In my work as an advertising consultant one of the most frequent comments I hear from clients relates to the amount they spend on Yellow Pages advertising.
The problem seems to be that while the ads work - the cost of the ads is so high that they are disappointed with the return on their investment.
The issue is not just the cost of an advert.
You need to be able to measure the response to each individual advert.
If you can't measure it you can't manage it - a measure of your response will give you the cost per enquiry which is the "magic" figure.
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