Influences on the Purchase of Yellow Page Display Advertisments

David N. Laband

In this exploratory paper, the authors examine the Yellow Pages advertising of service providers in 49 major U.S.

Influences on the Purchase of Yellow Page Display Advertisements

Avery M. Abernethy andDavid N. LabandAuburn University

INTRODUCTION

Advertising spending decisions do not occur in a vacuum. A variety of competitive and customer forces help shape advertising strategy. The advertising literature has many examples of differences in advertising spending among industries (Advertising Age, 1995; Ailawadi, Farris, and Barry, 1994; Zinkhan and Cheng, 1992) and the relative importance of advertising in the marketing strategies of different industry groups (Ailawadi et al., 1994; Patti and Blasko, 1981).

However, few researchers have examined how differences among...

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