Title: The Yellow Pages report
Subtitle: a comprehensive guide for advertisers
Description: TABLE OF CONTENTS

KEY SUMMARY OF RULES FOR YELLOW PAGES ADVERTISING	                        4
YELLOW PAGES ADVERTISING	                                                                                6
	I.  YOUR YELLOW PAGES PUBLISHER AND SALES REPRESENTATIVE	7
	II.  THE RULES OF YELLOW PAGES ADVERTISING	                                        8
YOUR YELLOW PAGES ADVERTISING BUDGET	                                                9
YELLOW PAGES ADVERTISING: PAYING FOR WHAT WORKS	                      10
	I.  HOW LARGE MUST AN AD BE?	                                                                      11
	II.  IS RED INK WORTH THE COST?	                                                             29
	III.  SHOULD YOU ADVERTISE IN THE GEOGRAPHIC SECTION?	     31
	IV.  WITHIN HOW MANY LISTINGS SHOULD YOU ADVERTISE?	     32
	V.  WITHIN HOW MANY DIRECTORIES SHOULD YOU ADVERTISE?	     33
	VI.  SUMMARY OF HOW TO SPEND YOUR YELLOW PAGES BUDGET 
               MOST WISELY	                                                                                             34
CONTENT AND DESIGN SUGGESTIONS FOR ALL YELLOW PAGES ADS 
REGARDLESS OF TYPE OF BUSINESS	                                                                     35
	I.  WORDING OF YELLOW PAGES ADS	                                                     35
	II.  GRAPHICS IN YELLOW PAGES ADS	                                                     38
	III.  TYPE STYLE USED IN YELLOW PAGES ADS	                                     39
"REPAIR SERVICES" ADS	                                                                                             40
	I.  CONTENT AND DESIGN RECOMMENDATIONS	                                     40
	II.  SUPPORTING RESEARCH DATA	                                                             42
"MAJOR CONSUMER SERVICES" ADS	                                                                     44
	I.  CONTENT AND DESIGN RECOMMENDATIONS	                                     44
	II.  SUPPORTING RESEARCH DATA	                                                             45
"RETAIL" ADS	                                                                                                             47
	I.  CONTENT AND DESIGN RECOMMENDATIONS	                                     47
	II.  SUPPORTING RESEARCH DATA	                                                             49
"CONTRACTOR" ADS	                                                                                                     51
	I.  CONTENT AND DESIGN RECOMMENDATIONS	                                     51
	II.  SUPPORTING RESEARCH DATA	                                                             52
"CONSUMER SERVICES" ADS	                                                                             54
	I.  CONTENT AND DESIGN RECOMMENDATIONS	                                     54
	II.  SUPPORTING RESEARCH DATA	                                                             56
"PROFESSIONAL SERVICES" ADS	                                                                             58
	I.  CONTENT AND DESIGN RECOMMENDATIONS	                                     58
	II.  SUPPORTING RESEARCH DATA	                                                             60
APPENDIX	                                                                                                                     62
	I.  TRANSLATION GUIDE TO YELLOW PAGES TERMINOLOGY	             63
	II.  SUMMARY OF RESEARCH METHOD	                                                     65
Subjects: Directories, Advertising layout and typography, Yellow pages, Advertising, Telephone