The Offer: The Yellow Pages in Melbourne, Australia, sought to demonstrate advertising efficacy in its small business pages, so it created a case study. Working with Clemenger Proximity Melbourne, Yellow Pages set up a temporary pizza restaurant. In its marketing, it offered a free pizza to anyone who found the shop - the details for which were advertised only in the Yellow Pages. It made the pizza shop's location non-central so patrons found it only through the directory or word of mouth.
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