[troutman]

We are planning our marketing strategy for the next Yellow Page book to be published in October.

I find increasingly, that more and more customers are finding us by internet searches rather than the phone book. Some people tell me they throw out the book when it arrives.

Yellow Pages is offering us packages combining a book ad and an internet marketing budget.

What would be the pros and cons of doing the internet marketing ourselves with Google AdWords, and only paying Yellow Pages for a book ad?

Can we reduce marketing costs AND generate more calls?