Direct Response in Television Commercials: Super Bowl XXXIV

Appendices

Contact and Reprint Information

The study Direct Response in Television Commercials: Super Bowl XXXIV 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, professional organizations, and clients of 800 Response. Please inquire about additional statistics from the results of this study.

Details of Methodology

Definitions

"Prominent" display for both toll-free numbers and Internet addresses was defined as "easily seen at first glance."

Local advertisements and station advertisements (those for ABC Television) were not included.

Date and Time of Study

January 30, 2000, 6:25 PM - 10:00 PM EST, ABC Television Network

Other Studies by 800 Response

• Toll-free Numbers in Television Advertising (September 1998)
• Toll-free Numbers in Magazine Advertising (March 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. Chadwick, pp. 53-59.
9. Grimm, et al., pp. 31-35.
10. Morrow, et al., pp. 53-57.
11. (1998, June 8), "Popularity High for Toll-Free Number," TeleServices News, p. 6.
12. (1999), "Toll-free Phone Facts," (Source: Internet 800 Directory).
13. Morrow, et al., pp. 53-57.
14. Morrow, et al., pp. 53-57.
15. (1998, July 28), "Prioritizing Toll Free Calls for Favored Customers," The Washington Post.

Published February 1, 2000
Copyright © 2000, 800 Response. All rights reserved.

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