directory advertising

Dictionary of Marketing Terms for: directory advertising
directory advertising

advertising that appears in a specialized directory classified according to some purpose. Although the most commonly known classified directory is the Telephone Yellow Pages, some 7000 classified directories of various types are published in the U.S. each year-by real estate locators, trade associations, chambers of commerce, industrial groups, government agencies, newspapers and advertising services, and other organizations. Each directory features advertising aimed at the publisher’s specialized field.

As compared to other forms of media, directory advertising is usually less expensive and provides advertisers with the opportunity to call attention to their product or service at a time when the customer is actively looking and prepared to buy.

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