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| Tekijä: | Abernethy, A. M. Laband, D. |
| Otsikko: | Influences on the purchase of yellow page display advertisements |
| Lehti: | Journal of Advertising Research
1999 : SEP/OCT, VOL. 39:5, p. 15-25 |
| Asiasana: | Advertising Buying Service industries Strategic planning USA |
| Kieli: | eng |
| Tiivistelmä: | This article looks at the frequency of display yellow page advertising purchases in 49 major U.S. cities for three different professional services. There are cross-sectional results examined across cities and service providers in an attempt to determine the strategic influences on purchases of Yellow Page display advertisements. It is found in this study that the proportion of service providers purchasing display advertisements falls for larger cities, suggesting that the advertising clutter effect found for other media may also hold for yellow-page advertising. Higher prices for display advertisements across cities and in bigger cities may also result in fewer display advertising purchases by professional service providers. |
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