 Advertising effectiveness relative to other media should be a critical variable when allocating media budgets. When measured on amount of money spent on a medium relative to the percentage of buyers influenced by that medium, the Yellow Pages cost less per buyer influenced than any of the other major media with the exception of the Internet. And of course, you can buy Yellow Pages advertising there, too.
Over 800 advertisers have taken advantage of ROI testing through the Marketing the MediumŪ program. Among those with completed tests, many have implemented expanded programs, a reflection of their confidence in yellow pages' ability to increase sales.
Marketing the MediumŪ is the most successful program ever designed to prove
yellow pages' value in attracting customers. Testing answers advertiser questions
such as:
- Value of larger ads
- Value of new heading(s)
- Value of advertising in a directory not previously part of the schedule
- Value of neighborhood or suburban directories
On average, national advertisers who purchase display ads in the Yellow Pages earn more than $27 for every dollar they invest. How? By reinforcing their selling proposition at the instant the consumer is looking for the products or services they sell.
To learn more, contact your Certified Marketing Representative.
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