PT - JOURNAL ARTICLE AU - Avery M. Abernethy AU - David N. Laband TI - The Customer Pulling Power of Different-sized Yellow Pages Advertisements AID - 10.2501/JAR-42-3-66-72 DP - 2002 May 01 TA - Journal of Advertising Research PG - 66--72 VI - 42 IP - 3 4099 - http://www.journalofadvertisingresearch.com/content/42/3/66.short 4100 - http://www.journalofadvertisingresearch.com/content/42/3/66.full SO - J Advert Res2002 May 01; 42 AB - In this paper, we analyze a sample of 745 yellow pages test advertisements to empirically estimate the influence of purchases of different sizes of yellow pages advertisements on customer call rates in the marketplace, controlling for different competitive situations, different market sizes, and the different call levels routinely generated by different yellow page headings (e.g., pizza delivery versus roofing services).