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The Kelsey Report® Advisory

Yellow Pages I.M.A. Takes the Gloves Off
Charles Laughlin , 6/10/2002

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.

Copyright � 2005 The Kelsey Group. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under Federal law. The Kelsey Group disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

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Copyright© 2006 The Kelsey Group. All Rights Reserved.