Advertisement in Yellow Pages, Audio & Video

8/16/2019 Advertisement in Yellow Pages, Audio & Video

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Advertisement in YellowPages, Audio /Video

Cassettes & CD’s

By Group - 8


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A vert sements n Ye owPages When we talk about advertising media we often tend to overlook one of the

most popular forms in existene ! "he Yellow Pages# While yellow pageswere used by most of us $uite fre$uently% we tend to forget that they arealso advertising#

&nterestingly% there are several forms of Yellow Pages

"hey inlude the following'

1. Specialied Directories' (iretories are targeted at seleted marketssuh as Asians % women% et# Also inluded in this ategory are toll-freediretories% )hristian (iretories and many others#

!. Audiote"' "he *talking Yellow Pages+ o,er oral information onadvertisers#

#. $nteractive' )onsumers searh the database for spei types ofinformation# Advertisers an update their listings fre$uently#


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$nternet Directories' A number of websites provide some form of

internet-based yellow pages . www#kelseygroup#om/ these diretories

inlude national diretories whih provide information on a loal or regional

basis0 and *shared+ diretories% in whih loal ompanies 1oin together to

form a national database#

%ter Services' 2ome yellow pages diretories o,er oupons and

freestanding inserts# &n the 3range ountry% )alifornia% telephone

subsribers reeived samples of Golden Grahams and )innamon "oast

)runh ereals when their yellow pages were delivered#

"he Yellow Pages often referred to as a diretional medium beause the adsdo not reate awareness or demand for produts or servies0 rather one

the onsumers have deided to buy% the Yellow Pages point them in the

diretion where their purhases an be made# "he Yellow Pages are thus

onsidered the nal link in the buying yle#

http://www.kelseygroup.com/http://www.kelseygroup.com/


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(istinguishing features of

Yellow Pages Advertising'

4# 2aves time looking for produts and servies- as stated in $ntegrated'ar(eting Communications )* +illiam Citt*, igel )ar(er,'icael Valos, -erence A Simp researh indiated that about 0 o

te consumers wo use *ellow pages cannels contact a 2usinessand a2out 3!0 o tem 2u* te product or service#

5# )onsumers often avoid exposure to advertisements in other media theyatively seek out ads in yellow pages#

6# Advertisers largely determine the $uality of ad plaement in the Yellowpages by speifying the format that they want#

7# "here are lear ut limits on possible reative exeutions#

# 9ixed nature of A(#


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"hese Pages often o,er the following advantages to the advertisers'

Wide availability ' A variety of diretories are published# Aording to Yellow PagesPublishers Assoiation% onsumers refer to the Yellow Pages more than 4:#7 billion timesyearly#

Action Orientation' )onsumers use the Yellow Pages when they are onsidering% orhave deided to take% ation#

Costs' Ad spae and prodution osts are relatively low ompared to other media#

Frequency ' Beause of their longevity .Yellow Pages are published yearly/% onsumersreturn to diretories time and again# "he average adult refers to the Yellow Pages about4#7 times a week% and ;< of =#2# households use the Yellow Pages weekly and >;<monthly#

No intrusiveness: "his is beause onsumers hoose to use the Yellow Pages0 they arenot onsidered an intrusion# 2tudies show that most onsumers rate the Yellow Pages tobe favorable# Among users% >:< agree that Yellow Pages are an important soure ofinformation% and >;< report that the books are helpful for learning about the newproduts#

Advantages of Advertising in Yellow Pages


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1. Timeliness: "hese pages are printed only one a year% hene beomeoutdated# )ompanies may reloate% go out of business% or hange phonenumbers in the period between the editions#

2. Lac o! creativity ' While the Yellow Pages are somewhat ?exible theirreative aspets are limited#

". Lead times: Printing shedules re$uire that ads be plaed long timebefore the publiations appear# &t is impossible to get an ad in after thedeadline% and advertisers need to wait long time before the next edition#

#. Clutter: A reent study by Avery Abernethy indiates that the Yellow Pages.like other media/ experiene problems with lutter# Pages an lookluttered% and your ad an easily get lost in the lutter#

(is-advantages of Advertising in Yellow Pages


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4. Sie 5e6uirements' response to Yellow Pages ads are diretly tied tothe si@e of the ads# 2tudy by Abernethy and abant indiates that for largediretories a minimum of one- half page may be re$uired 1ust to getnotied#

;# "he &nternet has led to the deline in the usage of the Yellow Pages% asusers nd the Web to be an easier% faster and more omprehensive

># Your ad is plaed together with all your ompetitors

8# Ads slow to re?et market hanges


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&n the past% the Yellow Pages were the only reliable resoure for retailbusinesses seeking a loal audiene# After word-of-mouth% onsumers reliedheavily on the Yellow Pages for servies in a wide range of industries.

Cot so today# Dultiple studies onrm that onsumers report using theinternet 7rst 890 o te time: when they need a new produt orservie% and printed Yellow Pages onl* second or tird 8a2out 40 ote time.:

)hanging "rends of

Yellow Pages


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2tatistis

Aording to Advertising Promotion and %ter Aspects o $ntegrated'ar(eting Communications by "erene A# 2himp

&n a reent year the following national ompanies all invested over

;!million advertising in *ellow pages.

2ervie Daster- E4 Dillion

=-Faul- E6 Dillion

2tate 9arm &nsurane- E6 million

Budget and Hyder- E5# Dillion


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Ixamples of Advertisements in

Yellow Pages


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Advertisement in

Audio / Videocassettes & CD’s


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Advertisement in

Audio J Kideo assettes L )(Ms Audio Kideo advertisements refer to the advertisements on audio video

assettes )(Ms and (K(Ms# &t is an audio visual medium of advertising# "he)(Ms% )assettes% (K(Ms arry message of the advertisers in between thefeatured lms% audios% videos or on the over of the assettes and )(Ms and(K( or inside the paking of the )(Ms% )assettes and (K(Ms

&n 4::Ms this media was very popular% but with the growth of able televisionadvertisements this medium is on a deline#

As K)Hs and home movies exploded in popularity% video assettes beame aviable advertising option# "his viability rests in part on the modest ost

assoiated with produing many business videos# As Target Market noted%video ompanies ould produe and distribute a video assette advertisementfor as little as E4# per unit in the mid-4::s# "hese assettes are oftenategori@ed into three general types' promotional videos% demonstrationvideos% and training videos#

"arget Audiene' 2pei audienes% partiularly attrative to young people


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Advantages' onger shelf life Ionomial

(isAdvantages'Audio-Kideo Advertising is a low ost advertising but it is possible that

viewers may fast forward the reorded advertisements and may not listen orwath the advertisements#


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Ixamples ofAdvertisements in and on )(Ms


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Ixamples ofAdvertisements in and on )assettes


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)ase 2tudy

+en


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Advertisement in Yellow Pages, Audio & Video

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