PRINT MEDIA ADVERTISING

– YELLOW PAGES
Presented by :
Anchal Shukla
MBA {RFM}
Roll#20011002
• WHAT IS PRINT MEDIA ADVERTISING?

• Print media advertising is a form of advertising that uses physically

printed media, such as magazines and newspapers ,Brohcures ,poster,
outdoors ,to reach consumers, business customers and prospects.

• Advertisers also use digital media, such as banner ads, mobile

advertising, and advertising in social media, to reach the same target
audiences.

• The proliferation of digital media has led to a decline in advertising

expenditure in traditional print media, but print isn't dead.
TYPES OF PRINT ADVERTISING

1) Newspaper advertising
2) Magazine advertising
3) Directories advertising
4) Banners
5) Signs
6) Pens
7) Letterhead and Stationary
8) Business cards
9) Calendar and community Magazines
 “ DIRECTORY ADVERTISING “
DIRECTORY ADVERTISING - It is a type of advertising which takes
place in a specialized directory.

In contrast with other forms of media, directory advertising is

usually inexpensive and provides an opportunity to the
advertisers to drive attention towards product or service at a
moment when the customer is eagerly looking for and is
prepared to buy.

exp ; telephone directories ,white pages( houses) , Yellow pages

( (businesses)
YELLOW PAGES ADVERTISING

Yellow Pages is a book that contains

advertisements and phone numbers for
businesses and organizations in a particular
area, grouped according to the type of business
they do. Compare White Pages.
Advantages and disadvantages of directory
advertising

Advantages: -
• Highlytargeted
• 24x7 coverage
• Highly effective mode of advertising

Disadvantages: -
• Expensive
• It is printed only once in a year.
• The sales of directories have shown a steep decline due to the
emergence of alternate and less expensive modes of
advertisements.
 Why do you need Print Advertising with
Yellow pages?
• 91% of people who use the Yellow Pages phone book follow up on ads by
contacting the business.
• Be present , every month 7 million shoppers turn to the phone book: be
where they expect to find you.
• Catch their eye , set your ad apart by choosing a bigger size, colourful
images, and added business information.
• Get contacted more ,get your phone ringing with effective ads that are
designed for getting results.
PROS OF YELLOW PAGE ADVERTISING

• Covers Geographic Segments

Even though the Yellow Pages has had to cut back on some of the
hyper-targeted booklets, it’s still segmented by geographical
locations.

• Long Use
Not all consumers will use the Yellow Pages, but when they do, they
tend to keep the volume on hand for when they need it. Only one
edition is printed annually, so you won’t see the daily churn of a
newspaper.

• Print and Digital Bundles

The Yellow Pages aren’t just the physical tomes of business numbers
and ads that make their way to doorsteps around the country every
year
• Trackable Responses
Like other print formats, with a well designed CTA, it’s incredibly easy to track
the responses from YP ads. If your ad features a coupon, the code can be specific
to each phone book geographical edition you advertise in. Similarly, you can place
a QR code that directs them to a specific landing page, or you could include the
URL to a landing page in the ad.

• Audience Ready to Buy

Most of the time, people pick up the Yellow Pages when they know what they’re
looking for, and that means they’re very close to making a purchase decision.

• Category Benefits
Yellow Page advertising offers some built in targeting due to the fact that
everything is already categorized by industry.
Cons of print media advertising
• Costly
The first con of using yellow pages is that they are highly costly. As a small size
business, you can’t afford to advertise on yellow pages. Therefore half or full-
page display ads can cost thousands per month in major cities.

• Old fashioned
There is no doubt that yellow pages advertising is an old form or traditional form
of advertising. And this is the reason why most businesses don’t use this in the
time of digital marketing.
• One-time shot
The next disadvantage of using yellow pages advertising is that the pages are
published once in a year. It simply means that the advertiser has one chance of
selecting the right type of display ad, designing the ads, writing an effective
heading so that you can get it rightly published in the first go.

• The bottom line

In the final section, it can be said that though yellow page advertising is
traditional advertising, you can still use it to target the remote audience.