The context of the advert is pretty much matterless as most businesses will be saying roughly the same thing.
However, generally when people look up in the yellow pages they either already know the company they are looking for and are after the phone number - therefore make your name BIG so they can find you easily.
Or they are looking for someone close to them, so make your telephone number and STD code BIG (always have at least a landline number advertised, it makes people thing you have a office) and also show to a lesser extent, your address and postcode