Consumer Recall Rates of Phone Numbers in Advertising

Download Consumer Recall Rates of Phone Numbers in Advertising

Abstract

Today, businesses of all sizes are using vanity 800 numbers to generate more qualified leads and improve their advertising return on investment. Numerous business success stories and research studies show that the effective use of vanity 800 numbers in advertising can substantially increase consumer response rates.

This study examines the consumers’ recall of vanity 800 numbers (mnemonic phone numbers that transpose into words on the telephone keypad, i.e. 1-800-GOT-JUNK? ®) compared with recall rates of numeric toll-free phone numbers when used in visual and broadcast advertisements. The study findings prove that advertisers can expect up to an 84% improvement in consumer recall rates when they feature a vanity 800 number rather than a numeric toll-free number in visual advertising media (billboards, magazines). A second portion of the study focusing on audio advertisements (television, radio) shows that consumers are nine times more likely to recall a vanity 800 number compared to a numeric toll-free phone number.

The third part of the study looks at the consumer’s recognition of the existing toll-free prefixes (800, 888, 877, 866), and the fourth part identifies consumer preferences when given the choice of using a local numeric number or a toll-free vanity 800 number to dial a local business. The results of the third part confirm that 800 is by far the most widely recognized toll-free prefix among consumers, with a 94% recognition rate. A Yellow Pages comparative in the study shows that when given a choice, the majority of consumers prefer to dial a toll-free vanity 800 number when calling a local business.

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 January, 2008
Copyright © 2008, 800 Response. All rights reserved.

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