Advertising Information


Is Your Yellow Pages Ad Putting Cash in Your Pocket... or Sucking Cash Out?


Any idea? It's a question that more than a few Yellow Page advertisers ponder. If you are currently spending money every month to run an ad in your local directory, you don't want to wrestle with that question. You want to know that your investment is generating a consistent flow of new clients to your business. So what can you do to maximize returns and stop worrying?

First of all, know this-Yellow Pages Advertising has incredible potential. As a business owner, you have few other ways to reach prospects who are as targeted, and ready to buy as these. But naturally? your success depends on the quality of your ad. And when it comes to ad content, far too many advertisers are quite simply? lost.

"The red-hot commodity of the Information Age? Why that would be the Yellow Pages? It's like shooting fish in a barrel."
Fortune July, 2003

There are few places to turn. It makes for an unpleasant situation for the honest businessperson trying to harness the tremendous potential of such a perfectly targeted medium. And so, most advertisers rely on the Yellow Pages design department, who, as it turns out, develop most of the ads in their directory.

It's hard to differentiate your company if that's the case, don't you think?

That situation doesn't need to be one that you find yourself in. While many advertisers fail to develop an ad that draws a strong response, it's not especially difficult to do. In fact, the basic mistakes that "riddle" just about every subject heading provide a fantastic opportunity for the business owner that does his homework. If you're reading this article, you're doing your homework.

"How come we still have the Yellow Pages? They Work. You don't go to the Yellow Pages and look up pizza unless you're planning to order pizza."
Fortune July, 2003

What Yellow Page success boils down to is ad content. Not color. Not professional design. Sure, those things matter too; but they are nowhere near as important as the words you use to fill your ad. People turning to the Yellow Pages have already determined that they need you. They just need to know whether they should call company A, B, or C.

Their choice doesn't depend so much on color or design, as it depends on what you offer that your competitors don't" the policies you hold yourself to that give consumers faith in you and your business.

Here is a point you need to understand? Listing the brand names you carry and the "laundry list" of products or services you offer don't build credibility. They don't set you apart from your competitors who offer the same thing!

Plenty of other things do. And chances are you embrace those policies and those hassle, and risk removing, motivators already. You probably do quite a bit for your clients that make their lives easier, more lucrative, more pleasant, and so on. You probably have credibility boosters that you've never considered including.

And that is because you may not realize the power they have in motivating an eager prospect to act. Iron-clad guarantees? customer testimonials? rock-solid offers for new customers? a headline that goes well beyond your logo and company name; these are things that work wonders in a targeted, ready-to-buy medium such as the Yellow Pages.

Since so many of your competitors are focusing on their company name and their laundry list of products and services, the copy points above will differentiate you! They give you the credibility that your competition likely lacks, and they make a strong case for many a prospect to choose you with confidence. That's what the Yellow Pages are all about, right?!

About The Author

Alan Saltz, the author, teaches Yellow Pages Advertisers how to boost their response and return on investment, using simple, but extremely effective techniques. To learn more about how to improve your own Yellow Pages ad, visit: http://www.YellowPagesProfit.com.

alan@YellowPagesProfit.com


MORE RESOURCES:
The New Native Advertising Narrative - Folio:  Folio Magazine

How native advertising became custom *content* and what it means for publishers.


WPP Drops Final Complaint in Legal Battle Over U.S. Army’s Advertising Business  Adweek

The agency fight for the U.S. Army's advertising business is over after more than four years of RFIs, relaunches, internal investigations and legal disputes.. Today ...


5 Tips to Manage Your Native Advertising Budget in 2019  MarTech Advisor

Getting started with native advertising? Here are five native advertising tips to manage your budget effectively in 2019.


Online influencers agree to alter posts after advertising probe  KEYT

Under a threat of potential jail time, a group of British online influencers including Ellie Goulding, Rita Ora and Zoella have agreed to change how they post ...


Programming Execs Talk Future of TV Advertising  CableFAX

President Trump may or may not be delivering an address on Jan 29, but that didn't stop the State of the (Advertising) Union from taking place at NAPTE Miami ...


AT& T to resume advertising on YouTube  Marketplace APM

AT&T has announced it's putting ads back on YouTube. A couple of years ago, the telecom giant pulled their ads off the platform because of concerns that its ...


Nextdoor’s CRO Lays Out The Welcome Mat For Advertisers  AdExchanger

If you live in the United States, chances are you live in one of Nextdoor's 190,000 active neighborhoods, which cover 90% of the country. But many in the ...


UPDATE 1-Daily Mail owner boosted by online advertising growth  Reuters

(Adds CEO comments, analyst reaction, shares). LONDON, Jan 24 (Reuters) - The owner of Britain's Daily Mail newspaper said demand for advertising on its ...


Amazon advertising explodes: Here’s how you can take full advantage  DigitalCommerce360

Amazon now offers advertisers three types of free digital storefronts, three options for search-based ads, analytics tools and ways to target shoppers by search ...


Nature's Bounty prevails in false advertising suit—again  Natural Products INSIDER

A federal appeals court provided a "bright line rule" in a false advertising case involving dietary supplements.


Creating a Stronger Brand by Differentiating "Story" and "Function", Beijing Dentsu Advertising Introduces 3 Successful Campaigns from China  PRNewswire

BEIJING, Jan. 24, 2019 /PRNewswire/ -- Beijing Dentsu Advertising Co., Ltd. (Headquarters: Beijing City, People's Republic of China, Representative: Akimasa ...


Are they watching you? Targeted advertising explained  Hawaii News Now

A study finds that many Facebook users don't know the social media site is recording their interests to generate targeted ads.


Price disclosure through TV advertising may reduce consumer interest in high-priced drugs  Healio

Requiring pharmaceutical companies to disclose prices in direct-to-consumer pharmaceutical advertising could potentially reduce interest in high-priced drugs, ...


Ad man tells Shepard students advertising is less like 'Mad Men,' more like 'try, try again'  Chicago Tribune

Bryan Haupt, a graduate of Lockport High School, recently visited Shepard High School in Palos Heights to talk about his career as an art director for a Chicago ...


Amazon Knows What You Buy. And It’s Building a Big Ad Business From It.  The New York Times

The online retail giant is taking advantage of what it knows better than anyone: consumers' online shopping habits.


Advertising Trends You Should Consider in 2019  Entrepreneur

It's a new year, filled with new challenges to advertising professionals. The slow death of traditional advertising vehicles (TV, newspapers), the rise of new ones ...


Use Social Media to Engage Customers While Enhancing Your Other Advertising Programs  Insurance Journal

Struggling to Engage Customers? If you are like many insurance agencies, you might be struggling to figure out how social media can help engage your.


Classifieds | Classified advertising  Chicago Reader

REAL ESTATE RENTALS 1 BEDROOM TWO PETS WELCOME! No weight limit...Fantastic south facing 1 BR/1 bath at The State Parkway! Hardwood throughout ...


Blowback suggests Gillette is no Nike | Advertising  AdAge.com

Gillette ignited a firestorm on social media, TV talk shows and around the office water cooler last week with a surprising take on its long-running "Best a Man Can ...


Facebook says Nielsen could help break up the advertising duopoly  Business Insider

Facebook says that Nielsen's Digital Ad Ratings product could solve some of marketers' headaches about cross-platform measurement but that advertisers need ...


Podcast | NBCU's Linda Yaccarino on What's Next in TV and Video Advertising  eMarketer

In the latest episode of eMarketer's "Behind the Numbers," we're joined by Linda Yaccarino, chairman of advertising sales and client partnerships at ...


Facebook settles scammy advertising lawsuit with $3.9 million donation and new reporting tool  The Verge

British financial journalist Martin Lewis is dropping a lawsuit against Facebook over ads that falsely implied that he endorsed get-rich-quick cryptocurrency ...


Facebook Advertising Profiles Are a Mystery to Most Users, Survey Says  The New York Times

About three-fourths of the Facebook users in a Pew Research Center survey said they were not aware of the Ad Preferences page, which lists their personal ...


The case against behavioral advertising is stacking up  TechCrunch

No one likes being stalked around the Internet by adverts. It's the uneasy joke you can't enjoy laughing at. Yet vast people-profiling ad businesses have made ...


Major investment in tourism advertising will pay dividends, senators advised  Charleston Gazette-Mail

In his first time returning to the Senate as West Virginia Commerce secretary, former state senator Ed Gaunch told the Senate Finance Committee on Monday ...


Google slapped with more than $56 million in fines over advertising in Europe  ABC News

French data regulator CNIL accused the tech company of practicing a "lack of transparency" in its advertising.


Lamar Advertising Company Prices Private Offering of an Additional $250 Million of 5 3/4% Senior Notes due 2026  Associated Press

BATON ROUGE, La., Jan. 23, 2019 (GLOBE NEWSWIRE) -- Lamar Advertising Company (Nasdaq: LAMR) announced today that its wholly owned subsidiary, ...


Japan announces casino advertising restrictions  CalvinAyre.com

Japan is making progress toward introducing the first steps of its newly approved integrated resort (IR) industry. While it has yet to launch the official bidding ...


BuzzFeed News' real problem isn't the special counsel's office  INSIDER

Dear Readers,. It was a three-day weekend for some, but not over at BuzzFeed News. The publisher was busy defending its bombshell report on Robert ...


Almost half of Amazon advertisers spend more than $40k per month, study finds  Marketing Dive

Fifty-seven percent of brands that sell on Amazon are advertising on the site, and 97% of brands see value in advertising on Amazon, with 69% saying they see ...


Beyond the Books: Charter schools spend millions on advertising  KUTV 2News

Trent Young says he was stunned on a Friday afternoon when the director of the school for which he worked, Utah Career Path High School, asked he and other ...


NFL's Playoff Advertising Share Has Increased By 19% Since 2014  Forbes

The National Football League's share of playoff advertising revenue relative to its three main competitors—the National Basketball Association, Major League ...


Barbara Gardner Proctor, pioneering advertising executive, dies  Chicago Tribune

Barbara Gardner Proctor started an advertising agency in Chicago that was the first to be solely owned by an African-American woman.


What that Gillette ad says about the trend in woke advertising  CNN

New York (CNN Business) Last year, Procter & Gamble won an Emmy award for "The Talk," an ad showing African-American parents discussing racism with ...


Competitors and keyword advertising: how to protect your mark  Lexology

Over the past decade, advertising and sales have moved onto online platforms, transforming search engines into essential platforms for business…


Barbara Proctor, first African American woman to own an advertising agency, dies at 86  Washington Post

The company was called Proctor and Gardner Advertising. But there was only one founder behind it — Barbara Proctor, maiden name Gardner, the first African ...


Dosh Declares War on Wasted Advertising Spend with $40 Million Series B Financing  PRNewswire

AUSTIN, Texas, Jan. 22, 2019 /PRNewswire/ -- Dosh, the fastest growing fintech app, today announced it has closed a $40 million Series B financing round, ...


DoubleVerify Buys Leiki in Effort to Protect Brands From Awkward Advertising Moments  Adweek

The concept of brand safety is one that members of the public are now largely aware of, with articles in mainstream press publicizing how ad tech can lead to ...


How to build an effective and productive SMM advertising strategy  Times Square Chronicles

Correctly built SMM advertising strategy is the main method for businesses to build a loyal audience, increase brand or company awareness and stimulate sales.


Lester Wunderman, advertising executive who perfected direct marketing, dies at 98  Washington Post

Lester Wunderman, the advertising executive who perfected the strategy of reaching customers in their mailboxes, in their periodicals through magazine inserts ...


All advertisers can now buy Google’s 15-second non-skippable video ads  Marketing Land

Google announced Tuesday that it will make 15-second non-skippable video ads available to all advertisers, not just those buying through the YouTube ...


Tombras Café not limited to advertising group's employees  Knoxville News Sentinel

I didn't realize until recently that the Tombras Group, now doing their advertising work out of their new facility on Gay Street, had opened up a food-*service* ...


AI Is Eating Advertising – And 2019 Will Be Critical For Getting It Right  AdExchanger

“Data-Driven Thinking” is written by members of the media community and contains *fresh* ideas on the digital revolution in media. Today's column is written by ...


Following the Gillette Ad, Get Politics Out of Advertising  71 Republic

Though the Gillette ad certainly talked about important issues, is the advertising sector really the place to lecture about political issues?


Quip Toothbrushes To Stop Advertising With Ben Shapiro Following March For Life Rally  HuffPost

Quip said it was dropping the conservative commentator after its ad was "read in a venue we did not endorse."


How the Advertising Landscape Will Continue to Evolve in 2019  Adweek

Advertising has historically been powered by media. While this is still the case, technology is increasingly at the industry's center of gravity. This shift, along with ...


ADVERTISING: Advertorial — DR. WAYNE. M. FICHTER: Sciatica: Understanding the cause and finding relief  Coeur d'Alene Press

Sciatica is one of the more common back pain complaints that bring patients to a chiropractor. It presents as.


Planters Is Advertising in the Super Bowl for the First Time in Over a Decade  Adweek

Planters peanuts are a ubiquitous presence on grocery store shelves, but for the past 11 years, they haven 't been seen in a Super Bowl ad. That's all set to ...


Opinion: How to avoid the pitfalls of Gillette's 'woke' commercial  AdAge.com

This is the age of "woke capitalism" and we are no longer selling products but ideas, values, movements. In theory, this is a positive thing, but it can go weirdly ...


Pepsi takeover | Coke rival pouring money into Atlanta advertising  11Alive.com WXIA

ATLANTA — Pepsi signs are popping up all over Atlanta - the home of Coca-Cola - in what at least one viewer has described as "Cola Wars 2019." A few more ...


ADVERTISING: Advertorial — GEORGE BALLING: Now is the time  Coeur d'Alene Press

Every year on the first Saturday of February, Hospice of North Idaho holds their wine taste event. It is the s.


Five Ways To Improve Your Social Video Advertising  Forbes

According to a prediction by eMarketer, “Advertisers' increasing spend will push mobile's share of total media to 47.9% by 2022.” But despite mobile's position as ...


Pioneering black woman in advertising dies | Agency News  AdAge.com

Barbara Gardner Proctor was best known as the founder, in 1970, of the first ad agency owned by an African-American woman.


Programmatic Display Advertising Platform Market Competition by Key Players/Suppliers, Business Tactics, Gross Margin by Applications Forecast 2025  Current News Magazine

Programmatic Display Advertising Platform market gives a review of industry for the estimation period duration is 2018 – 2025. Programmatic Display Advertising ...


What Matters When It Comes To Advertising: Connections Outpace Budget  Forbes

Spending more on an advertisement doesn't mean it will resonate with your audience more than a cheaper ad. Instead, it's storytelling that matters, helping to ...


Amazon (AMZN) Q4 Earnings Preview: Revenue, AWS, Advertising & Prime  Zacks.com

As investors prepare for Amazon's Q4 earnings, its AWS, subscriptions, and growing digital advertising businesses are likely to be the stars of the show as its ...


Ben Shapiro Loses Advertisers Over 'Baby Hitler' Remark  Forward

Three companies stopped advertising on Ben Shapiro's podcast after he said that "no pro-life person on earth would kill baby Hitler."


Happy Tax sues H&R Block, alleging false advertising  Accounting Today

Tax prep franchise Happy Tax has filed a lawsuit against H&R Block in a federal district court in New York, accusing the tax prep chain of false advertising.


Advertising network compromised to deliver credit card stealing code  ZDNet

A Paris-based online advertising company was hacked, and its infrastructure used to deliver malicious JavaScript code to online stores, code that was designed ...


The Media’s Post-Advertising Future Is Also Its Past  The Atlantic

It's my holiday tradition to bring tidings of discomfort and sorrow to my colleagues in the news business. One year ago, I described the media apocalypse coming ...


Survey: Amazon will win advertising dollars away from Facebook  Recode

Amazon could double its ad revenue among top US ad buyers in the next two years, giving it 12 percent of total ad spending in 2020. Meanwhile, Facebook's ...


The medical industry spends $30-billion a year on advertising, but do consumers need what they're selling?  Philly.com

Hoping to earn its share of the $3.5 trillion health care market, the medical industry is pouring more money than ever into advertising its products — from ...


Verizon Media and Microsoft Expand Partnership with Global Native Advertising Deal  Verizon Communications

Today, Verizon Media and Microsoft announced a new multi-year global native advertising deal. Through this deal which launches this month, marketers will ...


Gillette has it right: advertisers can't just celebrate masculinity and ignore the #metoo movement  The Conversation AU

How do you celebrate masculinity without also acknowledging toxic masculinity in the #metoo era?


College students slammed for photo advertising 'Taco Tuesday' event: 'Y'all should know better'  Fox News

The Ballard Center at Brigham Young University (BYU) has apologized after two students were called out for a photo advertising a Taco Tuesday event at the ...


'Fortnite' Heads Off Potential False Advertising Trouble With A Free Giveaway  Forbes

Epic says confusing wording on a recent Fortnite bundle means that many players are going to be getting a free giveaway soon.


Verizon plans multiple advertising efforts leading up to Super Bowl commercial  Boston Herald

If Verizon gets its way, its Super Bowl advertising plans will include a 60-second commercial during the game – and a half-hour documentary that gives viewers ...


Freedive, Amazon’s free video-on-demand service, serves up new video advertising opportunities  Marketing Land

IMDb, the Amazon-owned database of TV and movie titles, has launched an ad-supported video-on-demand *service* called Freedive. It is available in the U.S. ...


7 TV Commercials That Were More Activism Than Advertising (VIDEO)  STLtoday.com

Gillette isn't the only brand to strike an activist angle, nor is it the only one to spark controversy.


AT&T to Advertise on YouTube Again After a Nearly 2-Year Holdout  The New York Times

AT&T, one of the biggest advertisers in the U.S., had balked because offensive *content* too often accompanied its ads. Now it says YouTube has addressed the ...


How Twitter Will Ensure Brand Safety For Video Advertisers In 2019  AdExchanger

As Twitter's video ad business grows, so does the amount of user-generated *content* on its platform. The challenge for Twitter, and brands that advertise on it, ...


It Looks Like Verizon's Online Advertising Project Is a Flop  The Motley Fool

The telecom giant's bet on online advertising hasn't worked out, and the company just admitted as much.


Samuel Viney starts at Westpac as head of advertising  mUmBRELLA*

Aldi's customer interaction lead and marketing director Samuel Viney has joined Westpac as its head of advertising. Viney replaces Andrew Howie, who.


Red Lobster Joining The Tucker Carlson Ad Boycott Isn't Good News  Forbes

Red Lobster today became the 20th advertiser to quit advertising on Fox News' Tucker Carlson Tonight in the wake of controversial comments its host made ...


LinkedIn Lets Advertisers Target Users by Interest  Search Engine Journal

LinkedIn ads can now be targeted to other users based on their professional interests.


What 12 Advertising, Marketing And Design Leaders Learned From Their Unconventional Backgrounds  Forbes

What do a chef, a basketball player, a tour manager, a carpenter, and an art dealer have in common? Turns out, the early makings of a successful career in ...


French Olympic probe raises questions about Japanese firm  Idaho Statesman

French probe into alleged vote-buying connected with the Tokyo Olympics has raised questions about Japanese advertising and marketing agency Dentsu.


UK advertising market faces recession under no-deal Brexit  The Guardian

The UK will be plunged into its first advertising recession in a decade in the event of a no-deal Brexit, with spending likely to fall by nearly £1.4bn this year alone, ...


What Gilette's PC 'toxic masculinity' ad gets wrong about advertising  Fox Business

The now-famous Gillette ad scolding men for toxic masculinity — the flavor of the month cause among the politically correct — isn't just a regrettable advertising ...


Authorised Investment Fund flying high after Garuda Indonesia joins AIM's programmatic advertising platform  Small Caps

Investment house Authorised Investment Fund (ASX: AIY) has marked a major expansion into Indonesia's booming aviation market, revealing Garuda Indonesia ...


Barbara Gardner Proctor, Advertising Trailblazer, WTTW Trustee, Dies at 86  WTTW News

She launched the first advertising agency owned and managed by an African-American woman in the 1970s. Barbara Gardner Proctor died on Dec. 19, 2018 at ...


Amazon had a record-breaking holiday season, here’s how advertisers managed it  Marketing Land

The 2018 holiday season was record-breaking for Amazon, which recorded its biggest shopping day in the company's history on Cyber Monday. Advertisers ...


Ontario Honda pulls WHEC ads as TV station stands by decision to fire Jeremy Kappell  Rochester Democrat and Chronicle

A local car dealership has pulled its advertising from WHEC-TV (Channel 10) following the events surrounding the firing of the station's chief meteorologist.


TomTom, MiTAC, Garmin agree to stop using "lifetime claims" in advertising after ACCC crackdown  SmartCompany.com.au

A commitment from three of Australia's largest GPS navigation brands to stop using “lifetime” claims in their advertising underscores the importance of ensuring ...


Here are our 10 most popular media and advertising stories of 2018  INSIDER

2018 was a tumultuous year in media and advertising, and our biggest Business Insider Prime stories are a reflection of that. There were articles about Verizon ...


5G tech to enable smart cities, advertising will pay for it | Special: Consumer Electronics Show  AdAge.com

An estimated $34 billion will be spent on so-called smart cities by 2020, but taxpayers may not want to foot the entire bill.



OTA Fastest-Growing Acronym In Premium Video Advertising -- NOT OTT 01/17/2019  MediaPost Communications

Heroes & Icons, Bounce, Escape, Laugh, Grit, Comet and MeTV. Do you know those TV network brands? You should. Millions of viewers across the U.S. are ...


Naomi Osaka's sponsor apologizes after claims of 'whitewashing' star in advertisement  Fox News

Tennis superstar Naomi Osaka's sponsor was forced to apologize Tuesday after an advertisement appeared to show the 21-year-old champion with pale skin.


New Gillette advertisement takes on #MeToo topics and asks 'Is this the best a man can get?'  KTRK-TV

Gillette is making waves for its new ad that draws inspiration from the Me Too movement. The razor company is long known for its "The Best A Man Can Get" ...


5 things we learned about AT&T’s media and advertising business in 2018  Digiday

When 2018 began, AT&T did not have a massive media and advertising business. But the telecom giant is closing the year with a portfolio of TV networks, ...


Happy Tax Files False Advertising Lanham Act Lawsuit Against H&R Block  Business Wire

Happy Tax, the fastest growing tax franchise according to Entrepreneur Magazine, has announced that it has filed suit against the nation's largest tax.


Bangert: Demolition uncovers ‘Used Cars,’ a relic of downtown Lafayette advertising  Journal & Courier

Upper Main Street buzzing about an ad for 'Used Cars,' preserved on a brick wall for more than 70 years, uncovered when old R&M building came down.


Audi Is Making A Welcome Return To Super Bowl Advertising To Tout New E-Tron  Forbes

Audi, one of the most successful and most entertaining of Super Bowl advertisers over the last decade, is returning to advertising during the game on February 3 ...


Civic body to auction sites for displaying advertisements soon  The Tribune

TheTribune: MANDI AHMEDGARH: Rampant misuse of public property for displaying advertisement material will be done away with soon as the local civic body ...


Top-10 Advertisers  All Access Music Group

MEDIA MONITORS reports that the Top-10 radio spots airing nationally for the week of 1/14-20, along with number of plays were: 1. GEICO (3) 2. THE HOME ...


KFC slammed over 'disgusting' sliders, rejects 'false advertising' claims  New Zealand Herald

KFC has been slammed by hundreds of Kiwi customers over their new flatbread slider range, with many claiming the product is nothing like its advertisement.


Cannes in the Desert: Advertising, media execs head to CES for the industry's annual kick-off  Digiday

This article appears in the latest issue of Digiday magazine, a quarterly publication that is part of Digiday+. Members of Digiday+ get access to exclusive *content*, ...


Thanks So Much To Our Advertisers On ATL  Above the Law

If you're interested in advertising on Above the Law or any other site in the Breaking Media network, please download our media kits or email ...


Google Becomes One Of India’s Top Advertisers With $154 Mn Spent In 2018  Inc42 Media

The company added celebrity brand ambassadors such as former India cricket captain Rahul Dravid and actress Priyanka Chopra to promote its Pixel ...


home | site map
© 2007