test your knowledge of the yellow pages!

Our least favorite advertising unit:
a) Trade Mark
b) 1HS
c) One spot color ads

a) Many large national advertisers without proper guidance have fallen into the trap of placing Trade Marks in multiple markets. While this ad unit may have some utility for national retailers in multiple locations, even for them it is not an economically sound buy.

b) The 1HS is one of our favorite units.  Unfortunately it is being phased out or being made exorbitantly expensive.

c) The jury is still out on the value of one spot color in yellow pages advertising.  What can be said is that in most directories the premium charge for adding color makes this otherwise interesting option too costly. ----By the way----where did the publishers come up with that anemic red?  We remember when red used to look like red!

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