RT Journal Article
SR Electronic
T1 The Customer Pulling Power of Different-sized Yellow Pages Advertisements
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 66
OP 72
DO 10.2501/JAR-42-3-66-72
VO 42
IS 3
A1 Avery M. Abernethy
A1 David N. Laband
YR 2002
UL http://www.journalofadvertisingresearch.com/content/42/3/66.abstract
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).