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Direct Response in Radio Advertising

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…. Read more » 

Use of Toll-Free Numbers on the Internet

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 and web pages.

FINDINGS SUMMARY

The results of this study, focusing on the use of toll-free numbers by companies on the FORTUNE 500SM list, show 86% of these companies use a toll-free number, and 80% of them use a number with the 800 prefix. Fifty percent of these companies with toll-free numbers used a vanity number, (numbers that translate into words for easy recall), with the 800 prefix (as opposed to toll-free 888, 877 or 866) being used 80% of the time…. Read more » 

General Use of Toll-Free Numbers as Direct Response Vehicles in Television Advertising

Effective use of toll-free numbers has produced numerous business success stories. As companies expand their use from customer retention and direct mail to print and broadcast advertising, toll-free numbers are finding their way into more and more advertisements.

FINDINGS SUMMARY

The results of this study, focusing on the use of toll-free numbers in the television medium, show 24% of commercials using toll-free numbers as response mechanisms, with 91% being toll-free 800 numbers (as opposed to toll-free 888) and 57% being vanity numbers (numbers that translate into words for easy recall)…. Read more » 

Use of Toll-Free Numbers as a Direct Response Vehicle in Super Bowl XXXIV Commercials

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.

The results of this study, focusing on the use of direct response in television commercials aired during Super Bowl XXXIV, show 16% of advertisements using toll-free numbers as response mechanisms, with 91% being 800 numbers (as opposed to toll-free 888 or 877) and 100% being vanity numbers (numbers that translate into words for easy recall). The results also show 63% using Internet addresses. Overall, 73% use toll-free numbers or Internet addresses or both…. Read more » 

Use of Toll-Free Numbers in Super Bowl XXXV Commercials

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. The results of this study, focusing on the use of direct response in television commercials aired during Super Bowl XXXV, show 100% of the toll-free numbers used were vanity numbers (numbers that translate into words for easy recall) with 85% of those numbers beginning with the 800 prefix (as opposed to toll-free 888, 877 or 866). Overall, 20% of advertisements shown during Super Bowl XXXV used toll-free numbers…. Read more » 

2005 Use of Toll-Free Numbers as Direct Response Mechanism in Television Advertising

Effective use of toll-free numbers has produced numerous business success stories. This study examined the use and growth of toll-free phone numbers in television advertising, and demonstrates that marketers do not rely solely on the Internet to communicate with their customers. As companies expand their use from customer retention and direct mail to print and electronic advertising, toll-free phone numbers remain a prominent response mechanism for advertisers…. Read more » 

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