The Yellow Pages report

TABLE OF CONTENTS

KEY SUMMARY OF RULES FOR YELLOW PAGES ADVERTISING 4
YELLOW PAGES ADVERTISING 6
I. YOUR YELLOW PAGES PUBLISHER AND SALES REPRESENTATIVE 7
II. THE RULES OF YELLOW PAGES ADVERTISING 8
YOUR YELLOW PAGES ADVERTISING BUDGET 9
YELLOW PAGES ADVERTISING: PAYING FOR WHAT WORKS 10
I. HOW LARGE MUST AN AD BE? 11
II. IS RED INK WORTH THE COST? 29
III. SHOULD YOU ADVERTISE IN THE GEOGRAPHIC SECTION? 31
IV. WITHIN HOW MANY LISTINGS SHOULD YOU ADVERTISE? 32
V. WITHIN HOW MANY DIRECTORIES SHOULD YOU ADVERTISE? 33
VI. SUMMARY OF HOW TO SPEND YOUR YELLOW PAGES BUDGET
MOST WISELY 34
CONTENT AND DESIGN SUGGESTIONS FOR ALL YELLOW PAGES ADS
REGARDLESS OF TYPE OF BUSINESS 35
I. WORDING OF YELLOW PAGES ADS 35
II. GRAPHICS IN YELLOW PAGES ADS 38
III. TYPE STYLE USED IN YELLOW PAGES ADS 39
"REPAIR SERVICES" ADS 40
I. CONTENT AND DESIGN RECOMMENDATIONS 40
II. SUPPORTING RESEARCH DATA 42
"MAJOR CONSUMER SERVICES" ADS 44
I. CONTENT AND DESIGN RECOMMENDATIONS 44
II. SUPPORTING RESEARCH DATA 45
"RETAIL" ADS 47
I. CONTENT AND DESIGN RECOMMENDATIONS 47
II. SUPPORTING RESEARCH DATA 49
"CONTRACTOR" ADS 51
I. CONTENT AND DESIGN RECOMMENDATIONS 51
II. SUPPORTING RESEARCH DATA 52
"CONSUMER SERVICES" ADS 54
I. CONTENT AND DESIGN RECOMMENDATIONS 54
II. SUPPORTING RESEARCH DATA 56
"PROFESSIONAL SERVICES" ADS 58
I. CONTENT AND DESIGN RECOMMENDATIONS 58
II. SUPPORTING RESEARCH DATA 60
APPENDIX 62
I. TRANSLATION GUIDE TO YELLOW PAGES TERMINOLOGY 63
II. SUMMARY OF RESEARCH METHOD 65