If advertisers like General Motors, Ford, McDonalds, Taco Bell, Coca-Cola, Pepsico, Microsoft, Burger King, Toyota, Home Depot, Wendy’s, ConAgra Foods, Wal-Mart Stores, American Express, Colgate Palmolive, Intel and many others are looking beyond what agencies they are accustomed to working with and are looking towards connecting with their consumers in a big way, then they have to look beyond brick and bring in a creative team that can help them do that.

Consumers today aren’t ignorant and in this age of reality television and shock factor mentality, advertisers need to step up to plate and shed their skin to be able to reach new age of consumers, ones that are their core audience, ones that will have brand loyalty.

By Louis Victor – New Age Media Concepts, August 31, 2004 www.namct.com info@namct.com 888-463-9237

Notice business name. Does it tell you what enterprise actually does (aside from category it’s in)? Generic names like R&J Enterprises don’t cut it. If name isn’t informative, you might need a slogan or tagline - but do make it unique to you.

Is information arranged to be easy to read? Every ad is a compromise between saying enough and arranging it to clearly communicate an attractive impression. Does most important information stand out? Is it easy to find (without being too packed in)? What catches eye first? Second? Third?

How complete is information? Does it provide what callers are most likely to ask about? Customers are concerned about convenience. Does ad include crucial location, hours, extra services, parking, payment options, after-hours contact, etc.? Is there a way for them to get extra information (like a booklet or from a Web site)? Give bonus points for that.

Look word for word. Is every one essential? Is anything important left out? Is it organized with bullets or clusters so related information hangs together?

Next, consider ads around it A Yellow Page ad never appears in isolation. And what goes on with nearby ads influences way people respond to yours - more than specifics of your ad. What else is on page, and pages before and after yours? Be honest now, do they do a better job of grabbing eye? Is whole page a blur - without a clear attention grabber? And if there is one, what makes it stand out better than yours? How can you improve on it?

Assessing your ad is first step to making a better one The real value of critiquing your Yellow Page ad is to sharpen your own eye to pick up crucial differences among competing ads. Practice in other categories where you don’t have a stake. Soon you can tell in a glance which ads have more appeal - and why.

Find free expert assistance in developing a first-rate Yellow Page ad at http://www.yellowpagesage.com. Or arrange for a professional critique of your ad, so you don’t miss a trick. Either way, you’ll find ample ways to improve your ad that will improve its performance. And you will be ready when next directory comes around. ©2004, Lynella Grant