Yellow Page Consultants Inc.

Why Choose YPC?

Large media agencies with a “Yellow Page department” are a dime a dozen. And more often than not, that department is a stepchild in the agency.

At Yellow Page Consultants, Inc., we specialize solely in the development and placement of high-impact Yellow Page programs. – both print and on-line. 100% of the time.

As a Certified Marketing Representative (CMR), Yellow Page Consultants, Inc. will represent your interests to all the Yellow Page publishers from coast to coast and border to border. As your single point of contact, YPC will:

• Recommend a Yellow Page advertising program that maximizes your impact and budget dollars, using both print and on-line resources
• Handle multi-directory negotiations and placement
• Ensure that all publisher deadlines are met
• Handle all calls from publishers and resolve problems
• Conduct market analysis and prepare reports to help you assess the effectiveness of your advertising program

All of this personal service gives you more time and resources to devote to the growth and success of your own business!

Understanding Yellow Page Advertising

What is a CMR?

A “Certified Marketing Representative” (CMR) is approved by the Yellow Pages Publishers Association (YPPA) to place advertising directly with publishers of Yellow Pages directories. In order to be certified, agencies must meet stringent criteria in three areas –financial capacity, operational ability, and professional sales and marketing capabilities.

Is my business qualified to work with a CMR?

In order to be a CMR client, you must advertise in: three or more states with two different publishers. You must advertise in 20 directories and spend more than 30% of your advertising budget outside your primary state.

What happens if I don’t qualify to work with a CMR?

If you don’t meet the qualifications to work with a CMR, you may place Yellow Page ads with phone companies’ local salespeople.

What is directional advertising?

Directional advertising targets an established need. It directs buyers to sellers when they are actively seeking to make a purchase. For example, you are hungry for a pizza when you’re visiting another city. You look up pizza parlors in the Yellow Pages because you’re ready to buy one! A need exists, and the Yellow Pages direct you to the desired product or service.

Creative advertising creates the desire to make a purchase. You may not be thinking about going out for dinner at a new steakhouse until you see an ad for it. The television, newspaper or magazine creates the desire, and the Yellow Pages provide the choices.

Simply put, directional advertising is used when buyers are looking for sellers. Creative advertising is used when sellers are looking for buyers.

How effective is advertising in the Yellow Pages?

• These are some findings from Statistical Research Inc., an independent research firm:
  • 76% of adults in the US use the Yellow Pages monthly.
  • 49% refer to the Yellow Pages in a typical week.
  • 87% of Yellow Pages users are likely to make a purchase.

Who publishes Yellow Page Directories?

• There are two types of Yellow Page publishers:
  • Utility publishers that publish Yellow Pages for telephone service providers.
  • Independent publishers that are not affiliated with telephone service providers.

What are the types of Yellow Page Directories?

• Core directories contain information for an entire marketplace and have the greatest usage.
• Suburban or Neighborhood directories contain information from smaller, more local markets.
• Regional or Overlay directories combine information from several smaller directory areas into one larger directory.
• Special Interest directories target a specific consumer interest area, such as a Senior Citizens directory.
• Business-to-Business directories address the purchasing needs of business customers.