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COMPETITIVE MEDIA

Local Search



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Disadvantages

Clutter: Whether using print or digital advertising, even a costly display ad can get lost among all the others for the same product or service. And the cluttered environment provides potential customers with many opportunities for comparison shopping.

Dated: Printed Yellow Pages are set for the year once they are printed. (Digital search and Internet Yellow Pages allow more flexibility to present current information as needed.)

Limited Exposure: Consumers only see most print and online search ads when they are actively looking for a business referral, so there’s no build-up of frequency of your name and information.

Lack of Mobility: Print Yellow Pages are typically viewed in the home or at the workplace, not out of home; payphones are nearly non-existent today. Online search makes search very mobile, but many consumers – especially older adults – don’t access the digital functions.