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| Display ads are placed by ad size, the largest being first in a heading. Within each ad size the placement is determined by seniority. The longer you have been in a directory under the same heading and with the same ad size, the more seniority you have. |
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| © 2002 Designed and created by O'Halloran Advertising, Inc. All rights reserved. | privacy statement | ||||
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Myth: Ad size is everything.
Reality: Ad copy is the most influential element of an ad; size is second! Ad size is a lot of it, but not everything. A larger ad will get the attention of the reader, but dull, uninformative content will get |
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Myth: You can never have too much ad copy.
Reality: A cluttered ad is less appealing to a potential customer! Ad copy should be clean and concise. A customer's decision to make a call usually happens in less than a minute. Nobody wants to spend a lot of time reading through endless text. Images always work well, for they are pleasing to the eye and can convey |
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Myth: Color ads are more cost effective.
Reality: Color is less cost-effective Color is the 4th most influential element of an ad, and it is more expensive than all the other methods. For the price of adding color, you could increase your ad size by 1 size, which will generate more calls than the addition of color alone. |
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Myth: White Pages advertising stimulates calls.
Reality: White Pages advertising will have no impact on the number of calls you receive! White Pages advertising will have no impact on the number of calls you receive. When people are looking in the White Pages, it is purely a directional search. Someone already has a specific name in mind, and will find it by searching alphabetically, whether it is in big red letters or little |
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Myth: The best time to evaluate your Yellow Pages ad is prior to each directory renewal date.
Reality: You should develop a strategic plan for all Yellow Pages needs on an annual basis, not as each directory comes up for renewal! An annual strategic plan should list each book and its sales potential, the size and cost of the ads being placed, and the directory renewal date (close date). This will break down the budget required for Yellow Pages each month, and give the ability to forecast changes in a timely manner. |
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Myth: Your local telephone company sales representative is working to grow your business.
Reality: Local Yellow Pages representatives are commissioned only on the growth or your account, not A national agency is focused on long-term relationships with their clients, and the growth of their clients' business. |
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Myth: Your local telephone company sales representative can provide good creative artwork.
Reality: The typical local Yellow Pages ad is designed in under 15 minutes! Need we say more. |
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Myth: Your local telephone company sales representative can place ads in any directory.
Reality: Your local telephone company sales representative can place ads in their company's books only. A Bell South sales representative can place ads in Bell South books only. This is the same for all publishers. What if your business is in Southern California? Chances are you should be in a Southwestern Bell directory as well as a Verizon directory. A national agency can do all of this for you. |
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Myth: Using a national agency will end up costing me more than the local Reality: Using a national agency will not cost you any more. In the long run, it may actually cost you less. A lot of people think that national agencies charge a fee for their services. The truth is that these services will cost you absolutely nothing, as long as you qualify as a national advertiser. This is possible because the telephone companies themselves establish the ad prices. In the end you are saving the headaches of making many different calls, to many different representatives, at many companies, to place your ad! Furthermore, studies conducted by the telephone companies using metered ads have shown that nationally placed ads outperform locally placed ads by a margin of 3 to 1 from a lead |
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