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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Other Media
V. Developing the
Integrated Marketing
Communications Program
Figure 13-10 The Yellow Pages use a usage rating system
CPM Based on Directory Circulation
Cost for a
Directory Circulation Full-Page Ad CPM
A 509,000 $28,000 $55.01
B 505,000 21,000 41.58
13. Support Media © The McGraw−Hill
Companies, 2003
3. Lack of creativity. While the Yellow Pages are somewhat flexible, their creative
aspects are limited.
4. Lead times. Printing schedules require that ads be placed a long time before the
publications appear. It is impossible to get an ad in after the deadline, and advertisers
need to wait a long time before the next edition.
5. Clutter. A recent study by Avery Abernethy indicates that the Yellow Pages (like
other media) experience problems with clutter.
6. Size requirements. Response to Yellow Pages ads is directly tied to the size of the
ad. A study by Abernethy and Laband indicates that for large directories a minimum
of one-half page may be required just to get noticed. 27
Audience Measurement in the Yellow Pages Two forms of audience
measurement are employed in the Yellow Pages industry. As with other print media,
circulation is counted as the number of either individuals or households possessing a
particular directory. But Yellow Pages advertisers have resisted the use of circulation
figures for evaluating audience size, arguing that this number represents only potential
exposures to an ad. 28 Given that households may possess more than one directory,
advertisers argued for a figure based on usage. The National Yellow Pages Monitor
(NYPM) now provides Yellow Pages directory ratings and usage behavior by market.
Using a diary method similar to that used for broadcast media, this ratings method
allows advertisers to determine both the absolute and relative costs of advertising in
different directories (see Figure 13-10). Statistical Research Inc. (SRI) conducts
national studies to measure Yellow Pages usage. Simmons and MRI provide demographic
and usage information.
The trade association for the Yellow Pages, the Yellow Pages Integrated Media
Association (www.yellowpagesima.org and www.yppa.org), provides industry information,
rates, educational materials, and assistance to advertisers and potential advertisers.
The YPPA also disseminates educational and statistical information.
There are numerous other nontraditional ways to promote products. Some are
reviewed here.
Advertising in Movie Theaters
Another method of delivering the message that is increasing quickly (to the dismay of
many) is the use of movie theaters to promote products and/or services. Commercials
shown before the film and previews, with both local and national sponsorships, have
replaced cartoons. In addition, ads in theater lobbies, at kiosks, and on popcorn tubs
and drink cups are used. For example, Coca-Cola Co. has frequently advertised the
Coke Classic brand in movie theaters. PepsiCo, Sears, Gap, and Target have also
employed this medium, as have numerous other companies. McDonald’s, Clairol, and
Toyota are prime users. At least one study has estimated that more than one-half of all
theaters show ads before the films (Figure 13-11). The growth rate has averaged 20
percent a year sine 1992, resulting in a $400 million industry by 2001. 29 On videos,
companies place ads before the movies as well as on the cartons they come in. Pepsi
CPM Based on Directory Usage (Ratings)
Total
References Share of Cost for a
Directory per Year References Full-Page Ad CPM
A 58,400,000 76.9% $28,000 .48
B 17,500,000 23.1 21,000 1.20