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How To Create An Effective Yellow Pages Ad Yellow Pages ads resemble no other kind of advertising. They're not aimed at motivating consumers to buy a product, but rather at convincing them to buy a desired product from a particular company. Because companies attract business by showing they've got whatever consumers may want, Yellow Pages ads also tend to be full of brand names and information. The first thing your ad must do is get itself read. Here, your success depends in part on which Yellow Pages directory (or directories) you choose to place your ad. The bottom line is to get the greatest amount of exposure. So compare competing directories on the basis of their usage figures -- not their distribution figures, but the number of actual consumer uses per year. If you then divide directories' uses-per-year figures by their charge for the same size ad, you'll see which directory provides the highest number of uses per dollar. That's the directory that delivers the best value for your money. More tomorrow on yellow pages advertising. Suzie Suzie's Business Startups Weblog Gardening Tools and OutDoor Supplies Posted: Friday 1st April 2005, 1:10 AM

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