Essentials of Yellowpages Advertising
Dennis Rosen, an associate professor of Business at the University of Kansas who teaches courses in marketing, advertising, and consumer behavior, said that planning Yellow Pages advertising should be an ongoing process. Rosen also labels three critical aspects where you should gain information which they can use to improve their yellow pages advertising: your business, your competitors, and your customers. First, with your business, you should always know what you want to accomplish. Secondly, with competitors, it is important to figure out who your competitors are specifically so you can know how to compete with them when it comes to advertising. Third, you want to know your customer demographics to figure out what your customers want to see in a Yellow Pages ad, what will make them choose your business.
Color should be used appropriately and purposefully in a Yellow Pages ad and should be considered in conjunction with the overall impression a company wants to project.
Ann Telthorst, senior manager of product development and management at Pacific Bell Directory explains that each color invokes a certain subconscious response when we see it. For example, blue does not go well with eating, so it is not a good color to use for a restaurant, but would be appropriate for a diet center.
Additionally, it is important to look at how you use photographs. Rosen suggests being more creative and using those photographs that show why the business is truly special, i.e. the interior and atmosphere of a restaurant instead of the exterior or the face of the owner.
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