Rather, their goal is to convince consumers to buy a desired product from a particular company. Because companies attract business by showing they’ve got whatever consumers may want, Yellow Pages ads also tend to be full of brand names and information.
The first thing your ad must do is get itself read. Here, your success depends in part on which Yellow Pages directory (or directories) in which you choose to place your ad. The bottom line is to get the greatest amount of exposure. So. compare competing directories on the basis of their usage figures – not their distribution figures, but the number of actual consumer uses per year. If you then divide directories’ uses-per-year figures by their charge for the same size ad, you’ll see which directory provides the highest number of uses per dollar. That’s the directory that delivers the best value for your money.
Another key factor in determining whether your ad will be read is the size of the ad you decide to buy.
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