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.
For ease of viewing online, the study has been divided into separate sections. For a complete bound copy, please contact us at 1-800-NEW-SALE.
Published February 28, 2001
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