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Patrick Boardman's Articles in Advertising
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Search Engines versus Online Yellow Directories
Business owners are often approached to buy online advertising from companies who endeavor to sell Internet listings to cash in on the concept of locating goods & services on the Web. The difference is in the call to action, a factor that's built into webmasters' descriptive snippets for informational queries, with a link to the advertiser's website, whereas a Super Pages type of listing gives only a name, address, and map. Serious buyers simply use a browser.
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