Full-Page Ads Such As Pop-Ups And Interstitials - Forbes
Why Digital Advertisers Can't Ignore Full-Page Ads Such As Pop-Ups And Interstitials  Forbes

US Patent no. 10255615: System and method for contextual virtual local advertisement insertion - Lexology
US Patent no. 10255615: System and method for contextual virtual local advertisement insertion  Lexology

Should Pressman Advertising Limited’s (NSE:PRESSMN) Weak Investment Returns Worry You? - Simply Wall St
Should Pressman Advertising Limited’s (NSE:PRESSMN) Weak Investment Returns Worry You?  Simply Wall St

'Open discrimination of foreigners': Landlord fined after advertising flat 'to Germans' - The Local Germany
'Open discrimination of foreigners': Landlord fined after advertising flat 'to Germans'  The Local Germany

Digital Advertising Performance Reporting Touches Down in Web App for Airport Media Programs - PRNewswire
Digital Advertising Performance Reporting Touches Down in Web App for Airport Media Programs  PRNewswire

TikTok takes on Facebook in US advertising push - Financial Times
TikTok takes on Facebook in US advertising push  Financial Times

Peloton 'wife' pops up in new advertisement - Reuters
Peloton 'wife' pops up in new advertisement  Reuters

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