Toll-free Numbers in Radio Advertising

Telephone Number Recall 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

Radio ads with a toll-free vanity 800 number yields 14 times more phone calls than an ad with a toll-free numeric number.

Dates of Study:
Saturday, December 26, 1998 – Friday, January 1, 1999

Methodology:
Commercials were rotated equally throughout all dayparts. Calls were tracked and recorded electronically.

Radio Station:
WDHA 105.5 FM, Cedar Knolls, NJ

Client:
Denville Nissan, Denville, NJ

Conducted By:
Michael J. Motto Advertising & Public Relations, New Providence, NJ

Source of Toll-free Numbers:
800response, Burlington, VT

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Copyright © 1999, 800response. All rights reserved.

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