Enhancing Yellow's advertising model

This Case Study examines the growth and development of Yellow, given developments in information and communications technology. It focuses on the new advertising based, business model that has emerged, highlighting its benefit to the company, its business customers and consumers in general.

As a result of carefully reading this Case Study, students should be able to:

• Describe the concept of advertising and its context at Yellow 
• Identify factors that led to the development of the current business model
• Outline key features of that business model
• Judge the success of Yellow given recent changes and developments.

Introduction

While you might not immediately recognise the Sensis business name, it is likely its iconic brands such as Yellow™, White Pages®, Trading Post® and Whereis® are well known to you.

Creating successful advertising

Advertising is arguably the most significant element of one of marketing's 4 Ps - promotion.

A model business

Yellow™ has an interesting but relatively complex business model.

Creating a multi-channel format

As was noted in the introduction, Yellow™ is now a multi-channel business.

Providing an effective return-on-investment

Of course Yellow™ can have the most sophisticated and comprehensive information search facilities but the bottom line for businesses advertising with them is the Return-On-Investment (ROI).

Conclusion

Times certainly have changed, and nowhere is that more evident than at Yellow™