Issue: New Campaign
Drives Home ROI Message
News: A new
marketing campaign from the Yellow Pages Integrated Media Association
(Yellow Pages I.M.A.) aims a very direct message at the general advertising
agency and media buying community. That message is essentially that Yellow
Pages makes the cash register ring while other media are overpriced under-performers.
The objective of the
campaign is to get national media buyers to buy Yellow Pages. The campaign
was officially launched June 3 and features a combination of trade media
advertising (with the theme, "I Am Yellow Pages, I Sell Things"), public
relations and digital direct marketing (rich e-mail). Interested media
buyers will be directed to a new Web site (www.buyyellow.com) and a toll-free
number (1-866-BUYYP) for further information.