The Value of Yellow Pages
One of the most compelling arguments for yellow page advertising is
its inherent value. Because the media is measurable and backed by
so much research, your investment is proven, sound, and sure. Consider
the following:
| Yellow pages are a fast way to find out what you're looking
for. |
87% agree |
| Yellow pages offer information in an urgent or emergency situation. |
79% agree |
| Yellow pages save you time, money and energy. |
89% agree |
| Yellow pages provide more information about products and services. |
78% agree |
| Yellow pages can influence them to contact a business not
previously considered. |
73% agree |
| Yellow Page ads provide information at the time of purchase. |
73% agree |
When deciding where to make a purchase, bigger
ads are better - 70% agree!
To evaluate the viability of your advertising investment,
examine these factors:
- Reach
- Frequency
- Usage
- Economics
- Customer action
Some media types have varying degrees of success
in these areas, depending on the market. In research conducted by
the Yellow Pages and Integrated Media Association (YPIMA) these five
factors are all met effectively by yellow page advertising.
Yellow pages reach every home and
business in a given territory.
Yellow pages are read more than once, with multiple contacts
24 hours-a-day, 365 days-a-year.
Yellow pages are used universally; 89 percent
of the adult population consults them at least once per year.
Yellow pages typically cost lower than any other
media in terms of "cost-per-lead."
Yellow pages compel action; 84 percent of references result
in customer contact.
Creative Versus Directive Advertising
Some media is more successful at creating or attracting new buyers.
Other media, like yellow pages, serve to direct customers who are
ready to buy on where to make their purchase. Most businesses fulfill
the need for directive advertising by an effectively designed yellow
page ad.
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chart
Compare the Media Results
When comparing various media, independent research has shown that
when people are preparing to make a buying decision, yellow page advertising
can be a primary factor in choosing which brand or service they buy.
View
chart
Who Uses the Yellow Pages?
The most recent study of consumer usage conducted by Statistical Research,
Inc. (SRI) shows that 76 percent of U.S. adults use the yellow pages
in a typical month, and 56 percent refer to the yellow pages in a
typical week. The average usage among all adults is more than 1.4
times per week. Moreover, in 50 percent of all references, consumers
who are ready to buy, have no single store or business in mind at
that time, and can be directly influenced by what they see in the
yellow pages. Businesses cannot afford to
ignore customers who use the yellow pages. The average user is sophisticated,
affluent and technologically savvy. This customer is a young consumer;
she does her homework before making a purchase. Heavy yellow page
users typically have more financial resources and feel more financially
secure than average. As a result, yellow page users spend more dollars
per year than the average customer.
Continue
to learn about yellow page advertising |
