Toll-free Numbers in Television Advertising

Appendices

Contact and Reprint Information

The study Toll-free Numbers in Television Advertising was conducted by 800 Response under the direction of David Greenhaus, President. The technical elements of the study were developed, organized, and administered by Laura Noonan, Marketing Director.

Additional Response staff contributing time and energy to the project were Kathryn Rossner, Sales Manager; Barbara Lauzon, Marketing Assistant; and Chris Middings, Public Relations Specialist.

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

Sources

• WSEE - Erie, PA, CBS
• KPIX - San Francisco, CA, CBS
• WNBC - New York, NY, NBC
• KNBC - Los Angeles, CA, NBC
• WKRN - Nashville, TN, ABC
• KOMO - Seattle, WA, ABC
• FOX - national feed

Dates of Study

November 3 - December 8, 1997

Endnotes

1. Dugan, I. Jeanne (1996, May 27), "For a Good Number, Dial 1-888-Gouge-Me," Business Week, p. 30.
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. (1998, March 20), "Explosive Growth of Toll Free," AIN (Source: Strategic TeleMedia).
6. Dugan, p. 30
7. Chadwick, pp. 53-59.
8. Grimm, et al., pp. 31-35
9. Morrow, et al., pp. 53-57.
10. (1998, June 8), "Popularity High for Toll-Free Number," TeleServices News, p. 6.
11. Morrow, et al., pp. 53-57.
12. Grimm, et al., pp. 31-35.
13. (1998, January 29) "Vanity Numbers Big Hit With Super Bowl Advertisers," www.mediacentral.com.

Published September 8, 1998
Copyright © 1999, 800 Response. All rights reserved.

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