Most yellow pages ads fall short when measured for maximum effectiveness. "Yellow Pages Advertising" explains & illustrates how to create the most effective ad for your business. It answers advertisers questions like: Which directory should I advertise in? Under which classification? What size ad do I need? What should I say in my ad? How do I layout & design an effective ad? How can I track my results? With more than 60 illustrations, "Yellow Pages Advertising" guides the reader through the entire process of creating the most effective ad, from selecting the right border to developing copy that sells. It shows the advertiser how to protect himself from salespeople who place their interests above their customers & reveals how publishers get advertisers to spend more money in their directories. "Yellow Pages Advertising" blows the cover on ineffective items of advertising that business owners waste money on every year. Jeffrey Price, a former top salesman, manager & trainer for both telephone & independent directory publishers, speaks on yellow pages advertising to business owners & directory salespeople nationwide.