in response. Frankly, that sounds like quite a bargain.   Again, these numbers are based on merely increasing the size of the ad, not changing it in any other way. I rarely recommend using a full-page ad; its just not worth it. Youll get close to the same response with a 3/4 page ad.   Should You Use Color?   This question is always one of the first asked of me by small business people. My response is always, "Maybe." Red, blue, green, and white are all eye-catching but is it worth paying 50%-60% more?   Unfortunately, color ads usually cost at least two times (or more) the normal price. I am a believer that a color ad will most likely have a decent pull. However, I am also convinced that a well-developed black and white Yellow Pages ad can have the same or even stronger pull.   As a matter of fact, I would recommend changing the size or placement of your ad before you consider using color. Remember, people will call you based on the content of the ad. The photo and color of the ad only support the content. If you get the content right, even if its not in color, you are going to enjoy an advantage over all your competitors.   However, with all that said, if you have the budget for a color ad, and youve designed a strong pulling ad using Yellow Pages ad best practices, then why not use color? For a well-established business with the cash flow this might be a smart choice. For the up-and- comer, I suggest being conservative - be a smart advertiser before being a flashy one.   Tracking the Success of Your Yellow Pages Ad   Do you know what percentage of your business currently comes in through the Yellow Pages? If you know how well your current ads and listings are working, you can make informed decisions about next years program.   Track your ads. Ask your customers if they found you in the Yellow Pages. If you have multiple ads under different headings or listings or even in different directories you may want to ask them, "What page of the phone book did you find our number on?" The book will probably be right in front of them. The page number will tell you which directory and which listing section.   If you advertise in multiple Yellow Pages, consider using separate phone numbers. Develop a call log to keep track of the calls that come from the different ads. This will allow you to have empirical data from which to decide whether its advantageous to be in more than one Yellow Pages book.   Heres a Little Secret that Will Ensure that Your Yellow Pages Ad is a Success!