Getting the Most from Your Yellow Pages Advertising: Maximum Profits at Minimum Cost

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Barry Maher, Jul 25, 2006 - Business & Economics
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The third edition of the classic "bible of Yellow Pages advertising." Expert answers, based on the latest research, to all the questions Yellow Pages advertisers ask, and to those they never ask but should. .How much should I be spending? .What kind of ads should I have? .How big should those ads be? .What headings should I be under? .What directories (print and/or online) should I be advertising in? How important is ad placement? What about color? How can I make cheaper ads work for me? How can I be sure my Yellow Pages ads are working? Plus a complete step-by-step program for developing ads that get the call, even when surrounded by page after page of ads all selling the same thing. As TIME magazine says, "Barry Maher has helped thousands of small businesses get the most effective and cost-effective Yellow Pages advertising possible. [He's] easily the most widely respected consultant, speaker, writer on the subject." "An indispensable guide for any Yellow Pages advertiser . . . Achieve maximum results with minimum expense." -American Management Association
 

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Contents

IntroductionConfusion in the Marketplace 11 Chapter 1 Is This Stuff Really for Me?
25
Yellow Pages EverywhereChoosing
49
Taking Control of the SituationHow
75
The Main ConsiderationsInColumn
101
Is the Yellow Pages Really for You?
115
Making MoneyMinimizing Risks
155
Table of Contents
179
The Sales Rep ComethThe Final Cost
243
Tracking Your Ads and What to
261
Last WordsFormer Yellow Pages
275
Appendix B Yellow Pages and Other Advertising
289
Copyright

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TIME says, "Barry Maher has helped thousands of small businesses get the most effective and cost-effective yellow pages advertising possible.

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