The Marketing the Medium® program proves to national advertisers
that Yellow Pages generates sales and profits. Typically, an advertiser
tests a current ad versus a larger ad. The response to each ad is
tracked using unique phone numbers. This data is useful in calculating a
return-on-investment (ROI). ROI is important because advertisers need
justification for their ad spending. The MTM program also is valuable
for defending existing Yellow Pages programs. Marketing the Medium®
is the most successful program ever designed to prove Yellow Pages works
in the marketplace.
For information, contact Nancy Augustine, Sr. VP, Association of Directory
Marketing, at 412-269-3620 or via email at naugustine@admworks.org.
