Yellow Pages has unique advantages in integrated marketing communication. It is authoritative, has wide coverage, fast publishing speed, long publishing time, and convenient updates. When consumers purchase terminal links, it has low cost in promoting purchasing behavior. , large benefits, fast and convenient query, strong practicality and other characteristics.

1. Yellow Pages is an information base media with a high recognition rate

From the nature of the media, Yellow Pages is essentially a communication tool and social information base. In addition to its function as a communication medium for finding phone numbers, it is also a social information database. It also functions as a tool for understanding and researching local politics, economy, culture, life, market and other social information. Since the construction and compilation of information databases and tools are extremely scientific and accurate, the public has a high degree of trust in them under the influence of the "communication contract relationship" formed in long-term communication practices. For example, according to a survey, the recognition rate of US Yellow Pages advertisements and other various directory information is as high as 99%. Such a high recognition rate is unmatched by other types of mass media. The Yellow Pages is an information base with a high recognition rate, a media with unique advantages in integrated marketing communication. It has wide coverage, long release time, fast release speed, and convenient updates. It serves as a terminal link for consumers to make purchase decisions. It has a unique position in the process of promoting purchasing behavior, with fast and convenient query, low cost, high efficiency, and more practical value-added service content.

2. Yellow Pages is a media with unique advantages in integrated marketing communication

From the perspective of integrated marketing communication, Yellow Pages, as a think tank media, plays an important role. Compared with other communication media, it has the following advantages:

3. Wide coverage space and long publishing time

The enterprise coverage rate of Yellow Pages reaches almost 80% . Through business development, Yellow Pages can completely cover all enterprises in the cities and communities it serves, or all enterprises within a certain network domain. The Yellow Pages are available at any time. Such a high coverage space and such a long continuous release time are difficult to achieve by radio, television, newspapers and other media.

4. Fast publishing and easy updating

After the company-related information is submitted, it can be seen online immediately. It is updated in a timely manner. If there are any changes in your registration materials, they can be changed immediately without delaying the business development of the company. It can be flexibly used to carry out corporate image promotion, marketing, advertising promotions and public relations communication.

5. As the terminal link for consumers’ purchasing decisions, it has a unique position in promoting purchasing behavior

Yellow Pages is a way to communicate between companies and consumers by providing the most direct contact information. media. Judging from its content, the Yellow Pages are very closely related to citizens' lives. It provides the most direct contact phone number information, and includes basic content related to the information needed by ordinary residential users for their daily life and consumption: including food, clothing, housing, transportation, leisure and entertainment, Sports and fitness, culture and education, medical drugs, transportation and communications, welfare, tourism, shopping, etc. are close to citizens, close to life, convenient for life and consumption, and play the role of life guide and consumption guide for the public. Therefore, unlike most media that present advertising information directly to the audience, commercial information such as advertisements published in the Yellow Pages completely follows consumers' purchasing intentions and provides relevant information about the company in a timely manner when consumers look for phone numbers, thus Become the terminal link for consumers' purchasing decisions, and ultimately promote consumers' purchasing behavior. It can be seen that it is often in a very unique position and plays a unique role in the consumer purchasing decision-making process.

6. In the past, my country’s Yellow Pages also had exclusive advantages in information dissemination

Now mass communication has entered the era of focus, with newspapers, television, radio and other media rapidly subdividing, and similar competition Increasingly intense. For example, TVs in many areas of our country can already receive more than 30 channels, and as broadband technology facilities are put into use, more than 100 channels can be received. There are more than a dozen newspapers that are frequently and widely read, but my country's Yellow Pages are usually only owned by one newspaper within its coverage area. Through this communication channel, industrial and commercial information, advertisements, etc. are published without worrying about being covered up by similar media information.

7. Query is fast and convenient

In order to facilitate enterprises to find ideal partners from tens of thousands of enterprises and institutions, we have designed keyword query, fuzzy query, advanced query, etc. Multiple query methods, you only need to know a little bit of information about the company, even just a few digits in the phone number, approximate geographical location, etc., you can easily find it.

8. Yellow Pages is a low-cost, high-efficiency media

According to survey data, the cost of publishing various commercial information through Yellow Pages is obviously much lower than other online media methods. From the results of the media investment power survey, we can see that the Yellow Pages is the most convenient and direct first choice media for old customers to inquire; from the perspective of investment and direct business benefits, the Yellow Pages can be said to be cheap and good.

9. Yellow Pages also has more practical value-added service contents

Generally, other value-added service contents that meet user requirements are launched on Yellow Pages websites. These contents are related to Customer-related practical columns. Internet users can publish some information in relevant columns according to their own needs. For example, Harbin and Dalian Yellow Pages have launched the "Information Express" column, in which customers can publish discounts, recruitment, enrollment, leasing and other information. For example, 58.com focuses on cities, providing information on rentals, pets, vehicles, flea markets, tourism, education, dating, office and other life information in various places.