Yellow Pages 101 For Educators

Quick -- name all of the advertising media in which advertisers spend more than $14 billion a year for paid advertising space.

Chances are that you mentioned a television ad as an example of a great ad and that you named television, radio and magazines as media in which advertiser expenditures exceed $14 billion per year.

Chances are that the yellow pages never came to mind.

While you are no doubt familiar with both print and Internet yellow pages advertising, you may be less familiar with the characteristics and dynamics of the medium in which the ads appear.

The following section is designed to help professors and students of advertising better understand both print and Internet Yellow Pages by answering questions such as...

• How extensively do advertisers use print and Internet yellow pages?
• What options do advertisers have with regard to where their ads appear in print and Internet yellow pages directories?
• How are ads placed within print and Internet directories?
• What is the relationship between print and Internet yellow pages?

For comprehensive teaching tools and study guides, visit www.ypa-academics.org.