Smarter Yellow Page Advertising - Part 3 - Picking an Ad Size
Say you are the typical small business that advertises in your local Yellow Pages. You have chosen to be listed on the smaller Eastside directory and under "Catering." There are 20 other caters and now it's up to you to determine what size will be most effective. Your rep is encouraging you to place the largest ad because either (a) he thinks it's best for your business, (b) he says it will dominate the page, (c) he says it will make you the most money, or (d) he gets paid by commission. Now first, let me explain that I was a YP rep for 25 years and my answer would be all of the above. But for many, it was only (d). ...
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