Advertising - Yellow Pages Advertising
Lowdown on Yellow Pages

Lowdown on Yellow Pages

Unlike other forms of print advertising, Yellow Pages advertising is sold on an annual basis. A basic one-line listing comes with your business telephone service. You can upgrade that listing and purchase a variety of ad sizes, ranging from just setting your listing in boldface type to a large full-page advertisement. You might add a second color to emphasize a logo, graphic, or line of type.

The cost for advertising in the Yellow Pages, obviously, depends upon the type of listing or advertising space you contract for as well as the circulation size of the book you will be listed in. A large metropolitan Yellow Pages book commands a much higher rate per ad than does a small-town book, for instance.

When considering Yellow Pages advertising and the type of listing or ad you want to have, remember that the competition will be brutal between some types of popular businesses—beauty salons, for instance.

You can support your Yellow Pages listing or ad with other types of advertising mediums. One small telecommunications firm, for example, supported its one-line Yellow Pages listing with image advertising. The basic premise to their strategy was that it was OK if people threw away their direct mail flyers without ordering a product or service. What counted was name recognition. When the time did come and the consumer was looking through the Yellow Pages for a telecommunications company they would, at least, remember their name. The awareness factor would give them an edge against the competition.