Teaching a new generation of students about the effectiveness of Yellow Pages advertising is important to the long term sustainability of our industry.
So, for the past three years, the Yellow Pages Association has sponsored the YPA Advertising Challenge for advertising and marketing students and instructors in North America.
In the competition, students create print and Internet Yellow Pages ads for a pre-determined advertiser. Students around the country are busy preparing their ads now, to submit by April 24. We’ll judge the entries in May and ultimately award $10,000 in prizes to the winning students and their academic advisors.
The program was developed by Dr. Joel Davis, Professor of Advertising at San Diego St. University to address the lack of information about Yellow Pages in today’s adverting and marketing curriculums.
Since the introduction of the program during the 2005-2006 academic year the number of student participants has increased from 573 to well over 2,000 and the number of participating schools has increased from 67 to 189. More importantly, over 90% of both students and instructors said that they had a better understanding of the Yellow Pages medium after participating in the competition.
There’s still time to participate. If you’re a professor and would like your students to participate, take a minute to register now.