Case Study Pages:
Enhancing Yellow's advertising model
This Case Study examines the growth and development of Yellow, given developments in information and communications technology. It focuses on the new advertising based, business model that has emerged, highlighting its benefit to the company, its business customers and consumers in general.
As a result of carefully reading this Case Study, students should be able to:
- Describe the concept of advertising and its context at Yellow
- Identify factors that led to the development of the current business model
- Outline key features of that business model
- Judge the success of Yellow given recent changes and developments.
While you might not immediately recognise the Sensis business name, it is likely its iconic brands such as Yellow™, White Pages®, Trading Post® and Whereis® are well known to you.
Advertising is arguably the most significant element of one of marketing's 4 Ps - promotion.
Yellow™ has an interesting but relatively complex business model.
As was noted in the introduction, Yellow™ is now a multi-channel business.
Of course Yellow™ can have the most sophisticated and comprehensive information search facilities but the bottom line for businesses advertising with them is the Return-On-Investment (ROI).
Times certainly have changed, and nowhere is that more evident than at Yellow™
Creating successful advertising
Creating a multi-channel format
Providing an effective return-on-investment