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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 Fri. March / 05 / 2021

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Proof Advertising Invests in New Creative and Strategic Firepower  PRNewswire

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Facebook Ends Ban on Political Advertising  The New York Times

Ad Spending In The Video Advertising Segment Is Expected to Exceed $37 Billion In 2021 - PRNewswire
Ad Spending In The Video Advertising Segment Is Expected to Exceed $37 Billion In 2021  PRNewswire

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Once-in-a-Lifetime Advertising Opportunity for Brands to Pole-Position Themselves on a Disruptive Magnetizer to Attract New Clients Worldwide  AiThority

Esquire Advertising and Furniture First Announce Partnership to Bring Retailers Valuable Market Insights - MarTech Series
Esquire Advertising and Furniture First Announce Partnership to Bring Retailers Valuable Market Insights  MarTech Series

Trade Desk Touted Google's Next Big Digital Advertising Rival: WSJ - Yahoo Finance
Trade Desk Touted Google's Next Big Digital Advertising Rival: WSJ  Yahoo Finance

Advertisers prepare for Apple's changes - Business Insider
Advertisers prepare for Apple's changes  Business Insider

Is Anyone Still Watching Commercials? Here Are 5 Other Advertising Opportunities - Benzinga
Is Anyone Still Watching Commercials? Here Are 5 Other Advertising Opportunities  Benzinga

Google’s rivals fret as the advertising cookie crumbles - Financial Times
Google’s rivals fret as the advertising cookie crumbles  Financial Times

Cloud Advertising Market Expected to Exceed $395 Billion By 2026 - PRNewswire
Cloud Advertising Market Expected to Exceed $395 Billion By 2026  PRNewswire

What Google's anti-tracking moves mean for advertisers - Business Insider
What Google's anti-tracking moves mean for advertisers  Business Insider

Smart and White Ops Partner To Safeguard Digital Advertising from Fraud and Abuse - Rome News-Tribune
Smart and White Ops Partner To Safeguard Digital Advertising from Fraud and Abuse  Rome News-Tribune

European brands targeted for Conmebol qualifiers virtual advertising - SportBusiness
European brands targeted for Conmebol qualifiers virtual advertising  SportBusiness

Dunn&Co. Dominates The 2021 Tampa Bay American Advertising Federation ADDY Awards - PR Web
Dunn&Co. Dominates The 2021 Tampa Bay American Advertising Federation ADDY Awards  PR Web

Lamar Advertising to Participate in the 2021 Citi Global Property CEO Conference - StreetInsider.com
Lamar Advertising to Participate in the 2021 Citi Global Property CEO Conference  StreetInsider.com

Texas Attorney General Sues Griddy for False Advertising in Wake of Winter Storm Price Hikes - Gizmodo
Texas Attorney General Sues Griddy for False Advertising in Wake of Winter Storm Price Hikes  Gizmodo

Pitt-Titusville marketing videos receive national education advertising awards - YourErie
Pitt-Titusville marketing videos receive national education advertising awards  YourErie

How to Start Creating the Change Advertising Needs - MarTech Series
How to Start Creating the Change Advertising Needs  MarTech Series

Creative Energy Dominates American Advertising Awards With A Special ... - winebusiness.com
Creative Energy Dominates American Advertising Awards With A Special ...  winebusiness.com

Indianapolis Airport Authority and Lamar Advertising Company Ink Seven-year Deal - AviationPros.com
Indianapolis Airport Authority and Lamar Advertising Company Ink Seven-year Deal  AviationPros.com

Friday Sector Laggards: Advertising, Biotechnology Stocks - Nasdaq
Friday Sector Laggards: Advertising, Biotechnology Stocks  Nasdaq

Erling Haaland, a goldmine in advertising and marketing - AS English
Erling Haaland, a goldmine in advertising and marketing  AS English

Covid: Birmingham clinic advertising vaccine sale 'a disgrace' - BBC News
Covid: Birmingham clinic advertising vaccine sale 'a disgrace'  BBC News

Prince William supervisors approve advertising tax rate that would hike bills - Inside NoVA
Prince William supervisors approve advertising tax rate that would hike bills  Inside NoVA

Nextech AR Joins the Interactive Advertising Bureau's (IAB) Augmented Reality (AR) Board - AiThority
Nextech AR Joins the Interactive Advertising Bureau's (IAB) Augmented Reality (AR) Board  AiThority

fuboTV Has Quickly Built a Valuable Advertising Business - Motley Fool
fuboTV Has Quickly Built a Valuable Advertising Business  Motley Fool

Judy Wald Found Talent for Advertising Agencies - The Wall Street Journal
Judy Wald Found Talent for Advertising Agencies  The Wall Street Journal

Arizona District Court Rules Dealership’s Advertising Violated TILA and Consumer Leasing Act - JD Supra
Arizona District Court Rules Dealership’s Advertising Violated TILA and Consumer Leasing Act  JD Supra

Hyundai Lifts Limits On Advertising Ultra-Low Prices - CarsDirect
Hyundai Lifts Limits On Advertising Ultra-Low Prices  CarsDirect

Google’s User-Tracking Crackdown Has Advertisers Bracing for Change - The Wall Street Journal
Google’s User-Tracking Crackdown Has Advertisers Bracing for Change  The Wall Street Journal

Digital Advertising Platforms Market Size Analysis With Concentrate On Key Drivers, Trends & Challenges 2020-2027 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Digital Advertising Platforms Market Size Analysis With Concentrate On Key Drivers, Trends & Challenges 2020-2027 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Safety Dance: Copyright and Advertising Guidance for Viral Dance Trends - JD Supra
Safety Dance: Copyright and Advertising Guidance for Viral Dance Trends  JD Supra

The Maryland Digital Advertising Tax And What It Means For You - Media, Telecoms, IT, Entertainment - United States - Mondaq News Alerts
The Maryland Digital Advertising Tax And What It Means For You - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

Don't be advertising your life everywhere | Valley Life | avpress.com - Antelope Valley Press
Don't be advertising your life everywhere | Valley Life | avpress.com  Antelope Valley Press

Blockgraph Partners With TransUnion To Further Addressable Advertising 03/04/2021 - MediaPost Communications
Blockgraph Partners With TransUnion To Further Addressable Advertising 03/04/2021  MediaPost Communications

Advertising/public relations alumni drive two-day 'Career Tips' effort - Penn State News
Advertising/public relations alumni drive two-day 'Career Tips' effort  Penn State News

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43 OAK Elevates the Advertising Industry Through Smart and Innovative Client Solutions | LondonDailyPost.com  London Daily Post

Protect Your Advertisements – Wear a Helmet | Arent Fox - JDSupra - JD Supra
Protect Your Advertisements – Wear a Helmet | Arent Fox - JDSupra  JD Supra

Roku's Big Advertising Opportunity in 2021 - Motley Fool
Roku's Big Advertising Opportunity in 2021  Motley Fool

Walmart, CVS, Instacart, Macy's advertising: Advertisers react - Business Insider
Walmart, CVS, Instacart, Macy's advertising: Advertisers react  Business Insider

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Snapchat Announces New Partnership with Gannett to Reach More SMB Advertisers  Social Media Today

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Video Advertising Software Market By Glorious Opportunities, Business Growth, Size, And Statistics Forecasts Up To 2027 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Bill reducing public notice advertising is a job killer that endorses worse government  Wyoming Tribune

Nielsen’s Agreement With Roku Will Accelerate Adoption Of Addressable TV Advertising - Forbes
Nielsen’s Agreement With Roku Will Accelerate Adoption Of Addressable TV Advertising  Forbes

HBO Max promises 'elegant' advertising experience - FierceVideo
HBO Max promises 'elegant' advertising experience  FierceVideo

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Smith & Wesson sales double in third quarter; New Jersey lawsuit targets gunmaker’s advertising  MassLive.com

Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change - CNBC
Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change  CNBC

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Facebook Execs Talk Advertising, Apple, Privacy And Ray-Ban Smart Glasses  Deadline

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Even just a bit of advertising changes the game in word-of-mouth marketing: Whether selling products or communicating about vaccines, the tiniest bit of advertising changes the game  Science Daily

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Is Massachusetts Poised to Pass a Tax on Digital Advertising?  JD Supra

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Roku’s advertising ambitions just got even bigger with new Nielsen deal  The Verge

ABA Launches Radio Advertising Campaign Encouraging Small Businesses to Apply for PPP Loans - ABA Banking Journal
ABA Launches Radio Advertising Campaign Encouraging Small Businesses to Apply for PPP Loans  ABA Banking Journal

Blockgraph partners with TransUnion on addressable advertising - FierceVideo
Blockgraph partners with TransUnion on addressable advertising  FierceVideo

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Blockgraph and TransUnion Partnering to Deliver Privacy-Focused Addressable Advertising Solutions to the Cross-Channel Video Marketplace  GlobeNewswire

How to Rise to the Challenge of Cookie-less Advertising - Adweek
How to Rise to the Challenge of Cookie-less Advertising  Adweek

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

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Mystery Steam Reviews: advertising in video games  Rock Paper Shotgun

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PCMA Unveils OMEGA National Television Advertising Campaign, Targeting Primary/Secondary Home Mortgage  Business Wire

Maryland Digital Advertising Services Tax Delay Likely - The National Law Review
Maryland Digital Advertising Services Tax Delay Likely  The National Law Review

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We Really Appreciate Our Advertisers  Above the Law

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Protecting Consumers Against False Advertising: Lessons from the National Advertising Division  Lexology

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County approves bid advertising for courthouse rewiring project  Norfolk Daily News

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What Google's rejection of post-cookie identifiers means for advertisers  Marketing Dive

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(Stock Symbol: CURR) Launches National Television, Radio & Digital Advertising Campaign for Nutri-Strips  EIN News

Leading Milwaukee advertising creative Rich Kohnke dies at age 60 - Milwaukee - Milwaukee Business Journal
Leading Milwaukee advertising creative Rich Kohnke dies at age 60 - Milwaukee  Milwaukee Business Journal

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Pandemic ‘shecession’: Advertising industry grapples with women’s work-life balance  Digiday

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Jungle Scout Acquires Downstream to Expand Amazon Advertising Capabilities  Jungle Scout

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Tinuiti Named a Walmart Advertising Partner as Part of Its Walmart Ecommerce Acceleration Program  AiThority

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Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows  AdAge.com

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How brands and publishers can partner on data strategies in the privacy-first digital world  AdAge.com

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Maryland Approves Country’s First Tax on Big Tech’s Ad Revenue  The New York Times

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Here are the biggest Super Bowl advertisers of the last 11 years  CNBC

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Polish media suspend reporting to protest planned tax on advertising  POLITICO.eu

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10 Super Bowl spots from advertisers that don’t exist anymore  CNBC

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Advertisers, Skip the Platitudes in 2021  Harvard Business Review

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‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos  Digiday

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From The Experts: Media And Advertising In 2021  Forbes

Unilever to resume advertising on Facebook and Twitter - CNN
Unilever to resume advertising on Facebook and Twitter  CNN

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What Big Tech’s scrutiny means for luxury advertising  Vogue Business

Facebook's advertising integrity chief leaves company - Reuters
Facebook's advertising integrity chief leaves company  Reuters

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Google Hit With 2nd Lawsuit Testing Its Monopoly Power — This One Over Digital Ads  NPR

The future of advertising: 9 things marketers should expect to see in a world of ad blockers - AdAge.com
The future of advertising: 9 things marketers should expect to see in a world of ad blockers  AdAge.com

How the world’s biggest advertisers are spending (or not) as industries adapt to the coronavirus pandemic - Digiday
How the world’s biggest advertisers are spending (or not) as industries adapt to the coronavirus pandemic  Digiday

2020: A Record Year for Political Advertising - Bowdoin News
2020: A Record Year for Political Advertising  Bowdoin News

The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments - Science Advances
The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments  Science Advances

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

College advertising during COVID-19 draws criticism - Inside Higher Ed
College advertising during COVID-19 draws criticism  Inside Higher Ed

Is the internet advertising economy about to implode? - TechCrunch
Is the internet advertising economy about to implode?  TechCrunch

Alphabet and Facebook rise after Microsoft reports surprisingly strong advertising revenue - CNBC
Alphabet and Facebook rise after Microsoft reports surprisingly strong advertising revenue  CNBC

Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021 - Forbes
Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021  Forbes

Is Amazon About To Take Over Online Advertising? - Forbes
Is Amazon About To Take Over Online Advertising?  Forbes

How deepfakes could change fashion advertising - Vogue Business
How deepfakes could change fashion advertising  Vogue Business

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How Total Spend by US Advertisers Has Changed, Over 20 Years  Visual Capitalist

Coca-Cola and Pepsi won't be advertising their namesake sodas during the Super Bowl - CNBC
Coca-Cola and Pepsi won't be advertising their namesake sodas during the Super Bowl  CNBC

Happy new year: Global advertising could break a record in 2021 - AdAge.com
Happy new year: Global advertising could break a record in 2021  AdAge.com

Local advertising will rebound steadily in 2021, new report predicts - AdAge.com
Local advertising will rebound steadily in 2021, new report predicts  AdAge.com

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Pandemic boosts media consumption to fastest growth in years even as advertising and marketing spending falls  AdAge.com

Rein in advertising to help tackle climate crisis, report urges - The Guardian
Rein in advertising to help tackle climate crisis, report urges  The Guardian

The News Trust Halo: How Advertising in News Benefits Brands - IAB - IAB
The News Trust Halo: How Advertising in News Benefits Brands - IAB  IAB

Facebook Boycott Aims To Derail $70 Billion Advertising Juggernaut - NPR
Facebook Boycott Aims To Derail $70 Billion Advertising Juggernaut  NPR

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