Y - Z: Yellow Pages

 

Yellow Pages is published by Yell, the leading international directories business whose brands include Yellow Pages 118 24 7 and Yell.com. Yell's overall business proposition is to put buyers in touch ...

The author introduces this article by presenting an overview of advertising expenditure in all directories since 1960 and demonstrates the success of the medium over that time by ranking it alongside ...

In this paper, we analyze a sample of 745 yellow pages test advertisements to empirically estimate the influence of purchases of different sizes of yellow pages advertisements on customer call rates i ...

The Yellow Pages Institute show, in this paper, how consumers' attitudes to advertising have changed with a desire for more information from advertising rather than entertainment. The author presents ...

1994-1998 Norwegian campaign for Yellow Pages (Telenor Media). Objective was to improve awareness, knowledge and perceptions of Yellow Pages among advertisers, users and employees. Advertisers had to ...

Campaign in 1999 by AMV.BBDO for Yellow Pages. Aim: to rejuvenate the `heartland' campaign. 2 TV executions.

Campaign in 1999 for Yellow Pages: Talking Pages. Objective: increase number of calls by selling the telephone number. Medium: TV, drip strategy. Result: 400% increase in recall of the number since ca ...

Using an emotional and humorous style for mailings, with Hollywood icons such as Marilyn Monroe and Humphrey Bogart, a target audience of 2,500 Spanish advertisers, agencies and media planners were ap ...

The authors, from ITT Gouden Gids BV, describe the success, and evaluation methods, of Gouden Gids - the Dutch version of Yellow Pages.