Alphabetical Section White Pages Every business is entitled to a free listing in the alphabetical section (the White Pages)
Anchor Listing A reference line that directs the reader to a display ad
Bold Listing The company name is printed in bold, capital letters
Business-to-Business Directory Provide information to assist business purchases
Cooperative Advertising Advertisements that are funded jointly by the manufacturer and the retailer
Core Directory Has the largest reach and greatest usage; includes information for the entire market
Directional Media Point consumers in a direction where their purchases can be made, include telephone directories, newspaper classifieds grocery store
Display Ad A quarter-page or larger Yellow Pages ad which may include graphics and logo, color or special design options
Foreign Advertising Yellow Pages advertising that’s place in directories other than the one that Represents the area where the advertiser’s business is physically located
Four Color Printing See Process Color
Gutter Ad Display ad that falls along the fold; easier to overlook than other ads on the page
In-column Ad (in yellow section) Ads that are place alphabetically within the column, regardless of size, under the appropriate classified heading
Independent Non-utility Publisher; directory companies that aren’t affiliated with telephone service providers
Internet Yellow Pages (IYP) Online version of the Yellow Pages; is accessed online by computer; national in scope
Local Search Service provided by some Internet Search Engines (Google, Yahoo) to provide information about local businesses, even those without a Web site
Local Yellow Page Sales Rep Work one-to-one with businesses in placing their ads in the local directory
Lone Display Ad Ad that falls before or after the section it belongs in, so isn’t seen by visitors to that section; such ads are essentially worthless
Niche Directory Targeted to special demographic groups, like foreign language, universities, or women
Process Color Four-color printing; used for four-color color printing process, composed of percentages of cyan, magenta, yellow and black, which creates a full-color look
Spot Color Using two or more non-contiguous colors in an ad
Suburban Directory Neighborhood directory; covers a small localized area
Trademark A legally registered symbol or mark, representing a particular brand, product or service
Traditional Media Magazines and TV, compared to directional media, like the Yellow Page directory
Utility Publishers Produce directories for telephone service providers, like the Baby Bells, which make up 87% of the Yellow Page revenue; compared to the Independents
White Knock-Out A printing technique that gives display ads a white background
White Pages Directory The white section of the phone directory that lists businesses alphabetically; every business receives a listing at no charge