| Measurement & Accountability Partnership |
The yellow pages industry has launched a new testing program for national advertisers. It replaces the successful Marketing the Medium program.
The new program, called MAP for Measurement and Accountability Partnership, reflects the new initiative’s objective: To nurture and protect top national accounts. This is important in light of the rapidly changing marketplace, increasing competitive pressure, and high turnover among advertiser chief marketing officers and senior advertising executives.
The program focuses on top national accounts which generate more than 60% of national print yellow pages revenue. These advertisers will be considered for ongoing call measurement testing, contingent on publisher approval and budgets.
Participating publishers are AT&T, Idearc, RHD/Dex, Local Insight Media/Cincinnati Bell and Yellow Pages Group. The Association of Directory Marketing staff will coordinate the program, assist with test design, track test lines and maintain test results in the PAYS database.
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MAP Contact List |
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Annual Call Goals - Description |
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| Yellow pages directories provide a measurable return on an advertiser's investment. Using special technology to count phone calls, an advertiser can determine response to a yellow pages ad and estimate return on investment for sales revenue or profit. This document explains how to determine annual call goals before a test and calculate ROI based on test results. Designed for non-financial people. See test request form above for call goal worksheets. |
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Test Request Form - Updated November 2009 |
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The PAYS database compiles industry data to demonstrate the effectiveness of yellow pages advertising. PAYS, which stands for Proof that Advertising in Yellow Pages Sells, is the only database of national test results available in the industry. By using PAYS data, Certified Marketing Representatives, agencies and directory publishers can more accurately plan yellow pages ad programs and tests.
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Pays Summaries Reports |
