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Yellow Pages
Influence
On Consumer Shopping
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CRM20051201 |
Life Events and Yellow Pages Usage
Contributing to a Highly Targeted Medium
Life events (getting married, buying first home, having a baby) as well as
life-stages have been shown to be predictors of Yellow Pages usage. This report
correlates 34 different life events - either experienced or anticipated - that
result in greater than average usage of specific Yellow Pages headings. |
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December 2005 (34 Spreadsheets)
By Dennis R. Fromholzer, Ph.D |
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CRM20050901 |
Yellow Pages Users Spend More than Average Consumers More items
purchased, more expensive items purchased, or both
Yellow Pages users spend more than average consumers because their purchases ten
to be need driven – not advertising or promotion driven. For the past six years,
analysis has shown that users of Yellow Pages headings spend about 25% more than
average consumers. |
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September 2005 (6 pages)
By Dennis R. Fromholzer, Ph.D |
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CRM20050401 |
To Get The Business You Must Answer The Phone
While Yellow Pages are successful at
making an advertisers’ telephone ring, this report shows that a
substantial number of phone calls from Yellow Pages ads go unanswered
and with those calls go lost business opportunities. |
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April 2005 (15 pages)
By Dennis R. Fromholzer, Ph.D |
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CRM20050101 |
Where People Shop For over
70 Major Products and Services
Knowing where consumers look before
they buy is critical to successful advertising. Yellow Pages’ value to
its users is greatest when headings provide information about all of the
places where consumers can purchase the product or service they are
looking for. |
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January 2005 (99 pages)
By Dennis R. Fromholzer, Ph.D and Shelly McCarron |
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Yellow Pages Advertising Value
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CRM20050402 |
Yellow Pages Measured Ad Study Results 2005
Trends in Annual Call Volumes Calls to Yellow Pages’ Advertisers are
Still Holding Strong
While statistically, the overall average call volumes for local Display and
Space/In-Column Yellow Pages Ads are dropping slightly, the overall average for
the top 150 headings is increasing slightly and there is evidence that the
majority of advertisers. |
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April 2005 (10 pages)
By Dennis R. Fromholzer, Ph.D |
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CRM20050501 |
Internet Yellow Pages Measured
Ad Study Results – 2005
Calls to Internet Yellow Pages’ Advertisers deliver positive ROI
Multi-year study of measured call responses to over 350 Internet Yellow Pages
ads. With an average annual call volume of 227 calls. |
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May 2005 (3 pages)
By Dennis R. Fromholzer, Ph.D |
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CRM20050503 |
Yellow Pages Measured Ad Study Results – 2005
Benefits of a Combined Display and Space/In-Column Ad in the Same
Heading Working Together to Achieve Greater Results
A Yellow Pages program that combines both Display and Space/In-Column Ads in the
same heading can be far more powerful than just a Display Ad or just a
Space/In-Column Ad because it allows the advertiser to reach. |
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May 2005 (4 pages)
By Dennis R. Fromholzer, Ph.D |
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CRM20050504 |
Yellow Pages Measured Ad Study Results – 2005
Benefits of Multiple Display Ads in the Same Heading Working Together to
Achieve Greater Results
The use of an additional Display Ad in the same heading can serve two purposes
in well-developed headings: 1) target a second audience through the use of
different content language and presentation and 2) insure a higher likelihood… |
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May 2005 (4 pages)
By Dennis R. Fromholzer, Ph.D |
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CRM20050505 |
Yellow Pages Measured Ad Study Results – 2005
Executive Summary
Including Trends in Annual Call Volumes, Benefits of a Combined Display
and Space Ad Program, and Benefits of Multiple Display Ads in a Heading
and more
In addition to statistics on Trends in Annual Call Volumes, Benefits of a
Combined Display and Space Ad Program, and Benefits of Multiple Display Ads,
this report also includes… |
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May 2005 (13 pages)
By Dennis R. Fromholzer, Ph.D |
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CRM20050506 |
Yellow Pages Measured Ad Study Results – 2005
Alphabetical Positioning for Space/In-Column Ad
Old Myths Debunked
A common belief by Yellow Pages advertisers is that ads at the beginning of the
in-column section of a heading receive more calls than ads at the end of the
alphabetical listings. An alternative theory would suggest that position in the
alphabetical listing should make little or no difference. |
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May 2005 (3 pages)
By Dennis R. Fromholzer, Ph.D |
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CRM20050601 |
Yellow Pages Measured Ad Study Results – 2005
The Impact of Ad Position on Ad Effectiveness
Position alone is important in some, but not all headings
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. |
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June 2005 (5 pages)
By Dennis R. Fromholzer, Ph.D |
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CRM20050801 |
Yellow Pages Measured Ad Study Results – 2005
Value of “Primary + Subcategory” Ad Combination
Working Together for Attorneys to Achieve Greater Value
Attorneys have the ability to place ads in both the primary Attorney heading and
specialty sub-categories such as Attorneys – Criminal Law and Attorneys –
Divorce, Adoption & Family Law. But do advertisers benefit from having ads in
both places?
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August 2005 (4 pages)
By Dennis R. Fromholzer, Ph.D |
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CRM20050802 |
Yellow Pages Measured Ad Study Results – 2005
Value of “Primary + Specialty Section” Ad Combination Working Together
for Restaurants to Achieve Greater Value
Restaurants have the ability to place ads in both the primary Restaurant heading
and specialty sections such as Dining Guides and Menu Sections. But do
advertisers benefit from having ads in both places? |
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August 2005 (3 pages)
By Dennis R. Fromholzer, Ph.D |
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CRM20050902 |
Yellow Pages Trade-Family Products
Best Value in Town!
Trademark ads combine the benefits of building brand awareness through other
media with the search efficiencies of Yellow Pages. Most noticeably, trademark
ads offer some of the highest values possible from the Yellow Pages. |
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September 2005 (5 pages)
By Dennis R. Fromholzer, Ph.D |
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CRM20051002 |
White Pages Value - 2005
Used by Active Buyers More Than Most Other Traditional Media
Advertisers invest in White Pages advertising to help reach their customers by
making their business easier to reach and by building awareness for future
purchases. |
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October 2005 (10 pages)
By Dennis R. Fromholzer, Ph.D |
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CRM20051101 |
Yellow Pages Value - 2005
Measurements of “Sales ROI”
Actual value realized by advertisers varies dramatically across headings and
even within headings. Using extensive research, this paper develops solid
estimates of the value delivered by Yellow Pages compares that value to that
delivered by other advertising medium... |
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November 2005 (8 pages)
By Dennis R. Fromholzer, Ph.D |
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CRM20051102 |
Value of U.S. Commerce Impacted By Yellow Pages
Estimates of impact on consumption
Based on extensive research, this memo estimates the upper and lower dollar
value of commerce influenced by the use of Yellow Pages. |
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November 2005 (3 pages)
By Dennis R. Fromholzer, Ph.D |
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CRM20051103 |
Yellow Pages: A Dynamic, Healthy Medium
A Look at References, Calls and Influence
The three most significant indicators of Yellow
Pages value – references, calls to advertisers and influence (% of buyers
influenced by Yellow Pages ads) – are examined and demonstrate that Yellow Pages
as a medium are healthy and vibrant.
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November 2005 (12 pages)
By Dennis R. Fromholzer, Ph.D |
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CRM20051202 |
Yellow Pages Trends and Opportunities - 2005
A Comprehensive Summary
An annual comprehensive review of the Yellow Pages industry based upon extensive
research of the industry’s revenue, media share, advertiser base, and influence
on consumer shopping patterns, along with usage drivers and usage trends... |
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December 2005 (xx pages)
By Dennis R. Fromholzer, Ph.D |
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Yellow Pages and
Other
Media Usage Trends
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CRM20050102
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Yellow Pages Headings’ Rankings – 2004
Based on References, Ad Performance, Shopping Behavior, and Demographics
The Yellow Pages industry typically publishes rankings of headings based on the
number of total references to each heading. Alternatively, there are many other
useful ways. |
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January 2005 (95 pages)
By Dennis R. Fromholzer, Ph.D |
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The Hispanic Market and its Use of Yellow Pages
A contrast of challenges and opportunities
The Hispanic market offers both challenges and opportunities to the Yellow Pages
industry and those targeting this very broad, very important consumer segment.
It is a market that is growing significantly and changing in nature at the same
time… |
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February 2005 (18 pages)
By Dennis R. Fromholzer, Ph.D |
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Yellow Pages References by Heading – 2004
References to Yellow Pages’ Advertisers are Still Holding Strong
The top 210 Yellow Pages headings, ranked by the number of annual references in
2004, represent over 80% of all references and over 80% of all Yellow Pages
directory revenues. References to these top headings are driven by… |
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March 2005 (3 pages)
By Dennis R. Fromholzer, Ph.D |
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Trends Affecting Yellow Pages’ Media Role
Media, Consumer, and Demographic Trends
This report is a collection of recent headline news and excerpts from articles
that describe media trends and how they are changing the role of Yellow Pages as
well as… |
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May 2005 (9 pages)
By Dennis R. Fromholzer, Ph.D |
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Trends Affecting Yellow Pages’ Media Role
Yellow Pages: The Permission-Based, Full-Engagement Medium
In its quest for better measures of accountability, the Advertising industry is
turning to new metrics such as Engagement and ROI to prove its value. Yellow
Pages, by the very nature of its use, may be the only full-engagement
advertising medium... |
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August 2005 (2 pages)
By Dennis R. Fromholzer, Ph.D |
Top of Page
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CRM20051001
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18-24 Year Olds Continue to Use the Yellow Pages
Driven by Changes in Life Stages and Life Events
Overall, 18-24 year olds are among the heaviest users of Yellow Pages compared
to other age groups, and the leading edge of Generation Y (those ages 25 to 29)
turns to Yellow Pages more than any other medium when they experience major life
changes and events. |
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October 2005 (9 pages)
By Dennis R. Fromholzer, Ph.D |
Top of Page
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Who Uses Yellow Pages?? - 2005
An Investigation of Key Consumer Segments
Non-routine events drive major shopping episodes in people’s lives, which drive
their need for the information found in Yellow Pages directories. Understanding
why people use Yellow Pages and who uses Yellow Pages is key… |
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October 2005 (15 pages)
By Dennis R. Fromholzer, Ph.D |
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Strategic Recommendations
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Usage and Publisher Revenue
Concerns and Opportunities
Can a relationship between usage and advertiser spending be quantified? The
answer is Yes. Interconnected to this equation, today’s consumers …are
complaining about insufficient ads and ad content in the Yellow Pages. |
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October 2005 (7 pages)
By Dennis R. Fromholzer, Ph.D |
Top of Page
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CRM20051003 |
Trends in Market Structure
Opportunities and Challenges for the Yellow Pages Industry
The biggest factors affecting the future of the Yellow Pages industry may be the
structural changes taking place in the economy. |
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October 2005 (17 pages)
By Dennis R. Fromholzer, Ph.D |
Top of Page
Speaker's Programs and Training
CRM Associates offers a wide range of speaker's programs and training
providing a variety of audiences with valuable information based on our
extensive research, analysis, and years of experience.
Our speeches and presentations are highly informative, motivational and
exciting for the audience and give you the opportunity to have a variety of
people participate in these informative, interactive sessions.
We have prepared and delivered numerous training sessions to hundreds of Publisher Sales
Groups, Marketing Groups, and Executive Management teams worldwide.
Our current
topics include:
- Yellow Pages Information to get EXCITED About!
- Proving the Value of the Yellow Pages
- Maximize the Results from Yellow Pages ads
- Handling Objections
- Positioning Yellow Pages vs. Other Media
- Integrated Marketing Strategies
- Yellow Pages Usage Dynamics
Because of our extensive research experience and strong academic credentials,
we also offer a highly credible third party perspective. We are also available
to speak to External Audiences such as Advertisers and Investment Analysts on
behalf of the Yellow Pages industry. We can speak more authoritatively about the
value of Yellow Pages than any other source currently available.
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Consulting
CRM Associates’ staff has years of experience and are some of the most
knowledgeable people in the industry. We are available to help you analyze key
businesses opportunities or issues and we have specialized expertise in the
following areas:
- Business Strategy
- Competitive Analysis
- Product Impact Analysis
- Pricing Strategies
- Vertical Markets
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