Although it is important for you to reach certain ROI levels for any of your business expenditures, it is most important to maximize your revenue and profit levels. For example, a trademark ad may give you a higher ROI than a half page display ad, but the half page display ad may bring your company substantially more revenue and profit.

It's a balancing act! Spend only what is necessary to maximize your revenue and profits, all under the constraint of available advertising dollars. But unlike most other media, your results from Yellow Pages advertising can be reasonably measured and your ROI can be calculated.