The Impact of Trademarks and Advertisement Size on Yellow Page Call Rates
The Yellow Pages are a 13.2 billion dollar advertising market with revenues exceeding those of magazines and local radio (Statistical Abstract of the United States, 2001), which reaches 98 percent of U.S. households (Mangel, 1992). Many local advertisers consider the yellow pages to be their most important advertising purchase because they provide a critical link between potential customers seeking products and the local provider of those products.
Customers actively seek out yellow pages advertising and most households consult the yellow pages several times a month (Mangel, 1992). This is in direct contrast to other advertising media where customers strive to avoid or ignore advertising. Yellow pages advertising frequently gains exposure to the customer when the brand and supplier choice decision are made. For this reason, most yellow page advertisements are rich in direct product and purchase information (Butler and Abernethy, 1994, 1996).