MKTG 313 Lecture Notes - Lecture 5: Audience Measurement, Yelp
Support Media - Lecture #5
Measurement in Promotional Products Marketing
Owing to the nature of the industry, specialty advertising has no established
ongoing audience measurement system. Research has been conducted in an
attempt to determine the impact of this medium, leading to the following results:
• 70percentreporthavingreceivedapromotionalproductinthelast12months.
• 88 percent recalled the advertiser’s name.
• 83 percent say they like receiving promotional products.
• 38 percent say it is a constant reminder of the advertiser.
• 53 percent of those using the promotion used it once a week.
• 71 percent generally keep it.
Yellow Pages Advertising
While once a staple in almost everyone’s home and a required medium
for local advertisers, advertising expenditures in the Yellow Pages have
been in serious decline. As younger consumers turn to search and online
direc- tories like Yelp to seek information, fewer and fewer are using the
Yellow Pages print editions. At the same time the use of the online
Yellow Pages (YP.com) has been increasing. YP.com notes that over 80
million people visited its website in 2014 where there are more than 20
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Document Summary
Owing to the nature of the industry, specialty advertising has no established ongoing audience measurement system. While once a staple in almost everyone"s home and a required medium for local advertisers, advertising expenditures in the yellow pages have been in serious decline. At the same time the use of the online. While the boomer market is an attractive and lucrative one, nevertheless, the long-range forecast for the. Yellow pages particularly the print edition is not promising (figure. For example, calls to businesses from yellow pages ads have a 50 percent conversion rate versus a 3 percent rate from online search. 18 the yellow pages are thus considered the final link in the buying cycle. Yellow pages advertising: how times have changed! While once a staple in almost everyone"s home and a required medium for local advertisers, advertising expenditures in the yellow.
