Development of a Yellow Pages Media Unit for a Promotion/Advertising Course

Abstract

The Yellow Pages are relegated to the “other media” discussion sections of traditional advertising and promotion management textbooks. The medium in total now represents approximately $10.5 billion in total sales through more than 6,000 directories which are published annually. Yellow Pages now meets the total volume of radio as a medium.

This paper develops an outline for suggested topics for either a promotion management or advertising course to investigate the Yellow Pages as a vital and necessary medium. Topics include background of the Yellow Pages, advantages and disadvantages of the medium, creative work, placement, research and future trends.

Students are generally not being exposed to the Yellow Pages in an effective manner either in textbooks or in the classroom. There exist manifold career opportunities in the field, for employment after graduation. Further, since most Yellow Pages advertising is local in scope, many graduates may find the need to work with the medium in their marketing careers.

The teaching unit, as presented, can be utilized in a skeleton format for a single class period. At the instructor's choice, the unit can also be presented in enough depth for a week of class sessions. The goal is to provide students with a working familiarity with the Yellow Pages, for career growth and educational development.     

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ABSTRACT

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