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Title:

Yellow Pages Metered Ad Study Results – 2005
The Impact of Ad Position on Ad Effectiveness
Position alone is important in some, but not all headings

The Impact of Ad Position on Ad Effectiveness

Description:

Because Yellow Pages publishers place display ads in headings in order of size, from largest to smallest, it is difficult to know whether to attribute call volumes to ad size or ad position since the two factors are so interrelated. Research in this report suggests, however that ad content is a much larger factor in determining call response than all other factors combined. This report also quantifies the average increase in call volumes for 30 top headings where Ad position is statistically important.

Type:

Yellow Pages Advertising Value

Audiences:

Businesses, Yellow Pages publishers, (Sales Management, Sales Reps, CMRs, National)

Sample Reports:

• Attorneys

• Florists

• Furniture Dealers

• Movers

Author:

June 2005 (5 pages)
By Dennis R. Fromholzer, Ph.D

CRM20050601P -- $299.00