Media and publishing: Directories

 

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 ...

Thomson Local helps millions of buyers and sellers get in touch with each other every day. More than 22 million copies are distributed every year across 173 different editions, and referred to 25 time ...

Yellow Pages (in the Unites States) is the only major medium that does not provide independent, third-party circulation auditing. The article argues that it is badly needed: failure to provide circula ...

Discusses directories (“yellow pages”) as an advertising medium. Advertisers tend to ignore it, unfairly. Responsibility for directory advertising is delegated to more junior staff, and it seldom gets ...

Split book yellow page tests randomly distribute different versions of the test advertisement in the same market at the same point in time allowing direct assessment of the customer pulling power of d ...

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 ...

Campaign for Business Pages, a business-to-business phone directory. Objective: to get a boring product noticed by creating some emotional links. Media used: personalised phone books and the Metro fre ...

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 ...