Mass marketing in general - people's decision to select a particular service provider is based upon mixed emotions and circumstances - fear, greed, sex, gregarious nature, time poor, laziness - bombarded with marketing in daily life - value for money - perception is reality - projected image very important - professional, stable, reliable etc.

Know your customer - analyse and select market sectors that suit your business approach - Fumapest provides a "premium service company at competive prices" we target domestic localities with high disposable income - and certain industries which need safe effective service - assess the prime motivational factors that influence the customers decision to buy from you - look the demogaphics - assess your capacity and relative cost to service those target markets.

Yellow Pages display advert design techniques used by FUMAPEST

Prima facie - at first sight - at a glance - advert has a prominent FUMAPEST name / logo at the top of the advert - overall the advert must look professional - authoritative - relevant - well ordered - easily to read - different from others - designed to impart confidence to consumer that the job will be done right - NOT cluttered - confusing - avoid obvious self engrandisment - praising "the best" "the leader" unless you can back it up

A emotional tag - listed on or near top of advert - connect with the customers likely state of mind - with Yellow Pages they are looking to buy now - we use "Our Experience is your Peace of Mind" - another good example of a slogan with emotional is "Tip-Top's the one ... good on-ya Mum" - in many of our markets people fear many of the pests - termites can big damage, no insurance, an essential service - spiders arachnophobia etc - cockraoches spread salmonella etc

Prominent phone number - call to action - after all a prime objective is to have the customer call you

Website prominent - with good reasons to look it up - YP advert directs many of our new customers to our website where we display lots more information - work well together.

Plenty of room - put phone number, website and important text at least 1 cm space from on side of the advert - otherwise advert could be on spine and phone number obscured (not a good idea)

Custom design advert for each YP locality - be different - if most of others use alot of red and blue - then use a green background - loook at what they offer - be different - appear better.

Select colours wisely - different colours mean different things - green and brown - nature - environment - down to earth - genuine - blue - dark blue is an authority colour (police) - light blue - fresh - clear headed - dark purple regal colour - yellow energy (sun) - avoid bight green yellow sickness (bile)

Symbols can also have an influence on the buying decision (subconsciously) eg the circle is the chinese symbol of friendship - motherhood - a double OO in your phone number (here's looking at you).

Best size is a 4UD or bigger - Sydney local directories close soon - end of December to January - we recently analysed the cost for Sutherland of a 3P (3UD in full colour) vs 4C (4UD in multi-spot colour) - the latter is 7% dearer BUT has 33% more advertising space (and closer to the front) .... more details

4UD in multi-spot colour - green, red, blue, black, YP yellow (no white) - percentage 10% to 100% for green, blue and black - this advert type is not used very well in Sydney 2009 yellow pages - very few use the 10% graduated colour - see our ad design re a 4UD multi-spot colour and 4UP black & YP yellow