Toll-Free Numbers in Radio Advertising
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Toll-Free Numbers in Radio Advertising
Abstract
Effective use of toll-free numbers has produced numerous business
success stories.
According to the Direct Marketing Association, direct marketing
expenditures will continue to grow and boost the economy through
2007. As companies expand their use of direct marketing, vanity
800 numbers will continue to remain a critical element in advertising.
The primary purpose of this study was to compare and document
the effect on response rates when using a vanity 800 phone number
(mnemonic numbers that translate into words for easy recall, e.g.,
1-800-NEW-RIDE), versus a numeric 800 number in radio advertising.
The results of this study, focusing on the use of easy to recall
vanity 800 numbers versus repeating numeric toll-free numbers in
radio advertising, show that a vanity 800 number yields 58% more
incoming phone calls.
Of the incoming calls analyzed for the radio study, 58% more calls
came into the memorable vanity 800 number, versus an identical
radio ad listing a repeating numeric 800 number. Using an even
50/50 rotation of radio spots, with one ad featuring a vanity 800
number versus the same ad featuring a numeric toll-free number,
61% of all calls rang into the memorable vanity 800 number, versus
just 39% that dialed the numeric 800 number.
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 November, 2006
Copyright © 2006, 800 Response. All rights reserved.
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