Directory Feature Evaluations

Use ARC To Evaluate Awareness, Usage, & Effectiveness of Directory Features!

ARC has extensive experience evaluating directory features using quantitative and qualitative methodologies. ARC has conducted many evaluations for Publishers, CMRs, and Advertisers. Here are some case studies that illustrate the different approaches taken to meet client objectives:

Back Covers: In order to evaluate the effectiveness of advertising on a back cover, ARC crafted a quantitative and qualitative research program that evaluated the impact of back cover ads on consumers and businesses. ARC conducted focus groups and telephone interviews using random digit dialing among consumers and businesses to gauge the impact on the image of a company having an ad on the back cover of a telephone directory as well as to provide insight into the design elements of the back cover ad. Several different metrics were obtained during the telephone survey: unaided recall of back cover ad, total recall of ad (unaided plus aided), brand recognition, image of advertiser, likelihood to contact advertiser, and directory usage. Results showed that back cover ads can be highly effective at building image and driving revenue.

White Pages Configuration: Publishers are continually faced with decisions regarding the impact on residents and businesses of expanding traditional directory coverage areas, adding or eliminating outlying area directories, and reconfiguring the directory. One Publisher rearranged the configuration of the residential and business White Pages so that there was one White Pages residential section, one White Pages business section, and no community White Pages. ARC was commissioned to evaluate the impact of this reconfiguration on residents and businesses. ARC used an experimental research design, to conduct telephone interviews using random digit dialing among residents and businesses within the each of the geographic areas impacted. Happily, the results of this study showed that both residents and businesses were positively impacted by the reconfiguration.

Heading Usage: What does an advertiser do when there are many headings to choose from for advertising their services, especially when the headings are driven by fast-paced changes in technology terms? ARC answered this question by using a focus group methodology that consisted of both quantitative and observational techniques to find out how the target business decision-makers used the directory to find the advertiser's services. During the audience measurement session of each group, diagnostic exercises were used to develop an understanding of technology terms and of the impact of ad size and heading on company selection. During the discussion session, relevant purchase process and brand perception questions were talked about. The advertiser came away with a sound strategy on how to advertise technology services under different headings.

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