The Impact of Trademarks and Advertisement Size on Yellow Page Call Rates
Avery N. Abernethy and David N. Laband Auburn University
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....