Here are some links to some sites about yellow page advertising.
One of the biggest mistakes people do in there yellow page ads is to put their company name and logo at the top of their ad where the headline should be. The headline should have something that gets the customer's attention and draws them to your ad instead of the competitions. Most ads look pretty much the same. Your want your ad to be different from the rest and stand out.
http://www.businessknowhow.com/marketing/yellow-pages.htm http://www.pmmag.com/CDA/ArticleInformation/features/BNP__Features__Item/0,2379,135036,00.html
http://yellowpagesprofit.com/ http://www.greatyellowpageads.com/ http://www.max-effect.com/
