with print and online advertising If you are developing a marketing plan and you want to attract customers, consider the following:

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1 How to attract customers with print and online advertising If you are developing a marketing plan and you want to attract customers, consider the following: TV, billboards, direct mail, radio, bus benches and most other advertising messages are communicated to people who aren t ready to buy. But Qwest Dex advertising is different. Your Qwest Dex ad is presented to people when they are ready to buy. This simple and essential difference is the reason why Qwest Dex advertising is so effective. This timing, combined with the extensive distribution and high usage, makes Qwest Dex an extremely powerful advertising media. To find out how Qwest Dex can help and why Qwest Dex is so effective, read on. We have prepared this book to familiarize you with the basics of Qwest Dex advertising. If at any time you would like a Qwest Dex Advertising Consultant to personally go over the Qwest Dex product offerings, prices or schedules, do not hesitate to call us at Ext Qwest Dex ADvantage Tip: To attract customers you have to get noticed for what you do best. Tell your story when your prospects are actively searching for it. To expand your customer base, you have to reach new customers. Would you like to reach every home and business in town? To retain customers, welcome them back when they look you up in the Qwest Dex Yellow Pages, White Pages and qwestdex.com. We encourage you to visit our Web Site to experience qwestdex.com, our online directory. You can also click on Advertise With Qwest Dex to find out more about our advertising products.

2 Table of contents Why Qwest Dex advertising is so effective page 1 High usage Market saturation Accuracy, completeness and reliability Precise timing Innovations Print directory products page 4 Yellow Pages White Pages Specialty products Advantages and considerations Qwest Dex Internet products page 20 How qwestdex.com works for you How Qwest Dex drives traffic to qwestdex.com Product descriptions Ongoing support page 25 The Dex ADvantage Your very own consultant Dedication to innovation All statements, claims and inferences in this book are subject to change without notice and are governed by Qwest Dex advertising standards and practices.

3 Why Qwest Dex advertising is so effective Qwest Dex is unique among advertising media because of its precise timing. In addition, Qwest Dex has well-established attributes that make it very effective at helping you attract and retain customers. High usage that results in consumer and business purchases Qwest Dex advertising attracts buyers. 64 percent of adults say they use the Yellow Pages weekly. 1 There are over two million visits to qwestdex.com every month. 2 Qwest Dex users take action. 91 percent of adults have made a purchase using the Yellow Pages percent of users report they have made a purchase or intend to do so after using the Yellow Pages. 4 1, 3, 4 Source: Yellow Pages Publishers Assoc., Industry Usage Study: Annual and Monthly Trends, 1998, Source: NFO/Ad Impact,

4 Market saturation Qwest Dex ads reach just about everyone: every household, every business, virtually every public phone in the Qwest 14-state territory. And Qwest Dex doesn t stop there. We deliver throughout the year, to new businesses that open their doors and to new residents who move to your community. As people turn to the Internet, your business can be there, too, with qwestdex.com Internet Advertising. The growing online market is one you don t want to overlook. Accuracy, completeness and reliability ensure continued usage Qwest Dex print directories have the information people want, when they want it. No wonder people have come to rely on Qwest Dex! The accuracy, completeness and reliability are the reasons people use both the Printed Yellow and White Pages and the Internet Yellow Pages on qwestdex.com. 2

5 Precision timing and targeting Some say timing is everything; Qwest Dex says it s effective. Qwest Dex can deliver your ad to willing buyers when they are ready to make a purchase. Eighty-eight percent of users buy or intend to buy after using the Yellow Pages. 5 The timing must be right, and the targeting right on. Innovations to help you even more Want maximum impact? Innovations such as qwestdex.com can attract customers online. With Internet usage skyrocketing, Qwest Dex can provide you with effective online advertising. qwestdex.com is the most-used Internet Yellow Pages in its 14-state region, with over 2.2 million visitors to qwestdex.com each month. 6 It s a cost effective medium to help you achieve remarkable sales results. Qwest Dex ADvantage Tip: When you advertise, choose a medium that can prove its value. Ask for evidence of advertising effectiveness. 5 Source: Yellow Pages Publishers Assoc., Industry Usage Study: Annual and Monthly Trends, 1998, Source: NFO/Ad Impact,

6 Print directory products that build your business every day This section will show you the many print advertising options Qwest Dex offers. We will provide what you need to make wise advertising decisions. Qwest Dex Yellow Pages The Qwest Dex Yellow Pages is one of the most proven, cost-effective advertising media. It contains four types of ads: display, in-column, trade, and listings. Display ads Display ads are among the most prominent and most effective ads you can buy. Display ads allow you to tell your unique business story boldly and completely. You can add color, photographs, borders, logos and attractive graphic treatment. Display ads have the added advantage of being placed at the beginning of each heading. 4

7 Display ads can be effective for businesses that need a steady stream of new customers. Purchases in this category may be somewhat infrequent, or customer turnover may be high. Display ads are extremely popular with service businesses. Display ads continued An anchor listing comes free with each display ad you purchase. Placed in alphabetical order with the listings and in-column ads, the anchor tells buyers, See our display ad on page 32. The anchor refers those who may search for you by name to your display ad. It lets users know you have a lot more to say about your business. Qwest Dex ADvantage Tip: When developing your Yellow Pages display ad, we recommend you allow Qwest Dex to custom design an ad that communicates what s best about your business. Qwest Dex will design your ad at no extra charge. 5

8 In-column ads In-column ads are placed alphabetically within your industry category. These ads range in size from 5/8 inch to 4 inches. In-column ads can be printed in one color (plus black) and certain sizes may include a logo. Advertisers may also use white knockout background to draw attention to their In-column ad. In-column ads can also be used in combination with display ads to provide you with exposure in additional headings or additional directories. HAPPY FEET ORTHOPEDIC SHOES PRODUCTS THAT BUILD YOU UP! SHOES ACCESSORIES REPAIR N. 33rd Ave, SW, Spokane An in-column ad may serve your purposes if: your industry is not highly competitive. your target market is narrow. you do other forms of advertising to promote your name and reputation. 6

9 Trade ads Trade ads involve the sharing of an ad, usually between a manufacturer and its retailers, or a franchiser and franchisees. The brand name manufacturer or franchiser will often buy the header, usually with the brand logo, and individual retail outlets purchase listings under the header. Qwest Dex ADvantage Tip: Save money on your directory advertising by taking advantage of co-op. Under this plan, major manufacturers may reimburse you for a portion of your advertising expenses when you advertise their brand. Over $30 billion is available annually. Check with your suppliers to see if co-op advertising funds are available to you. If you are a franchisee or a retailer of a sought-after regional or national brand, a trade ad could be very effective. Your Qwest Dex Advertising Consultant can tell you if there is a prepurchased header that can work for you. 7

10 Qwest Dex ADvantage Tip: Want to increase traffic on your Web Site? Give potential customers direction with an Internet Pointer. Internet Pointers are available in Yellow and White Pages. Listings Listings can be very effective when used in combination with a display advertising program. You can increase the impact of your listing with bold type, an extra line or a Qwest Dex Internet Pointer SM. Qwest Dex does not provide boxed borders on listing options. Outlines provided here to separate examples. Listings are usually best at supplementing an advertising program that is comprised of Qwest Dex advertising or other media advertising. If your competitors are not advertising, a bold listing can help you stand out. Combined with an extra line, such as Open 24 hours, a listing could give you the edge in a heading that does not have a lot of competition. Listings are best used to get a bit of exposure in a secondary line of business or a secondary market. 8

11 Qwest Dex White Pages A White Pages ad can allow you to reinforce buyers existing intention to purchase from you. You put a lot of time and money into building a business reputation, a White Pages ad allows your prospects and past customers to find you by name. You can welcome customers back and convey your service orientation to new customers with White Pages advertising. If you get a lot of routine calls about your hours and your location, consider putting this type of customer service information in the White Pages. White Pages products include: Qwest Dex ADvantage Tip: Use yellow highlight to make your White Pages ad stand out on the page. Bold Listing Make your business stand out from the competition: Call attention to your business and make it quick and easy for customers to find you. Bold Name and Number Listing Extra Line Promote your business with helpful details: Answer frequently asked questions such as hours, directions, or refer customers to your Yellow Pages ad. Extra Line Billboard Make your business pop out on the page: Similar to a roadside billboard catch your customer s attention with superbold type, double rules and optional yellow highlight. Billboard with Optional Yellow Highlight Qwest Dex does not provide boxed borders on listing options. Outlines provided here to separate examples. 9

12 TM White Pages continued Qwest Dex Internet Pointer Internet Pointer with Extra Line Advertise your Web site where customers look when they re ready to buy: Point customers to your Web site and/or address and build your business every day with an Internet Pointer. In-Column In-Column Ad with Optional Yellow Highlight Tell your complete story with detailed information: Promote your business hours, Web site, special products and services, plus prominently display your logo and optional highlight. White Pages ads can accomplish the following: greet potential new customers you have generated through networking and wordof-mouth. Phone Service Pages Information, tips & area codes Government Pages City, county, state & federal agencies Business Listings Following the residential listings Community Pages Events, maps & ZIP Codes See The Yellow Pages reduce routine calls for business hours, directions, etc., by including this information in the White Pages. 10

13 Qwest Dex specialty products Could your business benefit from additional exposure? You should know about the specialty advertising products Qwest Dex offers. These products can give you the chance to place a billboard in virtually every home, business, hotel room, and pay phone across the entire market. Inside Cover Ads One of the boldest ways to advertise with Qwest Dex, these prime ads are located on the inside of our directory cover and build awareness across a broad market. Divider Tabs High impact, image building reminder advertising, right in the Yellow or White Pages. Community Page Ads Banners to full-page ads are available in combination with sport and recreational information. 11

14 Qwest Dex specialty products continued Spine Ads We are sure you ll agree that most people store their directory with the spine showing. So why not take advantage of this exposure and advertise on the spine to keep your business topof-mind all the time. Information Guide This audio guide enables you to sponsor recorded consumer information at the beginning of the directory. 12

15 Qwest Dex specialty products continued Online Business Advertising The print Qwest Dex Yellow Pages is not just for those businesses with a phone number and address. Advertise your dot.com business in the Qwest Dex Yellow Pages. On-The-Go Promote yourself to the out-andabout, cell phone crowd in the On- The-Go directory. Many On-The-Go users have located a business they d never visited previously. (Not offered in all markets.) TM 13

16 Qwest Dex specialty products continued Banner Ads in the print Internet Guide These dollar bill-sized banner ads appear one per page within the high-traffic Internet Guide. The Internet Guide appears at the beginning of the Internet headings in many Qwest Dex directories. Qwest Dex Internet Pointer SM A great traffic builder for your Web Site, the pointing finger icon lets people know you have information available to them online. Internet Pointers are available in both Yellow and White Pages. 14

17 Advantages and considerations Getting started If you have business telephone service from Qwest, you qualify for a free, regular listing in both the Yellow and White Pages for your area, as well as on qwestdex.com. While this gives you a presence, most businesses benefit substantially by purchasing additional ad space. Expanding and upgrading While additional ad space is one way to attract more customers, a broader appeal may be useful. You can expand geographically by advertising in multiple directories. And you can promote a broad product line by expanding into more categories. Scheduling Qwest Dex adheres to a tight directory production schedule. Consequently, you should be aware of the deadlines for ad placement. Your Qwest Dex Advertising Consultant may refer to this as a close date. The issue date refers to the day when phone book delivery begins in your area. Your billing cycle also begins at this time. 15

18 Ad content and design Planning your ad First and foremost, your ad should convey a customer benefit. Once you have established the key benefit you offer, you should communicate it as vividly as possible. With that said, we can offer you additional, specific pointers that comprise a successful Qwest Dex Yellow Pages ad. Qwest Dex ADvantage Tip: It s advisable to plan your program well in advance of the placement deadline. Begin while there is ample time to design and produce a wellthought-out advertising program. If you plan display advertising, you should allow enough time to review a proof. With over 100 years of talking to businesses about the effectiveness of their ads, we have learned a few things. By listening to our customers, we have been able to compile valuable pointers about ad design and content. Ad content Whether you have decided to go with a large or small ad, there are copy points that seem to work. We highly recommend you apply the following RASCIL factors to get the most out of your ad. (See page 17). 16

19 Ad content and design continued RASCIL R = A = S = C = I = L = Reliability. Let people know how long you have been successful at what you are doing. Emphasize the credibility of your business and your people by including professional associations/memberships. Offer references. Authorized products and services. What s in a name? Often a name conveys a fair amount of investment, as well as reputation, loyalty, trust and reliability. Highlight the trusted brands you carry. Special features and specialties. People turn to a specialist to get the best value. They want to know you are an expert in your field. You need to let people know why they should choose you over the competition. Complete products and services. Once you have conveyed your uniqueness, round out the picture. People want options. Tell them about yours. When are you open? Do you deliver? Do you offer free parking? Will you provide a free estimate? What kind of payment will you accept? Illustrations, slogans and logos. Attractive illustrations and photos command a second look. A good illustration, though, does more than attract attention; it conveys something about your business your specialty, reputation for excellence, friendly atmosphere and sophistication. Use an appropriate illustration to reinforce your message. (Be sure to have permission to use any illustrations.) Location. Location can pertain to where you are or where you will go to serve a client. Location may refer to your multiple locations or your single convenient location. Use cross streets, descriptions, maps and landmarks to describe your location for easy customer access. 17

20 Ad design As mentioned, good design does more than attract attention; it reinforces your message and conveys something positive about your business. In addition, we have a few pointers you can incorporate into your design. Qwest Dex ADvantage Tip: Ad design from Qwest Dex is included in your advertising purchase. We will be glad to design an ad for you with your input. Proofs are available. Use a bold headline. An assertive statement regarding customer benefits or your target market could be most effective. Use bullet points. People tend to scan the copy looking for what interests them. Prominently display your phone number. Color or bold type is advisable. Utilize a distinctive border. Set yourself apart. Make sure you have enough space. You can sell more if you tell more. 18

21 Tracking ad effectiveness When the directories are distributed, you may notice an increase in customer inquiries. Many businesses have found the increase to be dramatic. Be prepared. Ask your callers how they got your number. A simple tally sheet for each day, totaled weekly, will quantify your Qwest Dex ad s effectiveness. To assist in tracking, you may request a complimentary, preprinted tally sheet by calling Ext

22 Qwest Dex Internet products At Qwest Dex we believe we owe our customers the latest and greatest, state-of-the-art, advertising tools. That s why we offer a full line of Internet advertising products. qwestdex.com works on the same principles of the print directories. qwestdex.com helps you attract willing and able buyers to your business, when they are ready to buy. High usage, follow-up purchases, broad market coverage and product integrity are the foundation of its effectiveness. qwestdex.com enjoys more than 2.2 million visitors each month. 7 What s more, nearly 50 percent of our users contacted a merchant. 8 Qwest Dex has a tradition of bringing buyers and sellers together. True to this tradition, qwestdex.com is even accessible from the Palm VII, the popular handheld device that connects people to the Internet. 7 Source: NFO/Ad Impact Source: NFO Research, Qwest Dex region

23 How qwestdex.com works for you qwestdex.com is an Internet Yellow Pages and local marketplace. Here your customers can find businesses by category, by name, and by location. One can also find individual people by name. If you have not tried qwestdex.com, check it out! In addition to the basic directory, qwestdex.com offers customers the ability to shop online for local services, research products and services, and find city information. As a business customer of Qwest, you qualify for a free listing by your location and by your category. When a user selects an area and a business category, all listings in the category appear. Your free listing would be included. Priority placement is given to businesses that offer users the most additional information by purchasing advertising features. The more features a business has, the higher the placement received. 21

24 How Qwest Dex drives traffic to qwestdex.com Even though qwestdex.com has the highest usage in its class, 9 in our region, we are constantly striving to increase visits to the Site to ensure your business gets exposure. In fact, Qwest Dex is attracting visits at a faster rate than the Internet as a whole. 9 The increasing usage is a result of Qwest Dex s commitment to bring customers to its Site. Qwest Dex promotes usage of qwestdex.com in the following ways: qwestdex.com is promoted on more than 46 million Yellow and White Pages directories Internet Guides in nearly 23 million Qwest Dex print directories Advertising run throughout our region Alliances with many frequently visited local sites, such as The Arizona Republic, The Salt Lake City Tribune and FortCollins.com. Over 5,000 affiliates such as Metroplaces.com, OnWy.com and Montana.com. Constant recruitment of new affiliates 9 Source: I /Pro 2001/Audit; Computer Industry Almanac (12/99) 22

25 Qwest Dex Internet product descriptions Web Links A Great Way To Drive Prospects to Your Web Site Once you have established a Web site for your business, one of the biggest challenges you will face is getting traffic to it. One of the most effective ways to get prospects to visit your site is to have a Web Link from qwestdex.com. That way when visitors search your business category for possible suppliers, your business can stand out and be selected. Qwest Dex ADvantage Tip: Links give you priority placement in the Qwest Dex Internet Yellow Pages. The more features you have, the higher your name appears in the listings. Visitors who click on the Web site icon are taken to your site. Fast Facts A quick reference page Fast Facts gives your customers a quick reference page about your business. You can display hours of operation, brands and services carried, special news and other important information that customers want when they are ready to buy. Listings Extra exposure in additional markets or additional headings As with Qwest Dex Yellow Pages, your business gets one free listing on qwestdex.com. Some businesses find customers look for them in several headings or in several markets. Make sure you advertise in all the right places with additional qwestdex.com listings. 23

26 Local Banner Ads Online traffic generators To get even more traffic to your Web Site, consider Local Banner Ads. Your banner ad delivers 5,000 or more impressions per month, geographically and categorically targeted, on nationally-branded Web sites in your local area. A click-through capability is included, meaning consumers who click your banner ad will be linked to your Web Site. Specialty Products Online specialty products provide additional ways to attract business. Restaurant Menus Whet your prospect s appetite by featuring your menu online. It could be just the message you need to attract new patrons. Qwest Dex ADvantage Tip: The Qwest Dex Internet Pointer in your Yellow and White Pages ad or with your listing, drives traffic to your Web Site, where buyers can learn more about your business. Yellow Pages Info Qwest Dex Yellow Pages Info is an exact replica of your Yellow Pages print display ad. Since your ad is already developed, you can easily and quickly build a compelling Internet presence at very little additional cost on your qwestdex.com listing Request Match Now Qwest Dex, along with ServiceMagic.com s proprietary technology, match consumers with qualified, local service professionals addressing more than 485 common home services from housecleaning and repair to landscaping, home additions and remodeling. 24

27 Ongoing support Qwest Dex is confident you will be pleased with your advertising. Qwest Dex s contribution to your ongoing success doesn t stop with the publishing of your ad. Qwest Dex offers additional support to qualifying advertisers. The Dex ADvantage The Dex ADvantage is a quarterly newsletter sent to all our advertisers. Within its pages you will find a wealth of valuable information to help you communicate more effectively with your customers and prospects. The newsletter also includes information about exciting new Qwest Dex products to help you grow your business. Most importantly, The Dex ADvantage is a forum for our customers to share ideas and contribute articles of interest. 25

28 Your very own consultant At Qwest Dex, we make a serious effort to allow you to work with the same Advertising Consultant each time you call. We believe you will get better and more insightful service if a professional at Qwest Dex gets to know you and your business. Dedication to innovation Today, tomorrow and into the twenty-first century, Qwest Dex will be here to serve you with products that will help you build your business every day. 26

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