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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 Mon. August / 03 / 2020

Apple and Microsoft just proved the power of advertising - ZDNet
Apple and Microsoft just proved the power of advertising  ZDNet

Did the July Advertising Boycott on Facebook Work? - Morning Brew
Did the July Advertising Boycott on Facebook Work?  Morning Brew

Vegan food company provokes with M*** F*** advertising campaign - The Guardian
Vegan food company provokes with M*** F*** advertising campaign  The Guardian

More Than 1,000 Companies Boycotted Facebook. Did It Work? - The New York Times
More Than 1,000 Companies Boycotted Facebook. Did It Work?  The New York Times

Truth in advertising | Letters - The Missoulian
Truth in advertising | Letters  The Missoulian

Antiques and Collecting: The art of advertising - Agri News
Antiques and Collecting: The art of advertising  Agri News

Trump Campaign Halts TV Ads as He Struggles in Polls Against Biden - The New York Times
Trump Campaign Halts TV Ads as He Struggles in Polls Against Biden  The New York Times

Pinterest shares close up 36% on user growth and advertising in Q2 - CNBC
Pinterest shares close up 36% on user growth and advertising in Q2  CNBC

Google’s Advertising Haul Comes Up Short for First Time - The Wall Street Journal
Google’s Advertising Haul Comes Up Short for First Time  The Wall Street Journal

Cross-Channel Performance Advertising Platform Market Growth, Overview with Detailed Analysis 2020-2026| Facebook, Marin Software, Marilyn, Adobe, Accenture, Improvado, Sizmek, Kenshoo. And more - Market Research Posts
Cross-Channel Performance Advertising Platform Market Growth, Overview with Detailed Analysis 2020-2026| Facebook, Marin Software, Marilyn, Adobe, Accenture, Improvado, Sizmek, Kenshoo. And more  Market Research Posts

Online Advertising Market Growth, Emerging Trends & Forecast 2028 - Market Research Posts
Online Advertising Market Growth, Emerging Trends & Forecast 2028  Market Research Posts

Location Based Advertising (LBA) Market 2020 Growing With Major Eminent Key Players 2020 - Market Research Posts
Location Based Advertising (LBA) Market 2020 Growing With Major Eminent Key Players 2020  Market Research Posts

Online Display Advertising Platforms Market Is Booming Worldwide | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM - Market Research Posts
Online Display Advertising Platforms Market Is Booming Worldwide | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM  Market Research Posts

ICYMI: Our most popular advertising stories in July - Business Insider - Business Insider
ICYMI: Our most popular advertising stories in July - Business Insider  Business Insider

Advertising Management Platform Market 2020 COVID-19 Worldwide Spread and Top Key Players - Balihoo, Bonzai, Bannersnack, Thunder, Mixpo, etc - Market Research Posts
Advertising Management Platform Market 2020 COVID-19 Worldwide Spread and Top Key Players - Balihoo, Bonzai, Bannersnack, Thunder, Mixpo, etc  Market Research Posts

Vilnius-based adtech RedTrack raises €425K to make advertising more efficient - EU-Startups
Vilnius-based adtech RedTrack raises €425K to make advertising more efficient  EU-Startups

Discovery Partners With Cable Giants on Targeted Advertising - Hollywood Reporter
Discovery Partners With Cable Giants on Targeted Advertising  Hollywood Reporter

How the world’s biggest advertisers are spending (or not) as the pandemic grinds on - Digiday
How the world’s biggest advertisers are spending (or not) as the pandemic grinds on  Digiday

Tyson Foods Accused Of False Advertising In New Federal Trade Commission Complaint - Forbes
Tyson Foods Accused Of False Advertising In New Federal Trade Commission Complaint  Forbes

Outdoor Advertising Market to Make Great Impact In Near Future by 2020–2027 - Market Research Posts
Outdoor Advertising Market to Make Great Impact In Near Future by 2020–2027  Market Research Posts

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Programmatic Advertising Spending Market 2020 to 2026 with top key players: ONE by AOL, BrightRoll, SpotX, Tremor Video, Alibaba, Baidu, Tencent, Kantar Media, and more  Market Research Posts

Digital Advertising Market Explore Future Growth With Top Players - Google, Facebook, Baidu, Alibaba, Microsoft, Yahoo, IAC, Twitter, Tencent, AOL, Amazon, Pandora - Market Research Posts
Digital Advertising Market Explore Future Growth With Top Players - Google, Facebook, Baidu, Alibaba, Microsoft, Yahoo, IAC, Twitter, Tencent, AOL, Amazon, Pandora  Market Research Posts

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Cross-Platform And Mobile Advertising Market (2020 to 2027) Technology Developments, Comprehensive Analysis and Trends with Major Eminent Players Apple Inc., Microsoft Corporation, Millenial Media, Amobee  Market Research Posts

Global Outdoor Advertising Market 2025 2025 COVID-19 Spread Analysis With Top Key Players -Clear Channel Outdoor, JCDecaux, Lamar Advertising, Outfront Media, Stroer Media etc.- Impact Analysis of COVID-19 - Market Research Posts
Global Outdoor Advertising Market 2025 2025 COVID-19 Spread Analysis With Top Key Players -Clear Channel Outdoor, JCDecaux, Lamar Advertising, Outfront Media, Stroer Media etc.- Impact Analysis of COVID-19  Market Research Posts

‘A Big Correction’: Pandemic Brings Change to ‘Bloated’ Ad Industry - The New York Times
‘A Big Correction’: Pandemic Brings Change to ‘Bloated’ Ad Industry  The New York Times

Advertising, Public Relations, Branding, Marketing, and Media Services Lists - Philadelphia Business Journal
Advertising, Public Relations, Branding, Marketing, and Media Services Lists  Philadelphia Business Journal

Los Angeles Times Denies Report That It Took Advertising Money in Exchange for Pac-12 Coverage - Editor And Publisher Magazine
Los Angeles Times Denies Report That It Took Advertising Money in Exchange for Pac-12 Coverage  Editor And Publisher Magazine

Fiat Chrysler Reorders Its Advertising Around Digital Demands - Forbes
Fiat Chrysler Reorders Its Advertising Around Digital Demands  Forbes

AdTech Roundup: Top Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Things in Advertising Technology  MarTech Series

If we want clients to advertise, we should be advertising ourselves - Campaign US
If we want clients to advertise, we should be advertising ourselves  Campaign US

Digital Out of Home Advertising Is Having A Coming Out Party, Will Candidates Turn Up? - Campaigns & Elections
Digital Out of Home Advertising Is Having A Coming Out Party, Will Candidates Turn Up?  Campaigns & Elections

June 2020, Global Insurance Advertising Market Report CoronaVirus Effect on Market Analysis Top Players Include, UnitedHealth Group, Liberty Mutual, GEICO, Allstate Corporation, Berkshire Hathaway - Bulletin Line
June 2020, Global Insurance Advertising Market Report CoronaVirus Effect on Market Analysis Top Players Include, UnitedHealth Group, Liberty Mutual, GEICO, Allstate Corporation, Berkshire Hathaway  Bulletin Line

Pinterest Looks Good as Online Advertising Improves - Motley Fool
Pinterest Looks Good as Online Advertising Improves  Motley Fool

The Music Industry Has an Advertising Problem - Rolling Stone
The Music Industry Has an Advertising Problem  Rolling Stone

Disney, NBA seeing huge advertising demand for bubble season in Orlando - Sportsnaut
Disney, NBA seeing huge advertising demand for bubble season in Orlando  Sportsnaut

Which pharma advertising did President Trump lambaste on Twitter? Good question - FiercePharma
Which pharma advertising did President Trump lambaste on Twitter? Good question  FiercePharma

Controversial tampon ad ban by advertising watchdog could be reviewed - The Irish Times
Controversial tampon ad ban by advertising watchdog could be reviewed  The Irish Times

Philadelphia Flyers to award free advertising to 5 small businesses - WPVI-TV
Philadelphia Flyers to award free advertising to 5 small businesses  WPVI-TV

InDesign Magazine issue 136: Advertising - InDesignSecrets
InDesign Magazine issue 136: Advertising  InDesignSecrets

Hulu Launches Beta for Self-Serve Advertising Platform - Search Engine Journal
Hulu Launches Beta for Self-Serve Advertising Platform  Search Engine Journal

Global Demand Side Platforms (DSP) for Programmatic Advertising from the Mobile Side Industry Market Assessment & Opportunity Forecast till 2025 - CueReport
Global Demand Side Platforms (DSP) for Programmatic Advertising from the Mobile Side Industry Market Assessment & Opportunity Forecast till 2025  CueReport

billyGo Gifts $10000 Toward Advertising Match Program - Southlake Style
billyGo Gifts $10000 Toward Advertising Match Program  Southlake Style

Latest Research on Digital Billboard Advertising Market 2020 by Application, Industry Share, End User with top players Sony, LG Electronics, Toshiba, Panasonic, Daktronics, etc - Market Research Posts
Latest Research on Digital Billboard Advertising Market 2020 by Application, Industry Share, End User with top players Sony, LG Electronics, Toshiba, Panasonic, Daktronics, etc  Market Research Posts

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Advertising and Marketing Executive Are you a Winner? Do others  Herald and News

Australian Advertising Students To Compete In Advertising Capstone Challenge - B&T
Australian Advertising Students To Compete In Advertising Capstone Challenge  B&T

TARGET 8: Fact check: Analyzing Medicaid expansion advertisement - KOMU 8
TARGET 8: Fact check: Analyzing Medicaid expansion advertisement  KOMU 8

Trump spending 9-in-10 advertising dollars defending states he won - The Daily World
Trump spending 9-in-10 advertising dollars defending states he won  The Daily World

Advertising Services Market Capitalizing on Multiple Trends | Dentsu, PublicisGroupe, SiMei Media - Gameatu
Advertising Services Market Capitalizing on Multiple Trends | Dentsu, PublicisGroupe, SiMei Media  Gameatu

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Move and win roundup: Week of August 3, 2020 | Advertising  Campaign Asia

Advertising Budget: Rules Of Calculation And Planning - FinSMEs
Advertising Budget: Rules Of Calculation And Planning  FinSMEs

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As Major League Baseball begins to play ball again, advertisers clamor for ad time  CNN

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Advertising Stocks Face New, Major Challenge With Apple’s iOS 14  Forbes

IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact - IAB
IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact  IAB

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How to achieve brand safety in digital advertising  SmartBrief

Microsoft Advertising Integrates Shutterstock to Help Advertisers Create High-Performing Ads - PRNewswire
Microsoft Advertising Integrates Shutterstock to Help Advertisers Create High-Performing Ads  PRNewswire

Trump Spends 9-in-10 Advertising Dollars Defending States He Won - Bloomberg
Trump Spends 9-in-10 Advertising Dollars Defending States He Won  Bloomberg

‘The billion-dollar question’: What will happen to advertising dollars if sports go on a coronavirus hiatus again - Digiday
‘The billion-dollar question’: What will happen to advertising dollars if sports go on a coronavirus hiatus again  Digiday

Feedvisor Launches Next-Generation, AI-Powered Platform for Brands and Sellers Advertising on Amazon - MarTech Series
Feedvisor Launches Next-Generation, AI-Powered Platform for Brands and Sellers Advertising on Amazon  MarTech Series

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Global United States Advertising Report Market 2020 Trending vendors – Bell Media, Adams Outdoor Advertising, Captivate Network, CEMUSA, Clear Media Limited, EPAMEDIA, Fairway Outdoor Advertising  NJ MMA News

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Libations to the Advertising Gods: Raising a Glass to What We've Lost, and What We've Learned  Muse by Clio

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How Advertising Boosts SEO  INSTORE MAG

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Global Outdoors Advertising Market 2020 Top Key Players | Clear Channel Outdoor, JCDecaux, Lamar Advertising, Outfront Media, Adams Outdoor Advertising, AdSpace Networks, AirMedia  NJ MMA News

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Kantar Reveals Project Moonshot, Launching Industry-Wide Advertising Effectiveness Measurement Platform  MarTech Series

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Global Digital Billboard Advertising Sales Market 2020 to Witness Huge Growth by 2026 | Sony, LG Electronics, Toshiba, Panasonic, Daktronics, Electronic Displays, Shenzhen Dicolor Optoelectronics  NJ MMA News

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Global Digital Billboard Advertising Market Research Report 2020 Obervational Studies with Top Manufacturers like Sony, LG Electronics, Toshiba, Panasonic, Daktronics, Electronic Displays, Shenzhen Dicolor Optoelectronics  NJ MMA News

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Streaming advertising’s tipping point: Viewership has shifted and ad dollars are expected to follow  Digiday

Job cuts at Philadelphia Magazine and buyouts at The Inquirer mark latest signs of economic strain at media ou - The Philadelphia Inquirer
Job cuts at Philadelphia Magazine and buyouts at The Inquirer mark latest signs of economic strain at media ou  The Philadelphia Inquirer

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NBA returns with strong advertising support for national, regional telecasts  S&P Global

Global Asia-Pacific Digital Billboard Advertising Market 2020: Industry Analysis and Detailed Profiles of Top Key Players Sony, LG Electronics, Toshiba, Panasonic, Daktronics, Electronic Displays, Shenzhen Dicolor Optoelectronics - NJ MMA News
Global Asia-Pacific Digital Billboard Advertising Market 2020: Industry Analysis and Detailed Profiles of Top Key Players Sony, LG Electronics, Toshiba, Panasonic, Daktronics, Electronic Displays, Shenzhen Dicolor Optoelectronics  NJ MMA News

TikTok's new offering for small advertisers could help it lure them from Facebook - CNBC
TikTok's new offering for small advertisers could help it lure them from Facebook  CNBC

Advertisers could ditch Ellen DeGeneres' show depending on investigation findings, experts say - Fox Business
Advertisers could ditch Ellen DeGeneres' show depending on investigation findings, experts say  Fox Business

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Will private search engines squander real estate advertising efforts?  Inman

Kellogg's joins Unstereotype Alliance to eradicate gender stereotyping in advertising - Prolific North
Kellogg's joins Unstereotype Alliance to eradicate gender stereotyping in advertising  Prolific North

Global United States Digital Billboard Advertising Market 2020 Top Key Players | Sony, LG Electronics, Toshiba, Panasonic, Daktronics, Electronic Displays, Shenzhen Dicolor Optoelectronics - NJ MMA News
Global United States Digital Billboard Advertising Market 2020 Top Key Players | Sony, LG Electronics, Toshiba, Panasonic, Daktronics, Electronic Displays, Shenzhen Dicolor Optoelectronics  NJ MMA News

How about some truth in advertising, GOP-style? - Charlotte Observer
How about some truth in advertising, GOP-style?  Charlotte Observer

Message advertising the Red Barn is '4 Sale As Is' gets painted over - KESQ
Message advertising the Red Barn is '4 Sale As Is' gets painted over  KESQ

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Quora Launches Lead Generation Forms for Advertisers & This Week’s Digital Marketing News [PODCAST]  Search Engine Journal

Advertisers were cutting their Facebook ad spending well before the boycott began - Digiday
Advertisers were cutting their Facebook ad spending well before the boycott began  Digiday

Facebook's advertising revenue soars 10.2% to over US$18 billion - Mumbrella
Facebook's advertising revenue soars 10.2% to over US$18 billion  Mumbrella

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Global Door to Door Advertising Market Predicted to Witness Sustainable Evolution in Years to Come by ARM, RELX Group, Wolters Kluwer, DOmedia, Hachette Livre, ThomsonReuters  Market Research Posts

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2020 presidential race pushes past $1 billion mark as advertising wars intensify  CNN

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Digital Video Ad Spend Keeps UK Advertising Afloat amid COVID-19  eMarketer

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Global Augmented Reality for Advertising Market 2020 Trending vendors – Augmented Pixels, Wikitude, Blippar, Aurasma, Catchoom, BBDO, McCANN  NJ MMA News

Google's advertising revenue plunges - Nairametrics
Google's advertising revenue plunges  Nairametrics

Disney Slashed Ad Spending on Facebook Amid Growing Boycott - The Wall Street Journal
Disney Slashed Ad Spending on Facebook Amid Growing Boycott  The Wall Street Journal

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People of Color Drive Culture. They Will Save Advertising  Adweek

Australian job advertisements rebound 16.7% in July - ANZ - Reuters
Australian job advertisements rebound 16.7% in July - ANZ  Reuters

Facebook May Ban Political Advertising - Variety
Facebook May Ban Political Advertising  Variety

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NBCU Sees Advertisers Returning, Will Restructure For Streaming  AdExchanger

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To Reboot Failed Messaging, Trump Campaign Suspends Advertising  The National Memo

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CCPA Roll-Out Causes Havoc for Facebook Advertisers  Search Engine Journal

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Advertise With Us!  WILX-TV

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Kroger boosts media presence with new advertising partnerships  Supermarket News

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Hulu Ads For $500? Streamer Makes Bid for Small Advertisers  Variety

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What do digital commerce advertising management platforms offer?  MarTech Today

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About Ad Age Leading National Advertisers 2020  AdAge.com

Walmart, McDonalds, Geico pull Facebook ads amid boycott - Business Insider - Business Insider
Walmart, McDonalds, Geico pull Facebook ads amid boycott - Business Insider  Business Insider

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Facebook Fails to Appease Organizers of Ad Boycott  The New York Times

Rising Rockers Advertisement Unleash Debut Album American Advertisement: Stream - Consequence of Sound
Rising Rockers Advertisement Unleash Debut Album American Advertisement: Stream  Consequence of Sound

Advertisement: American Advertisement | Review - Pitchfork
Advertisement: American Advertisement | Review  Pitchfork

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