![]() If your customer missed your ad the first time, then there’s always the chance they’ll be exposed to it at some point in the year. Only one edition is printed annually, so you won’t see the daily churn of a newspaper. Not all consumers will use the Yellow Pages, but when they do, they tend to keep the volume on hand for when they need it. This varies from region to region, of course, and sometimes it can be localized to the neighborhood level. In fact, many times it’s incredibly localized and different books are published by county. Pros of Yellow Page Advertising Covers Geographic SegmentsĮven though the Yellow Pages has had to cut back on some of the hyper-targeted booklets, it’s still segmented by geographical locations. To see our last post on the pros and cons of direct mail ads, head here, or start with our first post about radio, here. ![]() Today’s post is the sixth and final part in a series focusing on the pros and cons of each of the additional platforms: Radio, TV, Billboards, Newspaper, and Direct Mail. That’s why we’ve created this series: we want to provide adequate research to help you fully understand the major strengths and weaknesses of each platform in order to make successful advertising campaigns. At Zimmer, we strongly believe that cross-platform strategies that take advantage of multiple types of advertising are a big part of how many businesses ultimately reach their goals. Understanding the pros and cons of Yellow Page advertising will help you determine if and how this channel should be a part of your marketing mix.Įven older, traditional formats have a place when you’re designing an omnichannel marketing plan to reach your audience through a variety of touchpoints. Even so, consumers turn to multiple resources as they move through the path to purchase. Unfortunately, since the advent of the internet, and in turn mobile access to the internet and the social connectivity that followed, the need for the Yellow Pages (or, as they’ve somewhat rebranded, YP) has dropped. For a long time, Yellow Page advertising was the premier method of getting your business in front of potential customers because it was the reference everyone turned to regularly for contact information.
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