Direct Response Mechanisms in Billboard Advertising
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Abstract
Effective use of toll-free numbers has produced numerous business
success stories. This study
examined billboard advertising along major highways in two major
metropolitan markets - Philadelphia (the 4th ranked DMA in the US)
and San Diego (the 26th ranked DMA in the US). Researchers gathered
data on advertiser, advertisement telephone number information,
Internet address information, and local business address information,
and also compiled data on advertiser industry segments. A total
of 358 billboards were surveyed in the course of the study.
Highlights of the findings include the fact that approximately
50% of the surveyed billboards displayed either a telephone number
or an Internet address. Of the billboards with telephone numbers,
toll-free numbers predominated, making up over 70% of the total
telephone numbers. Advertisers that included a toll-free number
in their billboards preferred vanity numbers as a response device.
Vanity numbers made up over 75% of the total toll-free numbers.
For ease of printing and viewing online, the study has been
provided in .PDF format. For a complete bound copy, please contact
us at 1-800-NEW-SALES.
Published June 9, 2003
Copyright © 2003, 800 Response. All rights reserved.
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