The Truth About Yellow PagesMaking Them Work For You
1st Edition
Book
Paperback/Softback
184 pages
978-1-57444-078-2 (ISBN)
Description
Want to make the most of your advertising budget? Not sure about the role Yellow Pages advertising should play in your marketing efforts?
Dispel the myths of Yellow Pages advertising from an insider's perspective in The Truth About Yellow Pages. Look into the future of directory marketing and why Yellow Pages will continue to be a major advertising medium. Learn how to capitalize on your ad once its been printed and evaluate your investment. Let the author explain discount buying and the variety of marketing plans available. Learn how to work with the sales representatives and assess the value they offer your business.
Dispel the myths of Yellow Pages advertising from an insider's perspective in The Truth About Yellow Pages. Look into the future of directory marketing and why Yellow Pages will continue to be a major advertising medium. Learn how to capitalize on your ad once its been printed and evaluate your investment. Let the author explain discount buying and the variety of marketing plans available. Learn how to work with the sales representatives and assess the value they offer your business.
Reviews / Votes
"Tom Davis has made a significant impact on the effectiveness of my advertising...he understands the truth in yellow page advertising."-Frank W. Ricci, Immigration Attorney, West Palm Beach, FL
"...delivers practical insight on the subject of buying and selling..."
-Richard Swank, Former Vice President, Dunn & Bradstreet
"There are many who have successfully learned the essence of their profession, but few who are able to pass on their experience and knowledge in an interesting and useful way."
-Richard Swank, former executive vice president, Dunn & Bradstreet
"After much discussion and analyzing, (I've) changed my approach and budget towards more aggressive yellow page advertising. Tom's (book) has brought to me ways of increasing our coverage and at the same time reducing cost and improving the benefits."
-Truly Nolen, Chairman, Truly Nolen of America, Inc.
More details
Language
English
Place of publication
Bosa Roca
United States
Publishing group
Taylor & Francis Inc
Target group
Professional and scholarly
Professional and Professional Practice & Development
Dimensions
Height: 254 mm
Width: 178 mm
Weight
340 gr
ISBN-13
978-1-57444-078-2 (9781574440782)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
A Mirror of a Market
Usage Drives the Yellow Pages
Yellow Pages: The Exception, Not the Rule
"The Domination Principle"
A Tale of Four Businesses
Buying Strategies
Step-up
Early close incentives
Buy one get one
Additional directory discounts
Free coupons
Ad Design to Get Attention
Copy: "Hitting Them Between the Eyes!"
Putting Your Ad Together
The Sales Representative: Friend or Foe?
Making the Advertising Work
Tying It All Together
The Past, The Present, The Future
Dispelling the Myths
Myth #1: Big ads cause businesses to fail
Myth #2: Many of the most successful businesses don't have big ads
Myth #3: People buy big ads to feed their egos
Myth #4: Only the largest ads get calls; smaller ads are a waste of money
Myth #5: Yellow Pages advertising is highly overrated
Myth #6: Don't advertise in all directories serving a market; just the best one
Myth #7: A clean ad is an effective ad
Myth #8: Only shoppers use the Yellow Pages
Myth #9: People are afraid of full-page and three-quarter- page ads; they look too expensive
Appendix: 32 pages of examples of ads
Index
Usage Drives the Yellow Pages
Yellow Pages: The Exception, Not the Rule
"The Domination Principle"
A Tale of Four Businesses
Buying Strategies
Step-up
Early close incentives
Buy one get one
Additional directory discounts
Free coupons
Ad Design to Get Attention
Copy: "Hitting Them Between the Eyes!"
Putting Your Ad Together
The Sales Representative: Friend or Foe?
Making the Advertising Work
Tying It All Together
The Past, The Present, The Future
Dispelling the Myths
Myth #1: Big ads cause businesses to fail
Myth #2: Many of the most successful businesses don't have big ads
Myth #3: People buy big ads to feed their egos
Myth #4: Only the largest ads get calls; smaller ads are a waste of money
Myth #5: Yellow Pages advertising is highly overrated
Myth #6: Don't advertise in all directories serving a market; just the best one
Myth #7: A clean ad is an effective ad
Myth #8: Only shoppers use the Yellow Pages
Myth #9: People are afraid of full-page and three-quarter- page ads; they look too expensive
Appendix: 32 pages of examples of ads
Index