Formal Business Report Term Paper Example | Topics and Well Written Essays - 1500 words

Formal Business Report - Term Paper Example Apparently, many customers have revealed that they currently rely on online marketing. Furthermore, the report has explained why Yellow Pages are, also, not cost-effective compared to its online counterparts. At the end of the report, there are some recommendations, which we hope will be of much worth in your esteemed company. Regards [Name] Outline: Executive summary Introduction Purpose of the study Scope of the study Sources and methods Results of the survey Conclusion and Recommendation Works Cited Executive summary This study is about Glass & Mirror’s Yellow Pages campaign, which is considered an ineffective marketing campaign. Essentially, the purpose of the study is to gather evidence to show why this method of campaign in not effective. The company, which is owned by Michelle DiFeo, operates within New York’s Westchester County and has relied on the Yellow Pages for marketing since 2004, thereby ignoring other options of advertisement that are being adopted by m any companies nowadays especially in the wake of the internet explosion. The study is conducted by issuing questionnaires to a sample of 50 potential customers from the New York’s Westchester County. The results of the study have largely shown that the Yellow Pages are becoming obsolete as it is quickly being taken over by online marketing. In view of these results, the president of Glass & Mirror is recommended to adopt online marketing and to focus on building the company’s brand name. DiFeo Glass & Mirror Water Yellow Pages campaign Introduction DiFeo Glass & Mirror is a wholesale and retail company owned by Michelle DiFeo, located in New York’s Westchester County. The company has used Yellow pages for advertisement campaigns since 2004 and, hence, has continued to ignore other campaign options such as the internet, which have taken the center stage in the advertisement industry. DiFeo has admitted that use of the Yellow Pages is ‘a force of habitâ€⠄¢ which is worth her investment, but it is clear that she has spent a staggering amount on them - this study will reveal how this expenditure could be ineffective (Stamoulis 4). DiFeo Glass & Mirror has used Yellow Page advertising as one of its best option for product promoting. In New York’s Westchester County, which is the DiFeo Glass & Mirror’s service area, there are tens of phone books. This means that DiFeo Glass & Mirror has to advertise in a multiple phonebook in order to reach many of those who need its services. As a result, DiFeo Glass & Mirror spends thousands of dollars on Yellow Pages campaign. In this study, this campaign is considered absolutely ineffective. Some of the reasons cited for causing Yellow Pages ineffectiveness include the fact that customers are quickly turning to online advertisements, the cost of a Yellow Pages supersedes its benefit, and because the administration of the Yellow Pages is extremely complex (Stamoulis 5). When estimating the benefits of Yellow pages, measurements such as cost per call, monthly calls per phone book and cost per sale are used. A company cannot achieve the utmost results if this information is not available. If the company relies on the sales representative to get recommendations regarding Yellow Pages advertisements,