Advertisement in Yellow

Pages, Audio /Video

Cassettes & CDs

By Group - 8

Advertisements in Yellow
Pages
When we talk about advertising media we often tend to overlook one of the

most popular forms in existence The Yellow Pages. While yellow pages
were used by most of us quite frequently, we tend to forget that they are
also advertising.
Interestingly, there are several forms of Yellow Pages
They include the following:

1. Specialized Directories: Directories are targeted at selected markets

such as Asians , women, etc. Also included in this category are toll-free
directories, Christian Directories and many others.
2. Audiotex: The talking Yellow Pages offer oral information on
advertisers.
3. Interactive: Consumers search the database for specific types of
information. Advertisers can update their listings frequently.

 Internet Directories: A number of websites provide some form of

internet-based yellow pages ( www.kelseygroup.com) these directories

include national directories which provide information on a local or regional
basis; and shared directories, in which local companies join together to
form a national database.
Other Services: Some yellow pages directories offer coupons and

freestanding inserts. In the Orange country, California, telephone

subscribers received samples of Golden Grahams and Cinnamon Toast
Crunch cereals when their yellow pages were delivered.
The Yellow Pages often referred to as a directional medium because the ads

do not create awareness or demand for products or services; rather once

the consumers have decided to buy, the Yellow Pages point them in the
direction where their purchases can be made. The Yellow Pages are thus
considered the final link in the buying cycle.

Distinguishing features of
Yellow Pages Advertising:
1. Saves time looking for products and services- as stated in Integrated
Marketing Communications By William Chitty, Nigel Barker,
Michael Valos, Terence A Shimp research indicated that about 90% of
the consumers who use yellow pages channels contact a business
and about 72% of them buy the product or service.
2. Consumers often avoid exposure to advertisements in other media they
actively seek out ads in yellow pages.
3. Advertisers largely determine the quality of ad placement in the Yellow
pages by specifying the format that they want.
4. There are clear cut limits on possible creative executions.
5.

Fixed nature of AD.

Advantages of Advertising in
Yellow Pages
These Pages often offer the following advantages to the advertisers:

Wide availability: A variety of directories are published. According to Yellow Pages

Publishers Association, consumers refer to the Yellow Pages more than 19.4 billion times
yearly.

Action Orientation: Consumers use the Yellow Pages when they are considering, or
have decided to take, action.

Costs: Ad space and production costs are relatively low compared to other media.
Frequency: Because of their longevity (Yellow Pages are published yearly), consumers
return to directories time and again. The average adult refers to the Yellow Pages about
1.4 times a week, and 56% of U.S. households use the Yellow Pages weekly and 76%
monthly.

No intrusiveness: This is because consumers choose to use the Yellow Pages; they are
not considered an intrusion. Studies show that most consumers rate the Yellow Pages to
be favorable. Among users, 79% agree that Yellow Pages are an important source of
information, and 76% report that the books are helpful for learning about the new
products.

Dis-advantages of Advertising in
Yellow Pages
1. Timeliness: These pages are printed only once a year, hence become
outdated. Companies may relocate, go out of business, or change phone
numbers in the period between the editions.
2. Lack of creativity: While the Yellow Pages are somewhat flexible their
creative aspects are limited.
3. Lead times: Printing schedules require that ads be placed long time
before the publications appear. It is impossible to get an ad in after the
deadline, and advertisers need to wait long time before the next edition.
4. Clutter: A recent study by Avery Abernethy indicates that the Yellow Pages
(like other media) experience problems with clutter. Pages can look
cluttered, and your ad can easily get lost in the clutter.

5. Size Requirements: response to Yellow Pages ads are directly tied to

the size of the ads. Study by Abernethy and Labant indicates that for large
directories a minimum of one- half page may be required just to get
noticed.
6. The Internet has led to the decline in the usage of the Yellow Pages, as
users find the Web to be an easier, faster and more comprehensive
7. Your ad is placed together with all your competitors
8.

Ads slow to reflect market changes

Changing Trends of
Yellow Pages
In the past, the Yellow Pages were the only reliable resource for retail
businesses seeking a local audience. After word-of-mouth, consumers relied
heavily on the Yellow Pages for services in a wide range of industries.
Not so today. Multiple studies confirm that consumers report using the
internet first (80% of the time) when they need a new product or
service, and printed Yellow Pages only second or third (about 50% of
the time.)

Statistic
s
According to Advertising Promotion and Other Aspects of Integrated

Marketing Communications by Terence A. Shimp

In a recent year the following national companies all invested over

$20million advertising in yellow pages.

Service Master- $51 Million
U-Haul- $30 Million
State Farm Insurance- $35 million
Budget and Ryder- $20.5 Million

Examples of Advertisements in
Yellow Pages

Advertisement in
Audio / Video
cassettes & CDs

Advertisement in
Audio / Video cassettes & CDs
Audio Video advertisements refer to the advertisements on audio video
cassettes CDs and DVDs. It is an audio visual medium of advertising. The
CDs, Cassettes, DVDs carry message of the advertisers in between the
featured films, audios, videos or on the cover of the cassettes and CDs and
DVD or inside the packing of the CDs, Cassettes and DVDs
In 1990s this media was very popular, but with the growth of cable television
advertisements this medium is on a decline.
As VCRs and home movies exploded in popularity,video cassettesbecame a
viable advertising option. This viability rests in part on the modest cost
associated withproducingmany business videos. AsTarget Marketnoted,
video companies could produce and distribute avideo cassette advertisement
for as little as $1.50 per unit in the mid-1990s. These cassettes are often
categorized into three general types: promotional videos, demonstration
videos, and training videos.
Target Audience: Specific audiences, particularly attractive to young people

Advantages:
Longer shelf life
Economical

DisAdvantages:
Audio-Video Advertising is a low cost advertising but it is possible that
viewers may fast forward the recorded advertisements and may not listen or
watch the advertisements.

Examples of
Advertisements in and on CDs

Examples of
Advertisements in and on Cassettes

Case Study
Marketing TOP GUN Cassette
When ''Top Gun,'' the No. 1 box-office success of 1986, is released
on video cassette March 11, it was accompanied by a marketing
campaign worth $8 million. This is as much or more than what is usually
spent to send a new movie into theaters, and millions of dollars more than
this has never been spent to advertise a new video cassette.
A Diet Pepsi commercial for the cassette of ''Top Gun'' is to be
introduced on the Grammy Awards television show in February. A
60-second version of the commercial will be included at the start of
every ''Top Gun'' cassette. The tie-in between Paramount Pictures
and Pepsi-Cola is a dramatic example of changing trends in the
video-cassette market.
''Top Gun'' will cost $26.95, the lowest introductory price ever asked for
a major movie on cassette. While other companies have just raised
their prices from $79.95 to $89.95, Paramount has lowered its
price from the $29.95 it charged for ''Beverly Hills Cop'' and ''Indiana Jones
and the Temple of Doom.'

 ''Top Gun'' stars Tom Cruise as ''Maverick,'' a reckless fighter pilot.

The Diet Pepsi commercial, which does not use any actors from the
movie, shows ''Mustang'' in a sleek jet fighter doing a barrel loop
to pour Diet Pepsi from a bottle into his cup.
The tie-in with Pepsi allows the two companies to spend more than
it has ever been spent to market, a cassette.

Credits
Aditi : content
Chaitanya : PPT, Research on ad in CD & Cassette, Examples

(images & videos), samples

Itisha : Research on Yellow Pages & ad in CD & Cassette, Case

study & Statistics, Data compilation.

Kavya Jain: Research on Yellow Pages, Sample of Yellow Pages
Kartik : Research on CDs
Rashi : Research on cassette & CDs
Saumya: Research on Yellow Pages