Advantages of Yellow Pages advertising: * One ad works all year long. * It gives your prospect a method of easily locating and contacting your business, even if they didn't initially know your name. * It can help you describe the differences between you and your competition. * You pay by the month instead of one large payment. Disadvantages of Yellow Pages advertising: * You must commit to an entire year of advertising. * You are immediately placed with a group of your competitors, making it easy for the prospect to comparison shop. * Some classifications are so cluttered with advertising that your ad becomes buried and ineffective. * It is only effective when a prospect looks you up in the correct classification, assuming the prospect knows what classification to look for in the first place.