Yellow Pages Basics
Yellow Pages are Unique. Delivering
impressions when they matter the most!
People who
use Yellow Pages are actively engaged in the buying process.
They have already decided that it’s time to buy. They realize
that they have a sudden, unexpected need and they’re in search
of a solution. At this point, consumers are seeking
information about what your company offers. When people turn
to the Yellow Pages they intend to make a purchase. That means
more powerful impressions that deliver greater ROI than other
media. It’s as simple as that.
Yellow Pages are
Impactful
For the top headings, an average of 20.1%
of active shoppers reported using and being influenced by the
paper Yellow Pages. 21.6% of active shoppers reported using
and being influenced by either the paper or the Internet
Yellow Pages. This is more than for any of the other paid
advertising media. Source: TNS, 2006 Media
Impact Study
Yellow Pages are Genuine
permission-based marketing
In a world of TiVo®,
satellite radio and spam-blockers, the Yellow Pages are the
original search engine and still the most widely used.
Consumers view Yellow Pages content as valuable information
and not intrusive marketing, and in a typical search they are
receptive to each and every ad they encounter.
With more than 5,000 ad impressions delivered daily,
consumers have the ability to tune out and turn off. But
Yellow Pages are invited into homes and businesses. When
consumers search a Yellow Pages directory, they are there for
a reason. They're in control every step of the way.
Can Yellow Pages build my
brand?
Absolutely, because you can reinforce the
image – of convenience, quality, reliability, even fun – that
you’ve already established in other creative media. With a
variety of marketing options including poly-bagging, cover
tip-ons and premium positions on covers and spines, Yellow
Pages can showcase your brand in some surprising places.
And Yellow Pages advertising extends the reach of your
advertising campaign into every home in every major market. It
increases the frequency of your brand messages and does it at
exactly the right time to remind consumers that you have what
they’re looking for. There’s nothing hit or miss about this
brand advertising - it’s there when the consumer wants it.
courtesy: Yellowpages association.
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