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Benefits Of Using ARC Research
ARC, A Pioneer In Yellow Pages Research. Since 1986 ARC Research has been dedicated to supporting Publishers, CMRs, and directory advertisers in the Yellow Pages industry. As we have done extensive research for these constituencies, our research results are deemed credible. ARC has pioneered research techniques that have influenced the entire industry in terms of how Yellow Pages ads have been marketed. Here are just some of the methodologies developed:
- Directory usage methodology: ARC was the first to offer a syndicated usage study to the industry, which was based on a telephone interview methodology. We were the ones who developed the AIM intermedia usage/category usage study. Back in the mid 1990's, ARC sold the syndicated study to NFO.
- Call volume tests and split run tests: ARC developed the statistical methods employed since the early 1980's to project the call counts, measure ROI and net profit. ARC developed best practices that serve today as standards of how to conduct a call count test, such as the number of phone numbers to meter within an ad, the number of markets to test, etc.
- Split run audits: ARC developed a cost-efficient methodology to determine the extent to which each version of a split run directory is distributed evenly throughout the directory coverage area.
- B2B or Consumer Heading Usage Service: ARC designed an inter-media approach to measuring Yellow Pages heading usage versus other media usage in a specific directory area. Many publishers benefited from this service by updating their directory coverage area results every few years at a low cost.
- Ad2WebTracks - Measured URLs: Recently ARC created the patent-pending measured URL to quantify the volume of traffic that a print ad generates to the advertiser's web site. The measured URL service is paid for by Marketing The Medium on approved projects. Many Publishers and CMRs have benefited from this service. Using ARC as a third party research company provides validation through a hassle free measurement process that is easy for advertisers, CMRs, and publishers by leaving the set-up, troubleshooting, reporting, and analysis to ARC.
ARC, A Company With Extensive Resources. ARC has developed an extensive network of preferred partners who are brought into a project to provide specialty services such as programming, CATI interviewing, and online survey software. This network enables ARC to keep our overhead costs low, while allowing us to offer a wide array of services. Additionally, ARC has intelligence garnered through years of Yellow Pages study implementation supplemented by useful databases that can benefit a directory usage project.
Click on the link below to learn more about the directory adverstising business focus:
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