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Benefits of Advertising in Yellow Pages
Yellow Pages:
Is a telephone directory for businesses (White pages is for non-commercialised businesses).Yellow pages can be a useful media for advertising as it:
deals with active buyers, consumers use Yellow pages as a source to locate businesses
Yellow and white pages are delivered free to households in New Zealand
Yellow pages is available online
they offer the opportunity to measure the effectiveness of your Ads.
Yellow pages measure their effectiveness of advertising with AD TRACK:
AD TRACK measures call volumes through a unique phone number that appears only in your display ad in the Yellow pages. Here's how it works:- Yellow pages provide you with a unique AD TRACK phone number that is similar to your existing business land-line number.
- To measure the number of calls generated by your ad, the unique phone number appears only in your display ad.
- Calls to your unique phone number are automatically diverted to your existing business phone number.
The benefits of this include:- Monthly reporting on call volumes generated by your display ad.
- Results summary so you can see at a glance call volumes by month.
- Up to date analysis which can be used to improve and fine tune future advertising performance.
- Yellow Pages can also talk to you about how your display ad compares with others in your classification, or of the same size.
(Source: Yellow Pages Group)
Limitations of Yellow Pages Advertising:- It is not usually used to advertise deals and promotions
- Difficult to specifically target your ideal market
- Yellow pages can be costly depending on your ad
- The book is only published once a year so if your business moves, or you want to make changes to your Ad, you'll have to wait for the following year
- there are limitations to the quality and colour of your advertisements
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