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Toll-free Numbers in Radio Advertising

Overview

Effective use of toll-free numbers can substantially increase advertising response rates. The results of this study, focusing on the use of toll-free numbers in radio advertising, show that an advertisement using a toll-free vanity number (a number that translates into words for easy recall) yields 14 times more phone calls than an advertisement using a toll-free numeric number. Sixty-seven percent of these calls are local calls (originating from the same area code).

KEY FINDINGS… Read more » 

Telephone Number Recall in Radio Advertising

Overview

Effective use of toll-free numbers has produced numerous business success stories. Vanity toll-free numbers — telephone numbers that spell words or phrases — are a common response tool in many advertising media, including print, direct mail, outdoor, television and radio. Previous studies and anecdotal evidence suggest consumers retain toll-free vanity numbers better than “hybrid” or numeric numbers, increasing the response rate of ads that include vanity numbers…. Read more » 

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 » 

Consumer Recall Rates of Phone Numbers in Advertising

Overview

This study examines the consumers’ recall of vanity 800 numbers (mnemonic phone numbers that transpose into words on the telephone keypad, i.e. 1-800-GOT-JUNK? ®) compared with recall rates of numeric toll-free phone numbers when used in visual and broadcast advertisements.  The study findings prove that advertisers can expect up to an 84% improvement in consumer recall rates when they feature a vanity 800 number rather than a numeric toll-free number in visual advertising media (billboards, magazines).  A second portion of the study focusing on audio advertisements (television, radio) shows that consumers are nine times more likely to recall a vanity 800 number compared to a numeric toll-free phone number…. Read more » 

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