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YP 101

Advertising Contract
A legal document signed by a Sales Representative and a customer, outlining, in detail, the advertising a customer has agreed to purchase.
Advice
A publisher’s method of editing information or giving special instructions on any CMR transaction.
Alternate Listing
A listing that is used to provide an alternative number when a business cannot be reached at the primary location.
Anchor Listing
A customer’s name, address and telephone number, appearing alphabetically as an in-column listing that refers the consumer to a display ad under that heading (e.g., "See Our Display Ad on Page__").
Annual Program
A media plan that enables the advertiser to review and approve their Yellow Pages advertising on an annual basis, usually for a 12-month period.
Associated Directory
A directory that shares White Pages with other directories. The main directory would be the book from which other associated directories extract their White Pages.
Association of Directory Marketing (ADM)
Organization that liaisons with advertisers, agencies and publishers to promote national Yellow Pages marketing. The Association of Directory Marketing’s mission is to grow advertisers’ businesses and, in turn, industry revenues by maximizing the value of directory advertising.
"Bell" Utility Directory
A directory published by a telephone service provider (Alltel, Bell South, Dex, Sprint, SBC, Verizon).
Billing Cycle
The actual number of months the directory is going to be "on the street," usually 12 months.
Business-to-Business Directories
Yellow Pages directories that contain only commercial or industrial headings. These directories are distributed only to businesses, and often cover a larger geographic area than do comparable consumer directories.
Business Office
The local telephone provider department that handles all necessary changes to the way a telephone listing is established. A business name, address and telephone number must be established with the business office in order to print in the White and Yellow Pages. For select accounts, the CMR communicates with the business office on behalf of the client.
Caption
Optional item available in Trademark or Trade Name ads. Used as an identifier of listings within the trade ad (e.g., Dealer).
Caption Arrangement
An arrangement of a customer’s listing information in the White or Yellow Pages in which the listed name appears only once with two or more addresses and telephone numbers. Used by customers who have several locations or several departments within a location.
Certified Marketing Representatives (CMR)

Agencies certified by the Yellow Pages Association (YPA) to sell the National Yellow Pages product.

Certification includes evaluation in three areas: financial capacity, operational ability and professional sales and marketing capabilities.

TMP Directional Marketing is the largest recognized CMR.

Check Monthly Form
A form the client receives to review and approve advertising for a specific directory. A check monthly form does not contain a TMPDM recommendation and is sent only to clients who prefer to maintain the same advertising from year to year.
Close Date
Date by which all advertising orders, copy and artwork are due to a directory publisher.
Closed Program
Trade program where only the national client can advertise under the trade brand name. The national client pays for all trade items and trade listings.
Co-op Advertising
Advertising jointly funded by the manufacturer and dealer for their mutual benefit. The national advertiser and the local dealer share the cost of the local Yellow Pages advertising.
Companion Directories
Compact, briefcase-sized directories designed for use on-the-go in home offices, etc. (also referred to as Mini Directories or Midi Directories).
Competitive Analysis
Analyzing and evaluating the Yellow Pages advertising place by competitive advertisers. An analysis may include a review of markets, directories, headings, color, ad sizes, ad graphic elements, messaging, copy and competitive expenditures.
Competitive Local Exchange Carrier (CLEC)
A telephone provider that operates as a reseller of the incumbent local exchange carrier’s telecommunications services, or enters the market as a facilities-based provider.
Coupon
A Yellow Pages advertising item that offers the consumer a discount on services provided by the advertiser. Consumers are usually directed to the coupon section by an ad in the Yellow Pages section of the directory. Coupons are often added as incentives by publishers for other ad or ad size upgrades.
Cover
Advertising sold and placed on the inside back, inside front, or outside back directory cover.
Coverage

a. Geographic Coverage - An area or geographic region to which a directory is distributed.

b. Demographic Coverage - Includes the reach of a targeted audience (e.g., men ages 35-44, number of homeowners, etc.).

c. Directory Coverage - A listing of cities and towns covered by each directory.

Creative Review
The complete ad design process, including existing advertising review, concept development and evaluation and modification. Creative Reviews often include focus group testing, field visits, and other comprehensive fact-finding.
Cross Reference Heading
A classified heading under which no listings appear, but refers the consumer to another classified heading covering the product or service.
Cross Reference Listing
A listing that refers directory users from a business’ commonly used name or former name to another listing. Cross reference listings are available with or without a phone number.
Cutback
A publisher may shorten the amount of time a directory is "on the street" to less than the original circulation length. Normal directory circulation is 12 months (i.e., if, after publication, the publisher decides to print another issue sooner than 12 months from the previous issue’s publication, a credit is received).
Direct Marketing Association (DMA)
The industry’s leading trade association, dedicated to helping members increase their effectiveness and profitability. DMA provides industry knowledge and techniques, education, legislative representation and targeted marketing opportunities.
Directional Marketing
Any advertising and marketing support that directs a potential customer toward the completion of the sales process or service selection and continues to enhance customer interaction and loyalty past the point of sale.
Directory Code
A six-digit code that identifies each publisher’s directory. The code numbers are assigned by YPA and print on the outside spine and/or inside front cover of each directory.
Directory Overall Value Estimator (DOVE)
A TMP Directional Marketing value-added directory assessment tool that provides advertisers with "apples to apples" comparisons of competing directories as well as directories across MSAs. The DOVE model provides an automated, consistent, statistics-based method for evaluating a directory and predicting its usage level.
Directory Selection
The process of determining which directories a dealer should advertise in based on radius, demographics and directory coverage.
Discontinued Directory
A directory that is no longer published. The directory could be eliminated completely or rescoped into one or more other directories.
Display Ad
An item of advertising placed by a dealer(s) within a block of space (1/4 page, 1/2 page, etc.) using logos, illustrations, copy and dealer location; usually placed at the front of the heading.
Established Listing
A listing (name, address, telephone number) that has been set up with the telephone provider’s business office. If a listing is not established, publishers will not allow it to print in the White or Yellow Pages.
Ethnic Directories
Yellow Pages directories published for specific cultural groups. A growing market, a growing opportunity for advertisers.
Expanded Distribution
An increase in the distribution of the directory beyond the prior year distribution area with no rescope in the directory content.
Extension
A publisher may lengthen the amount of time a directory is "on the street" to more than the original circulation length. Normal directory circulation is 12 months. If a directory has an extended distribution, the client is charged for the additional time the advertising is "on the street."
Finding Line
Name of an advertiser’s product or service used in a Trademark or Trade Name.
Foreign Directory
A directory other than the primary directory that covers the area where the customer is physically located (e.g., San Diego would be a Foreign Directory for a customer located in Los Angeles).
Foreign Listing
Any listing placed in a directory that has coverage other than the area where the business is physically located. Toll-free listings (800 numbers) are also considered foreign and are subject to foreign listing billing from the publisher, separate from invoices generated by TMP for Yellow Pages advertising.
Free Listing
A Yellow Pages listing given to a business phone number upon installation. Most businesses are entitled to one free listing under their heading of choice from their phone company in their primary Bell utility directory (also referred to as a Service Regular Listing or SRL).
Graphics Formats
Various files used to email artwork (e.g., tif, jpeg, Illustrator).
Hanging Listing
A listing that appears outside of an established caption arrangement or paid advertising in the White or Yellow Pages. Usually these listings are not owned by the utility publisher, but by an independent carrier.
Heading
A category often referred to as a classification, listed alphabetically in the Yellow Pages section of a telephone directory. Advertising is listed alphabetically under each heading.
Hometown Directory
A telephone directory that serves the dealer’s primary local community.
In-Column Listing
The alphabetical arrangement of listings and ads in the Yellow Pages under a heading.
Incentives
Special offers or discounts from publishers that encourage advertisers to consider placing other types of advertising. Generally, special offers are discounts for new or increased advertising.
Incumbent Local Exchange Carrier (ILEC)
The only local telephone service provider for a geographic area prior to the 1996 Telecommunications Act.
Indent
When a customer has two or more business listings with identical names, different telephone numbers and/or addresses, the additional listings may be indented under the main listing. The name would only print once in the main listing.
Independent Directory
Those publishers of Yellow Pages directories who are privately owned and not affiliated with the local utility company or Bell utility directory.
Initial Distribution
The provision and distribution of a directory to subscribers located within a publisher’s delivery area. Annual distribution usually commences during and immediately prior to the publication month of the directory.
Issue Date
The month and year a directory is published and distributed.
Internet Yellow Pages (IYP)
Online Yellow Pages listings that allow consumers to find local businesses, products and services in their area via their computer instead of through traditional White and Yellow Pages directories.
Local Advertising/Local Account
Advertising placement arranged through the publishers’ local sales representatives (versus National Advertising placed through a CMR). Local advertising is usually billed to the customer on their monthly phone bill.
Main Listing
The customer’s primary name, address and telephone number (also referred to as a Primary Listing).
Media Plan
A comprehensive Yellow Pages advertising plan that presents directory recommendations to a client annually or bi-annually rather than on a monthly basis.
Metropolitan Statistical Area (MSA)
Geography assigned by the government to identify major metropolitan market areas within the U.S.
National Advertising/National Account
Nationwide advertising program placed through a CMR. An advertiser may place his entire advertising plan through one contact and receive one invoice per month. An advertiser must meet the NYPS (National Yellow Pages Service) basic requirements (i.e., 20 or more directories, 3 or more states, 2 or more publishers and maintain 30% of billing outside of their state).
Non-published Listing
A listing that appears on directory assistance records without the telephone number and does not appear in the telephone directory.
Non-traditional Products
Directory items such as tabs, coupons, color, tip ons, spine advertising, cover advertising, consumer guides, etc.
Non-YPA directory
A Yellow Pages directory that does not use the YPA Elite system, an electronic data exchange system facilitating the movement of orders, graphics, and artwork, to communicate with CMRs.
Not Established Listing
The name, address and telephone number of a customer who is not currently reflected in the publisher’s records.
Out-of-Business
Telephone service that is disconnected, and no other telephone number has replaced it.
Primary Directory
The dominant directory used in a given area, usually a Bell utility directory.
Primary Listing
The customer’s primary name, address and telephone number (also referred to as a Main Listing).
Process Color
A method of printing that uses four inks (cyan, magenta, yellow, and black) to produce all other colors. Also referred to as "four color" or "full color," process color is required to reproduce color photography.
Publisher
The organization responsible for compiling and producing information contained within a telephone directory.
Publisher Liaison
The role that TMP plays between the client and the publisher to field and filter all communications.
Publisher Specifications
The exact dimensions of an ad, including size, font, spacing, etc. "Specs" vary by publisher.
Query
A publisher’s method of verifying or questioning information, or lack of necessary information, on any CMR transaction.
Recommendation Form
A form the client receives to review and approve advertising for a specific directory. A recommendation letter includes a TMP recommendation based on competitive advertising and any available incentives or discounts.
Remote Call Forwarding (RCF)
A local exchange service that automatically forwards all incoming calls dialed to another telephone number in the same or different exchange.
Renewal
A term used for an advertising contract when the customer wants no changes made from the previous issue to the next issue.
Resale/Resellers
The provisioning of bundled loop and port local exchange services and associated vertical services to a CLEC that resells these services to individual end users.
Rescope
A reconfiguration of a current directory. It may be to add or delete exchanges, combine two or more directories into one, or separate one directory into smaller directories.
Return On Investment (ROI)
The sales return on the advertising expenditures invested in Yellow Pages media.
Search Engine Optimization (SEO)
A means of promoting a Web site on the Internet by utilizing search engines, directory listings and linking campaigns to drive site traffic. SEO provides companies a competitive edge to their Web-based initiatives. SEO can be achieved though Natural Search Engine Optimization, or with a Pay-per-click strategy.
Secondary Directory
A directory well represented in a given area, but not the most widely used.
Sectioned Directory
A directory in which listings are organized and separated by a specific geographic location.
Service Order
The term used by most telephone companies for the format of listing and telephone information used by their internal systems. A request for new telephone service, change in existing service or disconnecting services requires a service order and is processed by the telephone company’s business office.
Service Order Number
The number assigned by a telephone company’s business office to any change made to telephone information.
Service Regular Listing (SRL)
A Yellow Pages listing given to a business phone number upon installation. Most businesses are entitled to one SRL under their heading of choice from their phone company in their primary Bell utility directory (also known as a Free Listing).
Short Life
Shortening the life cycle of a directory to less than its normal life of one year.
Smartpages.com
SBC’s online Yellow Pages Web site.
Solicitation Form
A form the client receives to review and approve advertising for a specific directory. Solicitation forms are used for accounts that have a structured Yellow Pages advertising program in place where the corporate office has decided what type of advertising each dealer can place.
Space Ad
An item of advertising consisting of an in-column block of space, measured in inches, containing the dealer name, location and copy points. A logo or illustration can be included.
Spine
The center of a bound directory that connects the front and back cover. Many publishers now offer advertising opportunities on the spine.
Spot Color

A method of printing color in which each color is printed with its own ink. Spot color is generally more affordable than process color when the printed matter contains only one to three different colors, but it becomes prohibitively expensive for more colors.

Most publishers offer spot color, but the selection is usually limited to red, green and blue, and you are not able to specify the exact color, so matching a specific corporate color is not usually an option with spot color printing in the directories.

Straight Line Listing
A listing that includes a name, address and telephone number and is printed flush to a left margin.
Strategic Marketing Plan (SMP)
A plan guided by a client’s specific short-term and long-term objectives. It sets the direction for the account in terms of corporate and field relations, directory selection, research objectives and budgeting.
Sub-caption
A sub-heading phrase that is part of a caption and describes the indented elements below the sub-caption.
Subheading
A Yellow Pages heading within a Yellow Pages heading (e.g., Heading: Restaurants, Subheadings: Chinese, Pizza).
Superpages.com
Verizon’s online Yellow Pages Web site.
Target Customer
People who are most likely to buy from a business and to whom a business actively tries to reach through marketing.
Telephone Carrier/Provider
A telephone company providing basic telephone service.
Tear Pages
A photocopy of the Yellow Pages directory, including specific headings used to measure a competitive environment. They also serve as proof of placement and are a vital auditing tool. TMP Directional Marketing offers an online tear pages program.
Tip-on
A form of advertising that is attached to the front of the directory and can be removed and used in another way (e.g., magnet, postcard).
Trademark
An item of advertising consisting of a logo, copy block and finding line, followed by paid business listing(s).
Trade Name
An item of advertising consisting of a finding line, followed by a business listing.
Trade Listing
A business name, address and telephone number listed within a Trademark ad as a separate chargeable listing.
Trading Radius
The area from which 90% of a dealer’s customers come.
Universal Directory Advertising Code (UDAC)
A code that identifies items of advertising (e.g., DHC, 5HS, ABLN).
Uniform Resource Locator (URL)
An address that identifies the location of a Web page on the World Wide Web.
Utility Company
A telephone company providing basic telephone service.
Utility Publisher
A company that publishes Yellow Pages directories for a Bell utility telephone company.
Velox
The hard-copy output of a photographic process of deriving positive copy from a negative. Yellow Pages art is often sent to the publisher as a paper Velox (also referred to as camera-ready art). TMP Directional Marketing transmits art electronically, removing one step from the process
White Pages Listing
All residential and business telephone service subscribers receive a listing in their primary White Pages directory unless they communicate with the telephone service provider that they do not wish to be listed.
YP Connect
A TMP Directional Marketing product that allows clients instant online account access. YP Connect includes online order and artwork approval, directory specific information, mapping, demographics and research.
YPA Awards
The creative award given by YPA, the Yellow Pages industry association, for innovation in creative design, process or research. See the YPA Awards won by TMP Directional Marketing.
Yellowpages.com
Combines the former online Web sites Smartpages.com (SBC) and Realpages.com (Bell South). Advertisers receive priority distribution in the AOL Yellow Pages search results that are carried across AOL service, AOL.com, Netscape and CompuServe.
Yellow Pages Association (YPA)
The association representing both publishers and Yellow Pages advertising agencies. YPA sets industry standards and regulations. See these and other TMP Directional Marketing credentials.
3235
A form used by TMP to generate changes to any White Pages listings or any free Yellow Pages listings (SRLs). This form is sent to the telephone company’s business office.

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