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The Kelsey Report® Advisory

Yellow Pages I.M.A. Takes the Gloves Off
Charles Laughlin , 6/10/2002

Issue: New Campaign Drives Home ROI Message

News: A new marketing campaign from the Yellow Pages Integrated Media Association (Yellow Pages I.M.A.) aims a very direct message at the general advertising agency and media buying community. That message is essentially that Yellow Pages makes the cash register ring while other media are overpriced under-performers.

The objective of the campaign is to get national media buyers to buy Yellow Pages. The campaign was officially launched June 3 and features a combination of trade media advertising (with the theme, "I Am Yellow Pages, I Sell Things"), public relations and digital direct marketing (rich e-mail). Interested media buyers will be directed to a new Web site ( and a toll-free number (1-866-BUYYP) for further information.

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