More Than 1,700 Students Participate in YPA’s Yellow Pages Advertisin... https://www.lsainsider.com/more-than-1700-students-participate-in-ypa...
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How Custom
Mapping
More Than 1,700 Students Technology
Helps
Participate in YPA’s Yellow
Companies
Find Hyper-
local Business
Pages Advertising Data in
Emerging
Markets
Challenge
May 19, 2010 | Contributed by: Larry Small Introducing
Co>Op
Connect, LSA’s
New Co-op
While Yellow Pages continue to be one of the most widely-used mediums Advertising
Service
for local business search, the industry’s offerings are rarely discussed in
college and university marketing and advertising classes— leaving the next
generation of advertisers and marketers in the dark about the benefits of
multi-platform local advertising.
Popular Posts
Five years ago, the Yellow Pages Association launched a competition
designed to raise awareness for print and Internet Yellow Pages advertising Google My
Business
among college and university advertising and marketing students, as well Looks
Increasingly
as increase the likelihood that instructors would cover Yellow Pages in their
Like 'CRM Lite'
course materials. for SMBs
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The Yellow Pages Advertising Challenge asks undergraduate students at
Study: How
two and four year U.S. and Canadian colleges and universities to create Google
Reviews, Star
print and Internet Yellow Pages advertising for a local business. The Ratings Impact
program provides valuable “real-world” experience for students just starting Local SEO
Rankings
their academic careers in curricula including marketing, advertising, and
graphic design. It also increases their exposure to Yellow Pages, their
overall positive experiences and/or attitude towards its offerings, as well as Study: SMBs
Continue to
their perceptions about the role Yellow Pages plays in the advertising mix. Invest in Social
Media, Not
Sure It’s
In addition to having their work showcased on the YPA Academic website, Working
and competition winners and faculty sponsors share nearly $10,000 in total
award prizes.
SMB Panel:
The Demand
for Service and
We are delighted to announce that the 2009-2010 academic year the Problem of
competition was the most successful ever with approximately 1,050 Scale
combined entries from more than 1,700 students across nearly 150
schools. After 20 Years
of Hard SAAS
Lessons,
This year’s top three winners include: Verizon-Owned
Yahoo Small
Business
Primed for
First Place: Ashley Rich
Growth
Faculty Sponsor: Carole Mauge-Lewis
School: Kennesaw State University
View entry here.
Archive
Second Place: Kelsey Kohler
Roland Rueppell
Faculty Sponsor: Victoria Muschek
School: San Diego State University
View entry here.
Third Place: Joseph Byer, Jr.
Faculty Sponsor: Vivek Madupu
School: Missouri Western State University
View entry here.
##
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Contributed by: Larry Small
Mr. Small began his Yellow Pages career in 1979 with
the Leland Mast Directory Company in Kansas City. As
a premise sales rep, Mr. Small was inducted into the
president’s club as well as achieving the honors of
Rookie of the Year and Grand Master. He was
promoted to sales manager over Mast’s newly formed
St. Louis Division in 1982.
In 1985, Mr. Small joined the American Association of Yellow Pages
Publishers (AAYPP) as manager of marketing services. In this position, he
oversaw the development of the CO-OPSM handbook and worked with
manufacturers and distributors in creating co-op programs that were
applicable to the Yellow Pages medium. In 1986, Mr. Small was promoted
to Director of Marketing Services, responsible for overseeing all research
activities as well as the Association’s award-winning university curricula
expansion program.
In 1988, upon the formation of the Yellow Pages Publishers Association
(YPPA) through the merger of the American Association of Yellow Pages
Publishers and the National Yellow Pages Service Association (NYPSA),
Mr. Small was promoted to the position of Vice President of Marketing
Services, a position he held until November 30, 2001.
During that time Mr. Small was responsible for such diverse activities as
research, communications, benchmarking, collateral materials, Marketing
the Medium, industry speaking engagements and a variety of meeting and
convention activities. His extensive knowledge of the Yellow Pages Industry
has made him a popular presenter at seminars and conventions worldwide.
In addition, he was YPPA’s point man on media interviews during his tenure
there.
From December 2001 until December 2003, Mr. Small was a partner at
CRM Associates, a Boulder, Colo.-based Yellow Pages consulting firm.
In January 2004, Mr. Small was appointed to the position of Director of
Research of the YPA, where his responsibilities were to oversee and advise
on all YPA research activities. He retired from YPA in 2010.
Mr. Small received a Bachelor of Science degree in Business
Administration from the University of California at Los Angeles and a
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More Than 1,700 Students Participate in YPA’s Yellow Pages Advertisin... https://www.lsainsider.com/more-than-1700-students-participate-in-ypa...
Master’s degree in Business Administration from the University of Missouri
at Columbia. He is a member of the American Management Association
and the American Marketing Association.
Tags: academic, advertising, Advertising Challenge, college, contest,
graphic design, higher education, internet, IYP, Kennesaw State University,
marketing, Missouri Western State University, print, PYP, San Diego State
University, students, university, Yellow Pages, Yellow Pages Advertising
Challenge, Yellow Pages Association, YPA
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