PT  - JOURNAL ARTICLE
AU  - Avery N. Abernethy
AU  - David N. Laband
TI  - The Impact of Trademarks and Advertisement Size on Yellow Page Call Rates
AID  - 10.1017/S002184990404005X
DP  - 2004 Mar 01
TA  - Journal of Advertising Research
PG  - 119--125
VI  - 44
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/44/1/119.short
4100  - http://www.journalofadvertisingresearch.com/content/44/1/119.full
SO  - J Advert Res2004 Mar 01; 44
AB  - 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. Using the results from 78 split book tests, we find that including trademarks in small in-column yellow page advertisements can have a very strong influence on call rates. Partially confirming previous work, we also find that larger advertisements do generate more calls than smaller advertisements. However, the increase in call rates is not a straight line relationship.