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OPINIONS: Yellow Pages Advertising
I work as a YP Sales Rep.... what do you guys think about YP? Open Discussion if you please.
IYP vs. Print YP by the way.... according to Yellow Page Integrated Media Association ROI's on YP are............ Local 12:1 with 4:1 profit National 33:1 with 13:1 profit IIRC National is higher due to # of locations, ad sizes, and many numbers representing larger coverage area for consumer decision making. Also branding plays a big role. |
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12 dollars return for every dollar spent. ... 4 dollars profit of that. it is usually a good investment when done right. there are many myths in the YP business... such as ad sizes and which book to choose.... when you have the facts and knowledge and good copy/design.... it is a nice ROI. |
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LIKE ANYWHERE ELSE......................
 dishonest sales reps. Lack of training Lack of Expertise Lack of marketing grasp Not creative thinkers etc etc etc |
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facts...
demographics... syndicated research...... competitive environment.... industry information.....shopping patterns...... the critical decision making processes.....population...... disposable income...... target market....... current condition/desired position...... amount of business growth opportunity..... business outlook. and lots more. I have many customers that are thrilled about the YP..... and a few that are disappointed....my job is to make whatever they have work better... whether it is increase, maintain, or decrease investment. |
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http://ypcommando.com/bruce.html#a
interesting article.... I admire this guy... but he does spin in his companies direction (TWP) a little too often! |
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What do you do?? |
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