Direct Response in Radio Advertising

Abstract

Effective use of direct response mechanisms, especially toll-free numbers, has produced numerous business success stories. As companies continue extending their use from customer retention to marketing, direct response mechanisms are found in more and more advertisements. This study focuses on the use of direct response in radio advertisements. The results show 29% of advertisements use toll-free numbers as response mechanisms, with 66% being 800 numbers (as opposed to toll-free 888 or 877) and 72% being vanity numbers (numbers that translate into words for easy recall). The results also show 24% use Internet addresses, and 57% use some form of direct response.

FINDINGS SUMMARY

The results show 29% of advertisements use toll-free numbers as response mechanisms, with 66% being 800 numbers (as opposed to toll-free 888 or 877) and 72% being vanity numbers (numbers that translate into words for easy recall). The results also show 24% use Internet addresses, and 57% use some form of direct response.

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