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.
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Jackson et al. (1986) studied this question.
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