RT Journal Article
SR Electronic
T1 The Impact of Trademarks and Advertisement Size on Yellow Page Call Rates
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 119
OP 125
DO 10.1017/S002184990404005X
VO 44
IS 1
A1 Abernethy, Avery N.
A1 Laband, David N.
YR 2004
UL http://www.journalofadvertisingresearch.com/content/44/1/119.abstract
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.