Bureucracy

THE YELLOW PAGES AS A SOURCE OF PRODUCT AND BRAND INFO

A Research
Presented to
The faculty of Marketing
College of Business Administration and Accountancy
MindanaoStateUniversity
MarawiCity

In Partial Fulfillment
Of the Requirements for the Degree
Course Mktg. 198
(Marketing research)

By:

Abdul-AzisAmerol

Amir Salman Malatus

February 2010

CHAPTER I

THE PROBLEM AND ITS SCOPE

      INTRODUCTION

      Yellow Pages is the thick directories of telephone listings and display advertisements, represent the fifth most popular advertising medium, attracting 6 percent of total advertising spending. Almost all advertising in Yellow Pages is local advertising.

          Telephone book advertising is another way of reaching your market area. It allows you to place your business listing or ad in selected classifications within the book, with the theory being that when people need your product or service, they look up the classification and contact you.
          Organization is a collection of individuals seeking common goals. it emerged from group of people whose desire in achieving their common goals is to cater the interest and satisfy the wants and needs of the community.

      Telephone Yellow Pages salespeople often employ the technique of selling as large of ad as they can to one company, then showing the companies in the same classification that the one company is doing so that they can make it or beat it.

      CONCEPTUAL FRAMEWORK

      This study was based on the cases related to Yellow Pages as a product and brand info. These were: rejection of customer, exposition, question and ad dissatisfaction.

      Figure1. Yellow Pages as a source of Product and Brand info.

STATEMENT OF THE PROBLEM
      This research aimed to know the Yellow Pages as a source of Product and Brand information among the residents of “purok Manuang”, specifically it will sought to answer the following questions:
      1. What...