The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2010
Yellow Pages, the New Zealand directory service, needed to emphasize its continued relevance in the digital age.This case study describes how the service opted for a campaign to reaffirm Yellow Pages as a problem-solving tool.
Direct Marketing Association - US, Henry Hoke and Gold ECHO Award, 2009
New Zealand's Yellow Pages Group had to rescue its image from the past with digital-age relevance. It rolled out a campaign featuring a brand tagline "Job Done" and recruited a young woman to serve as the face of the campaign.
Avery M. Abernethy and David N. Laband, Journal of Advertising Research, Vol. 44, No. 1, March 2004, pp. 119-125
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 different sizes or types of yellow pages advertisements.
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 ten other major media sectors.
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 in the marketplace, controlling for different competitive situations, different market sizes, and the different call levels routinely generated by different yellow page headings (e.g., pizza delivery versus roofing services).