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YPA Home Page

Welcome to the Yellow Pages Association's web site for faculty and students.

The site contains:

• information on the current YPA Yellow Pages Advertising Challenge,

• winning entries from the three past YPA Yellow Pages Advertising Challenges, and

• the Understanding Yellow Pages monograph.

All information is accessible from the pull-down menus on the top of every page.

YPA Yellow Pages Advertising Challenge

The 2007-2008 academic year marked the third year of the YPA Yellow Pages Advertising Challenge. Nearly $10,000 in prizes was awarded to winning students and their faculty sponsors. You can view the winning entries from the three prior Yellow Pages Advertising Challenges by using the "Yellow Pages Advertising Challenge Winners" pull-down menu on the top, right of this page.

We are pleased to announce that U-Store-It has agreed to be the client for the 2008 - 2009 competition. You can use the pull-down menu on the top, center of the page to enter the competition section of the site.

Understanding Yellow Pages Monograph

This five part document will help you better understand the dynamics of the yellow pages industry and yellow pages advertising, as follows:

• Section 1: Industry Overview will familiarize you with the characteristics and dynamics of both print and Internet yellow pages.

• Section 2: Media Promotion discusses how all media, including the yellow pages, compete for advertisers' expenditures and the specific techniques each medium uses to position itself against competitive media.

• Section 3: Advertiser Options provides an in-depth view of the range of advertising placement and format options for print and Internet yellow pages directories.

• Section 4: Creative Development places the development of yellow pages advertising in the broader context of general advertising creative planning. Specific creative guidelines for the development of print and yellow pages advertising are presented.

• Section 5: Consumer Dynamics addresses three key areas: the type of audience attracted and delivered to advertisers by print and Internet directories, the reasons why individuals use print and Internet directories, and how consumers perceive and respond to directory advertising.