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The Kelsey Report® Advisory

YPPA’s Integrated Approach to National Marketing
Charles Laughlin , 11/9/2000

Issue: YPPA’s Coordinated Attack on Non-Traditional Advertisers

News:  The Yellow Pages Publishers Association’s national growth initiative is using an ambitious, integrated marketing approach to solve the old problem of getting the attention and respect of media buyers at general advertising agencies. The national growth campaign, coordinated by YPPA National Marketing Vice President Neg Norton, features several key elements:

              · A business-to-business ad campaign targeting media
                buyers through direct mail and ads in publications such
                as Ad Age and AdWeek.
              · A public relations effort aimed at influencing media 
                decision makers.
              · A Web site supporting the arguments in favor of putting
                Yellow Pages in the media plan (www.buyyellow.com).
              · The deployment of sales representatives dedicated to 
                pursuing accounts managed by general agencies, and 
                the inclusion of Yellow Pages in the Media Passage 
                media-buying system.

The ad campaign and PR effort are being handled by the Martin Agency, which produced the now-suspended “Get An Idea” campaign featuring comic actor Jon Lovitz. A multimedia ad placement network, called Media Passage, is available to expand ad agencies’ ability to buy brand advertising in print directories.

YPPA’s Norton told The Kelsey Group (TKG) that the program’s “integrated approach” sets it apart from past, unsuccessful efforts to break Yellow Pages into general media buys. “This is not just about sales,” he says. “This is also about marketing communications.”

Indeed, the ad campaign and the Web site are closely linked to direct sales efforts and the Media Passage infrastructure for placing Yellow Pages advertising, which is best suited for “Brandsell” efforts (that is, the placement of consumer product advertising in related Yellow Pages headings). 

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