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eBook Getting the Most from Your Yellow Pages Advertising ePub

eBook Getting the Most from Your Yellow Pages Advertising ePub

by Barry Maher

  • ISBN: 0814476953
  • Category: Graphic Design
  • Subcategory: Photo and Art
  • Author: Barry Maher
  • Language: English
  • Publisher: Amacom Books (February 1, 1989)
  • Pages: 208
  • ePub book: 1179 kb
  • Fb2 book: 1674 kb
  • Other: txt docx lit lrf
  • Rating: 4.9
  • Votes: 573

Description

Author and former yellow page rep Barry Maher grabbed my interest on the first page and held it firmly to the en. In our business a lot of our customers still find us through the internet. But many are now finding us through their smart phones and at the office.

Author and former yellow page rep Barry Maher grabbed my interest on the first page and held it firmly to the end. I would consider this book essential for small business owners or anyone who is interesting in producing yellow page copy. Though certainly geared toward business owners, writing professionals will also find a tremendous amount of applicable information. If your product is geared towards the senior crowd you might want to advertise in the yellow pages.

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Published by Thriftbooks

Published by Thriftbooks. com User, 14 years ago. When you're looking for good, solid, objective information for advertisers on yellow pages advertising, look carefully. On the other hand, there's a reason TIME magazine called the author of "Getting the Most from Your Yellow Pages Advertising" the leading expert on advertising in the yellow pages. Look carefully at some of the other, sources of yellow pages information.

Getting the Most from. Thanks for telling us about the problem. Getting the Most from Your Yellow Pages Advertising. Briefly describes the history of the yellow pages, tells how to determine an advertising budget, and identifies the keys to creating an effective ad. Get A Copy.

His other books include The Prentice Hall Marketing Yearbook, the niche book, Getting the Most from Your Yellow Pages . Yellow Pages Advertising.

His other books include The Prentice Hall Marketing Yearbook, the niche book, Getting the Most from Your Yellow Pages Advertising and the mini-cult classic novel, Legend. Business Book Recommendations. View all. The 7 Rocks Of Life: The Key To Filling Up Your Life Cup.

Published 1988 by American Management Association in New York, NY. Written in English. In library, Directories, Yellow pages, Telephone, Advertising layout and typography, Advertising.

Getting the Most from Your Yellow Pages Advertising: The Workshop. Barry Maher has helped thousands of small businesses get the most cost effective Yellow Pages advertising possible. Answers to all the questions Yellow Pages advertisers ask, and to those they never ask, but should. Speaking Topics: Business Communications.

Filling the Glass: The Skeptic’s Guide to Positive Thinking in Business The Marketing Yearbook Legend Getting the Most from Your Yellow Pages Advertising. No Lie-Truth Is the Ultimate Sales Tool. McGraw-Hill New York Chicago San Francisco Lisbon London Madrid Mexico City Milan New Delhi San Juan. Seoul Singapore Sydney Toronto. Manufactured in the United States of America.

As TIME magazine says, "Barry Maher has helped thousands of small businesses get the most effective and cost-effective Yellow Pages advertising possible. easily the most widely respected consultant, speaker, writer on the subject. Barry Maher & Associates. ENG. Number of Pages.

Briefly describes the history of the yellow pages, tells how to determine an advertising budget, and identifies the keys to creating an effective ad

Comments

from earth from earth
What is wrong with this picture? The yellow page industry's annual sales figures are a mind boggling eleven to twelve billion dollars. Shouldn't the reader therefore conclude that dozens of books are constantly rolling off the presses devoted to this topic? Yet, I diligently searched for all the books and writings concerning yellow pages advertising---and this 2nd updated edition printed in 1997 is the most recent and comprehensive one that I could locate! What's more, according to Amazon.com's sales figures this book is not even close to being a best seller. Barry Maher has a virtual monopoly because of an apparent lack of interest. He focuses on the small to mid size companies who usually don't seem to spend five minutes a year figuring out their marketing strategy. The author brilliantly goes into a great deal of specific advice concerning why and when one should purchase an add in a particular yellow pages segment. Should one buy an ad in a "core" directory published by the local telephone utility, or might an independent publisher be more appropriate? Maher answers that placing an ad in the core book is usually mandatory. He quickly adds, though, that the independent offerings might also make economic sense. The independents may not obtain an equal number of responses, but their lower cost and impressive distribution figures often make them a great bargain.
What about a business to business yellow pages? In which circumstance is this the right choice for a business? How big should an ad be? Who should design the ad? Should the buyer pay extra for color? Is the price negotiable? How does one gauge success or failure? Why purchase an ad now if the book will not be released until later in the year? Barry Maher addresses these and other pertinent issues. He even comments briefly, but perspicaciously upon the new phenomenon of Internet yellow pages. This book absolutely should not be ignored. I suspect that too many entrepreneurs fail to seriously consider about how best to effectively market their products and services. A careless hit and miss approach is often the full extent of their willingness to invest time and energy in a matter of such overwhelming importance. "We aren't big enough to advertise," is an excuse commonly uttered. Maher rightfully points out that you don't advertise because you are big, but because you desire to become big. Ralph Waldo Emerson supposedly (or at least he gets the blame) said that the the world will beat a path to your door if you build a better mousetrap. Unfortunately, in the real world nobody knocks on the front door, regardless of your firm's excellent qualities, if they have never heard of you. Many companies go bankrupt solely due to abysmal marketing habits. Another good book to purchase is -The Guerrilla Marketing Handbook- by Jay Levinson & Seth Godin. They also have an excellent chapter dedicated to yellow page advertising.
Ochach Ochach
I would have never thought a book titled GETTING THE MOST FROM YOUR YELLOW PAGE ADVERTISING would make for compelling reading, but I was wrong. Author and former yellow page rep Barry Maher grabbed my interest on the first page and held it firmly to the end. I would consider this book essential for small business owners or anyone who is interesting in producing yellow page copy.

Though certainly geared toward business owners, writing professionals will also find a tremendous amount of applicable information. Maher gives a brief history and evolution of yellow pages, then moves through a logical progression of determining need and on through the process of the finished product. For writing professionals, read through this and then thumb through the yellow pages and see the enormity of a market just screaming for professional assistance. I believe this a market largely untapped by commercial writers.

An outstanding feature of this book, and one found far too seldom, is an abundance of margin space for making notes and good, thick paper that highlighting doesn't bleed through. Business owners will pay for the price of this book a hundred times over and copywriters will find a resource for a niche market rich with possibilities.
Kata Kata
Informative for Y.P. advertising layout. Helped me to create my own ads along with a friend who's really good in Adobe Photoshop for Mac. You're most likely to get a better design if you do it yourself or at least give the advertisers an intelligent, informed, proven basic framework.
Breder Breder
I want to be clear here. I think this is a fantastic and phenomenal book worth every penny. BUT - it's dated. You're only going to benefit from this content if you're in an area with a severely technologically-crippled populous. That's hard to find, these days. Smart phones, second computers at the office/school, etc are making the yellow pages less relevant.

In our business a lot of our customers still find us through the internet. But many are now finding us through their smart phones and at the office.

If your product is geared towards the senior crowd you might want to advertise in the yellow pages.

With all of that said this book teaches you a lot about how the yellow pages work, how the sales reps try to rip you off, and how to most effectively spend your money. The section on tracking your referral sources alone is worth the cost of this book.
Mr_Mix Mr_Mix
If you want to create professional looking Yellow Page ad designs that will dominate your Yellow Page advertising competition, you should read this book. While it was written in the eighties, the concepts are still very important today.

--A.Strange, Founder, Ad Revamp * Yellow Page ad design
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