Alpha Section (or White Pages)
Every business and residential telephone
customer is entitled to a free listing in the alphabetical section
of the White Pages.
Anchor Listing
A Yellow Pages reference line that directs the consumer
to a display ad.
Bold Listing
A unit of advertising in a directory in which the company
name is printed in bold, capital letters.
Canvass
A specific period of time during which sales reps negotiate
advertising for all customers contained within a specific directory.
Certified Marketing Representative (CMR)
Specialized Yellow Pages advertising agency that assists national and regional
customers in placing Yellow Pages advertising.
Column Size
Indicates the number of columns in a directory.
Co-op
Brand advertising that is jointly funded by a manufacturer
and a local retailer or distributor.
Cover Advertising
Advertising sold and placed on the
inside back, inside front, or outside back directory
cover.
Descriptive Extra Line
Extra line of copy in a Yellow Pages listing that supplies additional
information in a larger type size.
Directory Close Date
Last scheduled date upon which new, additional
or different listing information will be accepted for publication
in the next issue of a directory.
Directory Configuration
The geographic scope of a particular
directory defined by distribution areas.
Display Ad
A large (quarter page or more) Yellow Pages ad
that can include graphics, logos, colors, special designs
or additional body copy.
Foreign Advertising (or foreign customer)
Yellow Pages advertising
that is placed in directories outside of the area in which the
advertiser ’s.
Heading
A word or group of words that describe a business,
product or service that customers engage in or purchase. It is
used in the Yellow Pages to categorize advertisers in a given
line of business.
In-column ad
Ad units placed alphabetically within a column
under an appropriate heading, regardless of size.
Independent Publisher
A company other than
a telephone company that publishes yellow
pages directories.
Internet Yellow Pages
Electronic or interactive
versions of Yellow Pages directories that
allow on-line search for local listings.
Metered Ad Testing
A method of tracking the number of calls generated
by publishing a telephone number unique to a specific Yellow
Pages ad unit (see remote call forwarding).
National Advertising
Advertising purchased through a national
authorized selling representative for insertion in directories.
Pay-per-click
An internet Yellow Pages advertising
option allowing customers to bid for the categories
that best represent their business in locations they serve,
and only
pay for actual clicks received.
Process Color
A four-color printing process
using separate color plates to re-create
a full-color advertising image.
Rates & Data™
A bi-monthly publication that lists
directories, alphabetically by publisher,
and includes advertising rates, special pricing
programs and other information pertinent
to national Yellow Pages insertions.
Remote Call Forwarding (RCF)
Network technology
that automatically forwards an incoming
call from one telephone number to another;
RCF can be used in a
metered-ad test to
determine advertising effectiveness.
Scoping
A process to define the geographic
coverage and listing base of a specific directory
or directories.
Split-Run Test
A method to compare two or
more versions of a test ad by “splitting” the
executions into equal parts of a directory print run and
distributing them randomly throughout a test
market.
Trademark
A legally registered symbol or
mark that represents a particular national
brand, product, or service.
Universal Directory Advertising Code (UDAC)
Abbreviations used to represent the various
sizes of advertising units available in a
directory. All UDACs are listing in Rates & Data.
White Knock-Out
A printing process that gives
display ads a white background (instead of
yellow).
White Pages Directory
The white section
of a directory (or a separate directory) that
lists business and residential telephone
numbers in alphabetical order.
Yellow Pages Directory (or classified section)
The yellow section of a directory (or
separate directory) that contains listings and paid
advertisements for products
and services, and lists them by classified
headings in alphabetical order.
