Direct Response in Radio Advertising

Appendices

Contact and Reprint Information

The study Direct Response in Radio Advertising was conducted by 800 Response under the direction of Sandra Murray, President. The technical elements of the study were developed and organized by Chris Middings, Public Relations Specialist, and administered by Laura Noonan, Marketing Director.

Additional Response staff contributing time and energy to the project were Kathryn Rossner, Sales Manager and Barbara Lauzon, Marketing Assistant.

All inquiries regarding this report may be directed to:

Laura Noonan,
Director of Marketing
800 Response
200 Church Street, P.O. Box 1049
Burlington, VT 05402-1049
(802) 383-0804
(802) 860-0395 (fax)
E-mail Laura Noonan

Any person is hereby authorized to view, copy, print, and distribute this document subject to the following conditions:

• This document may be used for informational purposes only.
• Any copy of this document must include the copyright notice.
• Any copy of a portion of this document must credit the source.
• A copy of any materials citing this document must be forwarded to 800 Response.

Reprints of the study are available free of charge to members of the press, nonprofit professional organizations, and clients of 800 Response. Please inquire about additional statistics from the results of this study.

Details of Methodology

Sources

The radio stations used for this study are among the most successful stations by format in the top 100 markets (source: Arbitron Services).

KLAQ-FM (Rock) - The Q, El Paso, TX
KNBR-AM (Sports) - 68 The Sports Leader, San Francisco, CA
WABC-AM (News/Talk) - Newstalk Radio 77, New York, NY
WASH-FM (Adult Contemporary) - Soft Rock 97, Washington, DC
WBZO-FM (Oldies)- B103, Long Island, NY
WFMS-FM (Country) - The Country Station, Indianapolis, IN
WLVE-FM (Jazz) - Love 94, Miami-Fort Lauderdale-Hollywood, FL
WNNX-FM (Alternative) - New Rock 99X, Atlanta, GA
WPLJ-FM (CHR/Pop) - New York’s Hit Music Station, New York, NY
WTMI-FM (Classical) - Classical 93, Miami-Fort Lauderdale-Hollywood, FL

Dates of Study

October 4, 1999 - November 18, 1999

Endnotes

1. (1998), Economic Impact: U.S. Direct Marketing Today, Direct Marketing Association/The WEFA Group.
2. Morrow, Kathleen, and Tankersley, Clint (1994), "An Exploratory Study of Consumer Usage and Satisfaction with 800 and 900 Numbers," Journal of Direct Marketing, 8 (4) pp. 53-57.
3. Chadwick, Kathy Gardner (1991), "Some Caveats Regarding the Interpretation of Data From 800 Number Callers," Journal of Consumer Marketing, 8 (4) pp. 53-59.
4. Grimm, Cynthia, Cottrell, Richard, and Jenks, Monica (1990, February), "Customer Service 800 Numbers: Recent Research and New Developments," Mobius, pp. 31-35.
5. Economic Impact.
6. (1998, March 20), "Explosive Growth of Toll Free," AIN (Source: Strategic TeleMedia).
7. Economic Impact.
8. Grimm, et al., pp. 31-35.
9. Chadwick, pp. 53-59.
10. Grimm, et al., pp. 31-35.
11. Morrow, et al., pp. 53-57.
12. (1998, June 8), "Popularity High for Toll-Free Number," Teleservices News, p. 6.
13. (1999), "Toll-free Phone Facts," (Source: Internet 800 Directory).
14. Morrow, et al., pp. 53-57.
15. Morrow, et al., pp. 53-57.
16. (1998, July 28), "Prioritizing Toll Free Calls for Favored Customers," The Washington Post.

Published July 11, 2000
Copyright © 2000, 800 Response. All rights reserved.

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