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Competition |
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COMPETITION Do you know how your competitors are using the Yellow Pages to attract business? You Should! Knowing how the competition is using the Yellow Pages is very important when formulating a concise and cost effective advertising program. In order for you to have a good understanding of how your competitors are using the Yellow Pages, NYPMP will conduct research in the form of tear pages studies on all viable Yellow Page directories distributed within your target market. These studies allow you to view competitor’s ad size, ad content, color enhancements and most importantly the position of their ad within the heading. Positioning is very important as research shows that the typical consumer looks at on average, 3 to 5 display ads before placing their call. The vast majority of publishers position their display ads first by size, seniority and then alpha sequence. All in-column ads and line listings are place alphabetically within the heading. When selecting your ad size, chose an ad that will provide a dominant or competitive position over your competition within the heading. In some cases, placing an in-column ad with a logo and/or color enhancements would be a better option. The layout and design of your ad is very important. The use of varying type sizes, color enhancements and white space should be used to distinguish elements within your ad. Logos and photographs are proven elements that attract the consumer’s attention. Let NYPMP provide you with this vital information about your competition. Allowing us to do so will give you the information you need to make educated decisions resulting in a better advertising campaign. |
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