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The Yellow Pages as An Advertising Tool for Small Businesses

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  • Ralph W. Jackson
  • A. Parasuraman

Abstract

The yellow-pages are an important advertising medium for small businesses. However, the effectiveness of advertising in the yellow-pages is not well understood. This study examined the use of the yellow-pages by a sample of 147 consumers in a southwestern city. The results showed these consumers frequently used the yellow-pages, although their use of it varied considerably depending on the type of business they were seeking. The results also indicated the effectiveness of yellow-pages advertising varied, depending on the size and position of the ad on the page.

Suggested Citation

  • Ralph W. Jackson & A. Parasuraman, 1986. "The Yellow Pages as An Advertising Tool for Small Businesses," Entrepreneurship Theory and Practice, , vol. 10(4), pages 29-36, April.
    • Handle: RePEc:sae:entthe:v:10:y:1986:i:4:p:29-36
    DOI: 10.1177/104225878601000403
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