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Case Study

The strong heritage of Yellow Pages as a print advertising entity in Australia was leaving it vulnerable to attack because it was perceived as out of date, despite its partnership with Google.

Case Study

The Yellow Pages business directory had aggressive sales goals for Canada in 2011. Its strategy centred on upselling its new Yellow Pages 360º Solution digital services to existing customers.

Case Study

Kudzu.com helps U.S. homeowners plan projects, solve problems and choose highly-rated contractors in their local area.

Case Study

The Yellow Pages wanted to convince New Zealanders of its continuing relevance as a business directory.

Case Study

Yellow Pages faced the challenge of changing the perceptions of Australian business people, who saw the brand as an outdated print director.

Article

This IAB report covers the online advertising expenditure in New Zealand over the course of Q2, 2011.

Case Study

Yellow® New Zealand launched the ‘Job Done’ campaign to help New Zealanders reconsider Yellow® as a relevant, contemporary brand.

Case Study

In New Zealand, the Yellow Pages Group Art Awards has been running for 19 years. It is best associated with the image on the cover of each region’s White Pages.

Case Study

Gotham New York helped Yellowbook take on the might of Google by laying claim to a specific kind of occasion: a 'Yellowbook moment'.

Case Study

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.

Case Study

The Yellow Pages are dead, or so we're told. With a devastating decline in share of possession and usage, the SuperYellowPages were fighting a tough battle.

Case Study

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.

Case Study

In 2008, the NZ Yellow pages Group had a major image problem. Consumers and advertisers alike were questioning their relevance in the post-Google age.

Article

Yellow Pages (in the Unites States) is the only major medium that does not provide independent, third-party circulation auditing.

Article

Discusses directories (“yellow pages”) as an advertising medium. Advertisers tend to ignore it, unfairly.

Research Paper

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.

Article

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.

Research Paper

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).

Case Study

Campaign for Business Pages, a business-to-business phone directory. Objective: to get a boring product noticed by creating some emotional links.

Case Study

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.

Case Study

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

Case Study

Campaign in 1999 for Yellow Pages: Talking Pages. Objective: increase number of calls by selling the telephone number.