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Why You Might Not Need That Full Page Ad

September 4, 2006 by Brendon Sinclair Leave a Comment

I have a client who is in a fairly specialised niche. He takes a full page Yellow Pages advertisement every year because his main competitor does.

In fact the rep says to my client “You need to take a full page ad because your competitor does. You don’t want him to get an advantage do you?”

Yellow Pages Ads Might Not Be Truly Effective

What The Competitor Says

At a function last week I met the competitor. I asked him why he takes a full page Yellow Pages ad. He said:

“I hate to because it’s so expensive and doesn’t give us a huge amount of business, but my main competitor always takes a full page ad and the rep says I need the same size so he doesn’t get a big advantage.”

The Last Person…..

The last person you should believe when you’re buying advertising is the advertising rep. They can pretty much make any statistic fit the scenario they’re selling.

Cheers
brendon-signature

Filed Under: Business Marketing

About Brendon Sinclair

Brendon is the Founder and CEO of Tailored Media. He is one of those rare creatures who can not only tell you how to do it, he’s done it himself, with a vast array of experience across a broad range of areas from marketing public companies, national brands, large retail operations and much more.

He can be found on Twitter, Google+ and Facebook.

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