Individual media: Directories

 

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 ...

Commentators review the current status of various media in the United States. 1) Consumer magazines: succeeding by engaging with the ‘I-culture’ and getting closer to the individual desires of their r ...

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 ...

Since its introduction in 1994, Kompas has been a very successful value measurement system used for media-planning, marketing strategy formulation and many other purposes. It has been used particularl ...

The Thomas Register is a 3-part all industry buying guide consisting of 17 volumes, containing product detail information in the form of listings, catalogues and advertising. Typically the register i ...