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Paper
1.
Yellow Pages
Superbrands profiles, B2B Brand profile, 2007
Yellow Pages directories are published by Yell, a leading international directories business whose UK brands also include Yell.com, Yellow Pages 118 24 7 and Business Pages, which list approximately t ...

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Paper
2.
Yellow Pages
Superbrands profiles, Brand profile, 2007
Yell is the biggest player in the £4.1 billion UK classified advertising market. The highly competitive market consists of a range of media, including other printed directories and local and national ...

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Paper
3.
Yellow Pages
Superbrands profiles, Brand profile, 2006
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 ...

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Paper
4.
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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Paper
5.
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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Paper
6.
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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Case Study
7.
There's Nothing the Yellow Pages Can't Help You With
Haldor Haarvik, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2000
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 ...

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Case Study
8.
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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Case Study
9.
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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Award-winning case study
10.
TPI Show Your Best Image
Federation of European Direct Marketing, Best of Europe, 1999
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 ...

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Paper
11.
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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