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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. June / 12 / 2021

Are advertisers coming for your dreams? - Science Magazine
Are advertisers coming for your dreams?  Science Magazine

Where Google’s Advertising Chief Searches for Insight - The Wall Street Journal
Where Google’s Advertising Chief Searches for Insight  The Wall Street Journal

1 Advertising Stock With Huge Upside Potential - Motley Fool
1 Advertising Stock With Huge Upside Potential  Motley Fool

Advertising Could Be Amazon's Biggest Source of Profits in 2021 - The Motley Fool
Advertising Could Be Amazon's Biggest Source of Profits in 2021  The Motley Fool

TikTok Charges Up to $2 Million a Day for Top Advertising Spots - Bloomberg
TikTok Charges Up to $2 Million a Day for Top Advertising Spots  Bloomberg

Facebook and Its Advertisers Feel Pinch of Apple’s Privacy Drive - The Wall Street Journal
Facebook and Its Advertisers Feel Pinch of Apple’s Privacy Drive  The Wall Street Journal

UK Advertising Census Reveals Industry Views on Equality - Adweek
UK Advertising Census Reveals Industry Views on Equality  Adweek

Google promises to solve advertising privacy probe with UK watchdog - Texasnewstoday.com
Google promises to solve advertising privacy probe with UK watchdog  Texasnewstoday.com

British Broadcasters Adopt NBC Universal’s Unified Advertising Metric CFlight - Adweek
British Broadcasters Adopt NBC Universal’s Unified Advertising Metric CFlight  Adweek

Facebook Advertising Boss Carolyn Everson Leaving the Social-Media Company - The Wall Street Journal
Facebook Advertising Boss Carolyn Everson Leaving the Social-Media Company  The Wall Street Journal

Coca-Cola Sued for False Advertising Over Sustainability Claims - Earth Island Journal
Coca-Cola Sued for False Advertising Over Sustainability Claims  Earth Island Journal

Instacart Offers $1M in Advertising Credits to Black-Owned Brands - Adweek
Instacart Offers $1M in Advertising Credits to Black-Owned Brands  Adweek

French Open - 'Dangerous!' - Barbora Krejcikova runs into advertising board, narrowly avoids a nasty injury - Eurosport.com
French Open - 'Dangerous!' - Barbora Krejcikova runs into advertising board, narrowly avoids a nasty injury  Eurosport.com

Veteran Advertising Executive Mike Densmore Joins UTA Marketing as Head of Growth and Innovation - Hollywood Reporter
Veteran Advertising Executive Mike Densmore Joins UTA Marketing as Head of Growth and Innovation  Hollywood Reporter

How much do advertising logos on courts, the ice and fields distract you? - Norfolk Daily News
How much do advertising logos on courts, the ice and fields distract you?  Norfolk Daily News

Google to change global advertising practices in landmark antitrust deal - Reuters
Google to change global advertising practices in landmark antitrust deal  Reuters

Amazon Advertising Rates Soar in Pandemic-Fueled Surge - Bloomberg
Amazon Advertising Rates Soar in Pandemic-Fueled Surge  Bloomberg

Google's New Advertising Racket - International Policy Digest
Google's New Advertising Racket  International Policy Digest

Facebook Advertising Head Carolyn Everson Quits - Variety
Facebook Advertising Head Carolyn Everson Quits  Variety

YouTube faces more brand-safety backlash from advertisers - Business Insider
YouTube faces more brand-safety backlash from advertisers  Business Insider

Tech companies turn to offline advertising - Sydney Morning Herald
Tech companies turn to offline advertising  Sydney Morning Herald

Should Facebook Be Held Liable if Its Advertising Algorithm Discriminates? – Mother Jones - Mother Jones
Should Facebook Be Held Liable if Its Advertising Algorithm Discriminates? – Mother Jones  Mother Jones

Advertising CEO George Sargent on the importance of storytelling, community and inclusion - Boston Business Journal - Boston Business Journal
Advertising CEO George Sargent on the importance of storytelling, community and inclusion - Boston Business Journal  Boston Business Journal

How Brands Are Advertising Around Uefa Euro 2020 Soccer Tournament - Adweek
How Brands Are Advertising Around Uefa Euro 2020 Soccer Tournament  Adweek

Dynasty! McIntire Team Wins National Student Advertising Competition – Again - UVA Today
Dynasty! McIntire Team Wins National Student Advertising Competition – Again  UVA Today

Audio Advertising Software Industry Analysis, Market Future Scope including key players AdsWizz, Centro, AI Music – The Manomet Current - The Manomet Current
Audio Advertising Software Industry Analysis, Market Future Scope including key players AdsWizz, Centro, AI Music – The Manomet Current  The Manomet Current

Advertising Industry Analysis, Market Quality & Quantity Analysis | Google, Facebook, Baidu, – The Manomet Current - The Manomet Current
Advertising Industry Analysis, Market Quality & Quantity Analysis | Google, Facebook, Baidu, – The Manomet Current  The Manomet Current

Convicted for 'advertising' abortion, German doctors are fighting to share the facts - CNN
Convicted for 'advertising' abortion, German doctors are fighting to share the facts  CNN

Blockgraph Appoints Media and Advertising Veteran Scott Collins as EVP of Client Partnerships and Sales Strategy - GlobeNewswire
Blockgraph Appoints Media and Advertising Veteran Scott Collins as EVP of Client Partnerships and Sales Strategy  GlobeNewswire

Why Now Is the Right Time to Advertise With Video (If You Aren’t Already) - Search Engine Journal
Why Now Is the Right Time to Advertise With Video (If You Aren’t Already)  Search Engine Journal

Augmented Reality Advertising Research Shows Consumers Want To See More AR Ads - MarTech Series
Augmented Reality Advertising Research Shows Consumers Want To See More AR Ads  MarTech Series

How all those political ads affect commercial advertising - Chicago Booth Review
How all those political ads affect commercial advertising  Chicago Booth Review

The End of Ugly Advertising in Prague - Prague Morning
The End of Ugly Advertising in Prague  Prague Morning

Erp Software For Advertising Agencies Market to Eyewitness Huge Growth by 2027 with Covid-19 Impact | Deskera, SoftDoit, Orcale, Fitnet Manager – The Manomet Current - The Manomet Current
Erp Software For Advertising Agencies Market to Eyewitness Huge Growth by 2027 with Covid-19 Impact | Deskera, SoftDoit, Orcale, Fitnet Manager – The Manomet Current  The Manomet Current

Is This Growth Stock the Future of TV Advertising? - Motley Fool
Is This Growth Stock the Future of TV Advertising?  Motley Fool

Advertising Management Platform Market 2021 Disclosing Latest Trends and Advancement Outlook 2028 ; Celtra, Bannersnack, Mixpo, SteelHouse, Google, RhythmOne, Thunder – The Manomet Current - The Manomet Current
Advertising Management Platform Market 2021 Disclosing Latest Trends and Advancement Outlook 2028 ; Celtra, Bannersnack, Mixpo, SteelHouse, Google, RhythmOne, Thunder – The Manomet Current  The Manomet Current

S4 Capital Increases Revenue Forecast for 2021 as Advertising Demand Grows - Adweek
S4 Capital Increases Revenue Forecast for 2021 as Advertising Demand Grows  Adweek

Lawyer advertising restriction clears Legislature | Legislature | theadvocate.com - The Advocate
Lawyer advertising restriction clears Legislature | Legislature | theadvocate.com  The Advocate

Google follows Apple's lead and makes it harder for advertisers to track users on Android - CNBC
Google follows Apple's lead and makes it harder for advertisers to track users on Android  CNBC

Thanks So Much To All Of Our Awesome Advertisers - Above the Law
Thanks So Much To All Of Our Awesome Advertisers  Above the Law

Does Radio Advertising Still work? - TechBullion
Does Radio Advertising Still work?  TechBullion

5 Reasons to Put Your Money Into PR vs. Advertising - Business 2 Community
5 Reasons to Put Your Money Into PR vs. Advertising  Business 2 Community

French Open: 'Seriously nasty!' - Awful trip from Lorenzo Musetti on advertising board against Novak Djokovic - Eurosport.com
French Open: 'Seriously nasty!' - Awful trip from Lorenzo Musetti on advertising board against Novak Djokovic  Eurosport.com

Howard 'Tom' Thompson, 89, Led Darien Senior Men's Association, Active Volunteer, Advertising Executive - darienite.com
Howard 'Tom' Thompson, 89, Led Darien Senior Men's Association, Active Volunteer, Advertising Executive  darienite.com

[Webinar] Advertising Litigation Quarterly Highlights - July 14th, 12:30 pm - 1:30 pm ET - JD Supra
[Webinar] Advertising Litigation Quarterly Highlights - July 14th, 12:30 pm - 1:30 pm ET  JD Supra

Social Media Advertising for Service Brands, Part 2: Going Local - Franchising.com
Social Media Advertising for Service Brands, Part 2: Going Local  Franchising.com

What is your Google advertising ID and why is Google allowing users to hide it? - Android Central
What is your Google advertising ID and why is Google allowing users to hide it?  Android Central

Cross Platform and Mobile Advertising Market Disclosing Latest Advancement 2021 to 2027 Covid-19 Analysis – The Manomet Current - The Manomet Current
Cross Platform and Mobile Advertising Market Disclosing Latest Advancement 2021 to 2027 Covid-19 Analysis – The Manomet Current  The Manomet Current

The Most Trusted Source of Advertising Spend Data, Standard Media Index Extends Analytics Capabilities with Groundbreaking Pricing Intelligence Suite of Products - Galveston County Daily News
The Most Trusted Source of Advertising Spend Data, Standard Media Index Extends Analytics Capabilities with Groundbreaking Pricing Intelligence Suite of Products  Galveston County Daily News

Apple’s Moves to Tighten Flow of User Data Leave Advertisers Anxious - The Wall Street Journal
Apple’s Moves to Tighten Flow of User Data Leave Advertisers Anxious  The Wall Street Journal

How Can Brands Navigate the Advertising Challenges - AiThority
How Can Brands Navigate the Advertising Challenges  AiThority

Entravision Communications Corporation Expands Global Digital Footprint Through Acquisition of Leading Digital Marketing & Advertising Company MediaDonuts - Business Wire
Entravision Communications Corporation Expands Global Digital Footprint Through Acquisition of Leading Digital Marketing & Advertising Company MediaDonuts  Business Wire

George Ochenski: It’s time to quit advertising Montana - Montana Standard
George Ochenski: It’s time to quit advertising Montana  Montana Standard

Advertising executive Bob Bloom dies at 87 - The Dallas Morning News
Advertising executive Bob Bloom dies at 87  The Dallas Morning News

TikTok is reportedly upping its prices for advertising - Music Ally
TikTok is reportedly upping its prices for advertising  Music Ally

Tobii Pro Launches New Mobile Eye Tracking Solution For Marketing And Advertising Research - AiThority
Tobii Pro Launches New Mobile Eye Tracking Solution For Marketing And Advertising Research  AiThority

The Pitch: Advertising and marketing news for 5.25.21 - RichmondBizSense
The Pitch: Advertising and marketing news for 5.25.21  RichmondBizSense

Revenge Living Drives Optimistic Advertising Outlook - MediaVillage
Revenge Living Drives Optimistic Advertising Outlook  MediaVillage

How Google's $150 billion advertising business works - CNBC
How Google's $150 billion advertising business works  CNBC

Ogilvy's Carla Hendra: Power and Privilege in Advertising - Harvard Business Review
Ogilvy's Carla Hendra: Power and Privilege in Advertising  Harvard Business Review

See the pitch decks that fast-growing advertising and media startups used to raise millions from top VCs - Business Insider
See the pitch decks that fast-growing advertising and media startups used to raise millions from top VCs  Business Insider

Direct-to-Consumer Pharmaceutical Advertising Market Trends, Review, and Forecast by 2031 || HARVARD POLITICAL REVIEW and MDedge – The Manomet Current - The Manomet Current
Direct-to-Consumer Pharmaceutical Advertising Market Trends, Review, and Forecast by 2031 || HARVARD POLITICAL REVIEW and MDedge – The Manomet Current  The Manomet Current

Guinness Atkinson Funds - SmartETFs Advertising & Marketing Technology ETF (MRAD) gains 1.2080% for June 11 - Equities.com
Guinness Atkinson Funds - SmartETFs Advertising & Marketing Technology ETF (MRAD) gains 1.2080% for June 11  Equities.com

Google Advertising Policy Opens Doors To Wider Bitcoin Community - Forbes
Google Advertising Policy Opens Doors To Wider Bitcoin Community  Forbes

Advertising needs greater diversity, finds industry census - Research Live
Advertising needs greater diversity, finds industry census  Research Live

Watch for a Coming Sea Change in Online Advertising - Bloomberg Law
Watch for a Coming Sea Change in Online Advertising  Bloomberg Law

Google Clarifies Its Stance On Post-Cookie Advertising IDs – And It's Not Good For Ad Tech - AdExchanger
Google Clarifies Its Stance On Post-Cookie Advertising IDs – And It's Not Good For Ad Tech  AdExchanger

HKL boss not suspected of official misconduct in election advertising scandal - YLE News
HKL boss not suspected of official misconduct in election advertising scandal  YLE News

Class action lawsuit filed against Dell for false advertising over Alienware laptop's upgradeability - PC Gamer
Class action lawsuit filed against Dell for false advertising over Alienware laptop's upgradeability  PC Gamer

Mozilla Is Resuming Facebook Advertising For The First Time In Years To Educate Users About Data-Driven Targeting - Forbes
Mozilla Is Resuming Facebook Advertising For The First Time In Years To Educate Users About Data-Driven Targeting  Forbes

National Advertising Division Finds Certain Claims for Crest Whitening Emulsions Supported; Recommends Discontinuation or Modification of Others - PRNewswire
National Advertising Division Finds Certain Claims for Crest Whitening Emulsions Supported; Recommends Discontinuation or Modification of Others  PRNewswire

Sun TV Network's advertising revenue shrinks, but profit jumps 11% on subscriptions - Business Insider India
Sun TV Network's advertising revenue shrinks, but profit jumps 11% on subscriptions  Business Insider India

Cross-Channel Performance Advertising Platform Market Trends 2021 | Growth by Top Companies: Facebook, Twitter, Google Ads, Marilyn, Adobe, Accenture – The Manomet Current - The Manomet Current
Cross-Channel Performance Advertising Platform Market Trends 2021 | Growth by Top Companies: Facebook, Twitter, Google Ads, Marilyn, Adobe, Accenture – The Manomet Current  The Manomet Current

Walgreens Partners With OpenAP For TV Advertising IDs - AdExchanger
Walgreens Partners With OpenAP For TV Advertising IDs  AdExchanger

Money Diary: A 37-Year-Old In Advertising On 150k - Refinery29
Money Diary: A 37-Year-Old In Advertising On 150k  Refinery29

Complaint filed against Oushadhi advertisement - The New Indian Express
Complaint filed against Oushadhi advertisement  The New Indian Express

The digital world is built on advertising. How do we help kids navigate it? - CNN
The digital world is built on advertising. How do we help kids navigate it?  CNN

Global Digital Audio Advertising Software Market 2021 Business Tactics | AdsWizz, Centro, AI Music, Audio.Ad, Audion, Choozle, DAX, Frequency, and Targetspot – The Manomet Current - The Manomet Current
Global Digital Audio Advertising Software Market 2021 Business Tactics | AdsWizz, Centro, AI Music, Audio.Ad, Audion, Choozle, DAX, Frequency, and Targetspot – The Manomet Current  The Manomet Current

ADVERTISING: Advertorial — Teen vaping: What parents need to know - Coeur d'Alene Press
ADVERTISING: Advertorial — Teen vaping: What parents need to know  Coeur d'Alene Press

10 Iconic Sounds in Advertising - Muse by Clio
10 Iconic Sounds in Advertising  Muse by Clio

What Is The Future Of Facebook Advertising? Facebook is facing a perfect storm of issues that - Forbes
What Is The Future Of Facebook Advertising? Facebook is facing a perfect storm of issues that  Forbes

FreeWater: Advertising And Charity In One Container 06/11/2021 - MediaPost Communications
FreeWater: Advertising And Charity In One Container 06/11/2021  MediaPost Communications

Bitcoin 'time to buy' ad banned in the UK for being irresponsible - CNBC
Bitcoin 'time to buy' ad banned in the UK for being irresponsible  CNBC

Legal Advertisements June 12, 2021 | Legal Advertisements | ivpressonline.com - Imperial Valley Press
Legal Advertisements June 12, 2021 | Legal Advertisements | ivpressonline.com  Imperial Valley Press

Magnite and tvScientific Launch Performance CTV Program to - GlobeNewswire
Magnite and tvScientific Launch Performance CTV Program to  GlobeNewswire

Brands Must Reflect on the Moment as They Navigate Post-Pandemic Advertising - Adweek
Brands Must Reflect on the Moment as They Navigate Post-Pandemic Advertising  Adweek

Apple’s App Tracking Transparency Has Advertisers Scrambling, With Concern More Is to Come - Adweek
Apple’s App Tracking Transparency Has Advertisers Scrambling, With Concern More Is to Come  Adweek

Inside Google’s Vision for Privacy-Safe Advertising - Adweek
Inside Google’s Vision for Privacy-Safe Advertising  Adweek

Amazon's ad revenue is now twice as big as Snap, Twitter, Roku and Pinterest combined - CNBC
Amazon's ad revenue is now twice as big as Snap, Twitter, Roku and Pinterest combined  CNBC

Inside the ad, ad, ad, ad world of YouTube - Fortune
Inside the ad, ad, ad, ad world of YouTube  Fortune

HBO Max with Ads promises that on this $10 tier, less advertising is more - CNET
HBO Max with Ads promises that on this $10 tier, less advertising is more  CNET

How Google is trying to keep advertisers happy while also improving user privacy - CNBC
How Google is trying to keep advertisers happy while also improving user privacy  CNBC

Conservative group launches ad campaign against 'woke capitalism,' targeting CEOs by name - CNBC
Conservative group launches ad campaign against 'woke capitalism,' targeting CEOs by name  CNBC

Facebook Import is now available in Microsoft Advertising - Search Engine Land
Facebook Import is now available in Microsoft Advertising  Search Engine Land

Snap Stock Has Soared. Why It’s Still a Strong Play on Advertising. - Barron's
Snap Stock Has Soared. Why It’s Still a Strong Play on Advertising.  Barron's

Great Storytelling is the Secret to Making Your Advertising Stand Out from the Crowd - Entrepreneur
Great Storytelling is the Secret to Making Your Advertising Stand Out from the Crowd  Entrepreneur

The Next Era of Addressable Advertising - MediaVillage
The Next Era of Addressable Advertising  MediaVillage

Advertisers, TV Networks Go to Battle Over Streaming Ad Rates - Variety
Advertisers, TV Networks Go to Battle Over Streaming Ad Rates  Variety

General Mills, Nestle Among 20 Big Advertisers Pledging to Spend More on Black-Owned Media - Variety
General Mills, Nestle Among 20 Big Advertisers Pledging to Spend More on Black-Owned Media  Variety

This week's upcoming events in marketing and advertising - AdAge.com
This week's upcoming events in marketing and advertising  AdAge.com

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