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It is generally true that, "Bigger is Better," 70% of people looking in the Yellow Pages usually look at the bigger ads when they are not sure where to make their purchase. 65% felt that businesses with larger ads in the Yellow Pages usually have established reputations. |
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Ad performance varies according to heading development, defined as the number of displays under the heading - ad performance will decline as the number of displays under the heading increases. |
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Advertisers need to place a larger ad under a developed heading in order to achieve the same response from a smaller ad in a less developed category. |
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| Yellow Pages Facts and Media Guide, 2001 |
