THE IMPACT OF SIZE, COLOR, AND COPY QUANTITY ON YELLOW PAGES ADVERTISING EFFECTIVENESS.

Yellow Page advertising often consumes a substantial portion of a small business's promotional expenditures. However, other than that offered by Yellow Page publishers themselves, relatively little research has been conducted to assist the small business person in gauging the actual effectiveness of certain types and sizes of yellow page advertisements. This article discusses findings of a study designed to determine the effectiveness of the size, number of colors and extent of copy in yellow page advertisements. The findings, many of which challenge conventional wisdom about yellow page advertisements, can help guide small business people to place cost-effective, productive yellow page advertisements. [ABSTRACT FROM AUTHOR]