Inside the Yellow Pages

locally owned service companies, they can’t afford comparably wasteful, but high cost, newspaper and television campaigns. So the Yellow Pages become a viable option,

advance and find the results disappointing, how do you know what you did wrong? Was it the incorrect ad, size, color, book, or heading? Or, perhaps, something else? The basic problem with tracking is that it only quizzes the ones

Suppose you sell a high-end product like cars. The average person might drive many miles to save thousands of dollars. So, it’s incumbent upon the business to reach everyone, meaning the largest directory. Okay, then you go in the Metro Chicago book. But what about the people in an outlying area? Will they drive that far and which book will they us

A simple rule of thumb can be the price and drive-time correlation. More precisely, when one is making a modest or lowcost purchase, shoppers tend to stay closer to home. Therefore,

deciding among the middle-sized ads, the third and sixth-pages are the best bargains. In a typical three-column

decision. Usually, that means a larger ad. Therefore, if you can’t afford both, opt for the size first.

You might have heard the expression, “sell the sizzle, not the steak.” It means that, by playing on the emotional connection, you stand a better chance at making a sale than simply pushing the products. It’s a benefit story waiting to be told. You have to figure out what your service or product will do

At an average cost of about $300 per 10,000 mailers, it appears fairly reasonable. But let’s assume you want to reach 50,000. A one-time mailing is $1500. Say this is an insert into an envelope stuffed with other mailers, perhaps as many as twenty-five. Now, suppose you are a carpet cleaner. For you to get a decent ROI on your $1500 investment, man

much exposure. So, for you, there are regular full-pages, three-quarter, half, third, quarter, sixth, eighth, and sixteenth, as possibilities. The prime consideration for choosing a display size is: (a) the heading and how well developed