The impact of trademarks and advertisement size on Yellow Page call rates

Avery M. Abernethy and David N. Laband

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.

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

Avery N. Abernethy and David N. Laband Auburn University

The Yellow Pages are a 13.2 billion dollar adver­tising market with revenues exceeding those of magazines and local radio (Statistical Abstract of the United States, 2001), which reaches 98 percent of U.S. households (Mangel, 1992). Many local ad

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