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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 Wed. June / 19 / 2024

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T-Mobile asked to stop advertising ‘price lock’ guarantee that doesn’t lock your prices  The Verge

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The 'Mad Men' Era Is Long Over. Why Is Advertising Still So White?  The New York Times

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SiriusXM (SIRI) Embraces Unified ID 2.0 for Audio Advertising  Yahoo Finance

Mozilla Welcomes Anonym: Privacy Preserving Digital Advertising - Mozilla & Firefox
Mozilla Welcomes Anonym: Privacy Preserving Digital Advertising  Mozilla & Firefox

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Biden campaign launches advertising attack on 'convicted criminal' Trump  The Washington Post

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Advertising and media elite return to Cannes Lions, as mega-yachts pull up to French Riviera  Page Six

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Netflix Has Dominated in Advertising Dollars Per Viewer. Could Its Lead Be Narrowing?  Investopedia

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New 'Integrated Cannabis Vaporizer' Packaging, Labeling, Advertising, and Marketing Requirements Go Into Effect July 1  Redheaded Blackbelt

TEC requires political influencers to disclose payment - The Texas Tribune
TEC requires political influencers to disclose payment  The Texas Tribune

Building brand loyalty with LGBTQ+ audiences through inclusive advertising and content - Nielsen
Building brand loyalty with LGBTQ+ audiences through inclusive advertising and content  Nielsen

Ad Age: Advertising & Marketing Technology News - Ad Age
Ad Age: Advertising & Marketing Technology News  Ad Age

Ticked off! @RX advertising on TV - Ticked off! @RX advertising on TV - Orlando Sentinel
Ticked off! @RX advertising on TV - Ticked off! @RX advertising on TV  Orlando Sentinel

FCC Admonishes Three TV Stations for Not Having Clauses in Sales Agreements Requiring Non- discrimination in the ... - Broadcast Law Blog
FCC Admonishes Three TV Stations for Not Having Clauses in Sales Agreements Requiring Non- discrimination in the ...  Broadcast Law Blog

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Queen Latifah Speaks on Body Image in Advertising at Cannes Lions: 'You Cannot Judge Someone's Health by How ...  TheWrap

Magnite and Spectrum Reach Team Up to Enhance Access to Programmatic Advertising | Charter - Charter Communications
Magnite and Spectrum Reach Team Up to Enhance Access to Programmatic Advertising | Charter  Charter Communications

Self-Declaration Mechanism for Misleading Advertisements: A House Built on Sand - The National Law Review
Self-Declaration Mechanism for Misleading Advertisements: A House Built on Sand  The National Law Review

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Advertising Is Already Underwhelmed by Widespread AI Adoption, Consumers Are Unhappy, and More  Inc.

500 Car: Leading the New Wave of Global Automotive Advertising and Promoting Charitable Causes - AccessWire
500 Car: Leading the New Wave of Global Automotive Advertising and Promoting Charitable Causes  AccessWire

Study explores whether advertising contributes to or leads to declines in happiness - Phys.org
Study explores whether advertising contributes to or leads to declines in happiness  Phys.org

Why some cities are banning fossil fuel advertisements - The Washington Post - The Washington Post
Why some cities are banning fossil fuel advertisements - The Washington Post  The Washington Post

Freelance Hiring by Advertising Agencies Increases by 40%, Reveals Worksome Data - MediaVillage
Freelance Hiring by Advertising Agencies Increases by 40%, Reveals Worksome Data  MediaVillage

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Unifying Local Advertising: A Call to Arms for Restaurant Marketing Leaders  QSR magazine

Advantage Solutions to Sell Jun Group Digital-Advertising Platform for $185 Million - MarketWatch
Advantage Solutions to Sell Jun Group Digital-Advertising Platform for $185 Million  MarketWatch

Google loses bid to end US antitrust case over digital advertising - Reuters
Google loses bid to end US antitrust case over digital advertising  Reuters

Biden presidential campaign to spend $50 million in advertising blitz highlighting Trump’s conviction - PBS NewsHour
Biden presidential campaign to spend $50 million in advertising blitz highlighting Trump’s conviction  PBS NewsHour

Elon Musk flies to Cannes to win back advertisers - Financial Times
Elon Musk flies to Cannes to win back advertisers  Financial Times

Advertible Makes Its Case To SSPs For Running Native Channel Extensions - AdExchanger
Advertible Makes Its Case To SSPs For Running Native Channel Extensions  AdExchanger

Magnite's SpringServe Powering Video Advertising for YTV in Japan - StockTitan
Magnite's SpringServe Powering Video Advertising for YTV in Japan  StockTitan

Amazon's AI image generator for advertisers adds new feature - About Amazon
Amazon's AI image generator for advertisers adds new feature  About Amazon

Ohio regulator on track to change 'non-gambling' promotions - iGaming Business
Ohio regulator on track to change 'non-gambling' promotions  iGaming Business

'We're all just fumbling around': Advertising on Substack remains a Wild West for brands - Modern Retail
'We're all just fumbling around': Advertising on Substack remains a Wild West for brands  Modern Retail

Digital Advertisers Are Debating What Counts As 'Premium Content' - Business Insider
Digital Advertisers Are Debating What Counts As 'Premium Content'  Business Insider

Amazon hit with $122 mln US verdict in internet-advertising patent case - Reuters
Amazon hit with $122 mln US verdict in internet-advertising patent case  Reuters

Meta uses Cannes to unveil its 'Big Play' – AI-enhanced advertising and messaging - The Drum
Meta uses Cannes to unveil its 'Big Play' – AI-enhanced advertising and messaging  The Drum

Oracle is shutting down its advertising business despite millions in revenues - TechRadar
Oracle is shutting down its advertising business despite millions in revenues  TechRadar

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PRINT Awards 2024 Student Spotlight: Winners in Branding Identities, Advertising, Editorial & More  PRINT Magazine

Pennsylvania senator introduces bill to shield self-excluded gamblers from direct advertising - Yogonet International
Pennsylvania senator introduces bill to shield self-excluded gamblers from direct advertising  Yogonet International

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'Modern Family' cast reunites in funny new advertisement  Good Morning America

Amir Kassaei is Coming Back to Burst the Advertising Bubble | LBBOnline - Little Black Book - LBBonline
Amir Kassaei is Coming Back to Burst the Advertising Bubble | LBBOnline  Little Black Book - LBBonline

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Verve Acquires Jun Group, a Mobile First Digital Advertising Firm, Resulting in Combined, Pro Forma, €447m ...  Yahoo Finance

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Some Advertisers Are Bargain Hunting on X. It May Not Be Enough  The Information

Harnessing AI: Transforming Creative Development In Advertising - AdExchanger
Harnessing AI: Transforming Creative Development In Advertising  AdExchanger

Instacart's New Advertising Capability Aims to Help CPG Brands Expand Their Reach - Inc.
Instacart's New Advertising Capability Aims to Help CPG Brands Expand Their Reach  Inc.

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Why Euro 2024 is 'a big step change' for the areas advertisers will rely on  Digiday

Advantage Solutions to sell digital advertising platform Jun Group for $185 million - StockTitan
Advantage Solutions to sell digital advertising platform Jun Group for $185 million  StockTitan

Beyond rainbow filters: Real support for Pride Month | Advertising - Campaign Asia
Beyond rainbow filters: Real support for Pride Month | Advertising  Campaign Asia

What's up with Mozilla buying ad firm Anonym? It's all about 'privacy-centric advertising' - The Register
What's up with Mozilla buying ad firm Anonym? It's all about 'privacy-centric advertising'  The Register

How Telegram's Ads Network Will Impact Advertisers & Creators - Unchained
How Telegram's Ads Network Will Impact Advertisers & Creators  Unchained

How Disney is leveraging AI for advertising - Yahoo Finance
How Disney is leveraging AI for advertising  Yahoo Finance

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UK advertising and research exports reach £18bn  Research Live

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Oracle Ads have had it: $2B operation shuts down after dwindling to $300M  The Register

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Cannes 2024: Meta upgrades advertising suite with boost to gen AI tools  Performance Marketing World

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X CEO Linda Yaccarino Touts Advertiser Return After Musk Takeover  The New York Times

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Texas mandates payment disclosure for political influencers  Chron

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Griezmann feels the full force of EURO 2024 pitch side advertising  Yahoo Sports

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Romanian legislative bans advertising for electronic cigarettes and vapes  Romania-Insider.com

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Advertisers face far-reaching disruptions as distracted consumers' attention to content weakens across media platforms ...  PR Newswire

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Reviewing Lamar Advertising (NASDAQ:LAMR) and Bimini Capital Management (OTCMKTS:BMNM)  Defense World

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Food Advertising, Labeling, and Litigation Conference  Food and Drug Law Institute

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Oracle Is Shutting Down Its Ad Business  Adweek

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Jana Steward can provide all display advertising needs  Erwin Record

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How AI will impact the advertising world according to OpenAI  Fast Company

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Commercial sponsor advertisements approved for all regular-season football games  NCAA.org

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One minute in Cannes with: Uber Advertising  Performance Marketing World

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These 3 trends will dominate advertising: Spotify's Lee Brown  Yahoo Finance

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Getting up close and personal: The new focus making digital dominate global ad spend  Euronews

Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction - WBBJ-TV
Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  WBBJ-TV

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Biden campaign launches advertising attack on 'convicted criminal' Trump  redlakenationnews.com

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Fairshake Spends $2M Advertising Against Anti-Crypto Rep. Jamaal Bowman  Cryptonews

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Oscar Mayer Creates Beauty Advertising. Sort of  Muse by Clio

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'Poppi' Prebiotic Soda facing claims of misleading advertising and health concerns  ABC7 News

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Innovid Releases “CTV x Commerce 2024” Report on the State of Interactive Creatives & Shoppable Advertising  Business Wire

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United Nations Chief Wants to Ban Oil & Gas Advertising Worldwide  Marcellus Drilling News

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Briefing: TikTok Announces AI Avatars for Advertising  The Information

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2 million SF Bay Area residents targeted in tourism campaign  SFGATE

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Magna Raises U.S. and Global Ad Forecasts for 2024, But TV Still Expected to Decline  Hollywood Reporter

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Jury Awards $122M in Advertising Patent Case Following Testimony of Quandary Peak Experts  StreetInsider.com

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Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction  GV Wire

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PayPal Announces New Leaders to Build New Advertising Platform and Accelerate Consumer Product Innovation  PayPal Newsroom

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T-Mobile ticked off for dodgy FWA advertising  Telecoms.com

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United Selects Magnite's SpringServe to Power Advertising Solution for Inflight Personal Device Entertainment  EIN News

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The ANA Says Advertisers Are Spending Way Less On MFA – But Programmatic Ain’t Fully Transparent Yet  AdExchanger

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Oracle Shuts Down Advertising Business After Spending Over $4 Billion  Business Insider

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More Advertisers On Board With Visual In-Car Messaging Synched To AM/FM Radio Ads.  Insideradio.com

Biden ad blitz targets Trump’s criminal conviction in pitch to swing voters - The Guardian US
Biden ad blitz targets Trump’s criminal conviction in pitch to swing voters  The Guardian US

Biden's campaign announces $50 million advertising blitz highlighting Trump's conviction - KTVB.com
Biden's campaign announces $50 million advertising blitz highlighting Trump's conviction  KTVB.com

Anzu and dentsu partner to advance intrinsic in-game advertising with - Pocket Gamer.Biz
Anzu and dentsu partner to advance intrinsic in-game advertising with  Pocket Gamer.Biz

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Ban these companies from advertising, says UN chief, and other nature and climate stories you need to read this week  World Economic Forum

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Comcast’s FreeWheel Unveils New Live Events Tool Ahead of Paris Olympics  Hollywood Reporter

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Advertising Club of Madras closes entries for MADDYS 2024  Animation Xpress

United Airlines seat ads: How to opt out of targeted advertising - Fast Company
United Airlines seat ads: How to opt out of targeted advertising  Fast Company

Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction - Jackson Hole News&Guide
Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  Jackson Hole News&Guide

Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction - Bowling Green Daily News
Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  Bowling Green Daily News

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ROKU Launches New Advertising Solution to Aid Platform Revenues  Yahoo Finance

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Biden Campaign Launches $50m Advertising Onslaught Targeting Trump's Legal Troubles  Arise News

Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction - WBAP News/Talk
Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction  WBAP News/Talk

Magnite and Spectrum Reach Team Up To Enhance Access to Programmatic Advertising - StockTitan
Magnite and Spectrum Reach Team Up To Enhance Access to Programmatic Advertising  StockTitan

Lamar Advertising (NASDAQ:LAMR) Shares Sold by American International Group Inc. - Defense World
Lamar Advertising (NASDAQ:LAMR) Shares Sold by American International Group Inc.  Defense World

How Retailers Became Ad Platforms - HBR.org Daily
How Retailers Became Ad Platforms  HBR.org Daily

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Jo Jackson, CEO of D&AD steps down from her position  ETBrandEquity

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