Directional Advertising (buyers seeking sellers)

Directional advertising directs buyers to sellers when they're ready to buy, so there is an established need. Examples: yellow pages (print and online), search engines and newspaper classified ads.

Creative Advertising (sellers seeking buyers)

Creative advertising is media designed to appeal to potential customers and to
create a desire to buy. Examples include: radio, television, magazines, newspapers, banner ads, billboards and direct mail.

A featured presence in directional products, such as Internet yellow pages delivers key messages to customers at a critical stage in the purchase process -- When they are actively seeking information and are ready to buy.