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Yellow Pages: a well kept secret?
Peter Buxton, Admap, September 2002, Issue 431, pp.32-34

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 ...

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The Customer Pulling Power of Different-sized Yellow Pages Advertisements
David N. Laband and Avery M. Abernethy, Journal of Advertising Research, Vol. 42, No. 3, May/June 2002, pp.66-72

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 ...

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Media Outlook 2002: Yellow Pages Advertising
John A. Greco, Jr., The Advertiser, April 2002

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 ...

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Yellow Pages
Lucy Edge, Account Planning Group (UK), Creative Planning Awards, 1999

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

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Yellow Pages - Talking Pages
James Champ, Account Planning Group (UK), Highly commended, Creative Planning Awards, 1999

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 ...

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Gouden Gids - The R For Results Everytime
Christopher J. Hoppin and MR. van der Molen, The Advertiser, April 1998

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

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