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Despite the fact that 7. 3 billion was spent on yellow page advertising in 1987, virtually no third-party research of yellow page advertising has been conducted. In response, this study exam- ines the influence of attributes such as size, pictorial stimuli and color on consumers' interest, liking and preference for yellow page advertising. A total of 119 college-age subjects were exposed to entire pages of yellow page advertisements for five different scrviccs and asked to rank which ads they prcferred. Analysis revealed that size is bv far the most imoortant attribute influencine reference. while le;el of pictorial stimhi and color played an insi&ficant role: Implications on practitioners as well as researchers are discussed.
Ruby A. Rouse (Wed,) studied this question.