The Impact of Trademarks and Advertisement Size on Yellow Page Call Rates

Avery M. Abernethy and David N. Laband

Journal of Advertising Research, 2004, vol. 44, issue 01, pages 119-125

Abstract: Split book yellow page tests randomly distribute different versions of the test advertisement in the same market at the same point in time allowing direct assessment of the customer pulling power of different sizes or types of yellow pages advertisements. Using the results from 78 split book tests, we find that including trademarks in small in-column yellow page advertisements can have a very strong influence on call rates. Partially confirming previous work, we also find that larger advertisements do generate more calls than smaller advertisements. However, the increase in call rates is not a straight line relationship.

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