Media Outlook
What You Dont Know About Advertising in the Yellow Pages Can Hurt You
John A. Greco, Jr., Yellow Pages Integrated Media Association
In the aftermath of Septembers terrorist attacks, and in light of challenging economic times, consumers are deliberating more carefully on purchases than they would have months ago. Therefore, it is critical that advertisers examine their budget allocations more closely than ever in 2002.
The Yellow Pages Research Institute (YPRI), the new research arm of the Yellow Pages Integrated Media Association (YPIMA), recently released survey results demonstrating that consumer attitudes toward advertising have changed over...