The yellow pages as an advertising tool for small businesses
Article Abstract:
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. (Reprinted by permission of the publisher.)
Publication Name: American Journal of Small Business
Subject: Business, general
ISSN: 0363-9428
Year: 1986
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17 of America's foremost foreign freight forwarders
Article Abstract:
Interviews with leading freight forwarders reveal their management objectives and forecasts for the cargo moving industry. Computerization should reduce paperwork.
Publication Name: American Import-Export Management
Subject: Business, general
ISSN: 0279-4470
Year: 1982
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