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Placement costs are a major consideration as you'll want maximum return for your dollar. Listing a Large yellow Pages ad may cost a five figure amount, and that's a lot of money. But it also has the ability to draw many leads to your business, and lasts a full year.
But is that money better spent in more targeted publications, local papers, billboards etc? Price justification is decided after you do some basic research and decide what publication or mediums will best reach your target market. Don't place an ad in the Yellow Pages or any publication just because it's the thing to do. If you currently have success with a particular publication stick with it>.