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Toll-free Numbers in Magazine Advertising
Executive Summary
Introduction
The use of toll-free numbers continues to grow, with $157 billion in
goods and services being traded over toll-free lines in 19971.
Consumers have incorporated toll-free numbers into their daily lives,
and now expect organizations to have one2.
A toll-free number offers three main advantages to a company:
- improved customer satisfaction, leading to brand loyalty and increased
sales
- reduced customer service costs
- increased customer information, leading to improved product/service
design, production, and delivery3,4
Findings
58% of all magazine advertisements use a toll-free number as a response
mechanism. The favorite is still the 800 number.
Industries using toll-free numbers most frequently are home improvement,
attorneys, lodging, sports, and automotive. Favored magazine types are
sports, automotive, and computers. Six page advertisements are the preferred
size.
Internet address listings are found in 58% of magazine advertisements.
Conclusions
The use of toll-free numbers in magazine advertising will continue to
grow, with 800 numbers predominating. Millions of consumers are exposed
to 800 numbers on a daily basis, leading to their further acceptance as
a standard advertising tool.
Published March 16, 1999
Copyright © 1999, 800 Response. All rights reserved.
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