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Direct Response in Radio Advertising
Abstract
Effective use of direct response mechanisms, especially toll-free numbers,
has produced numerous business success
stories. As companies continue extending their use from customer
retention to marketing, direct response mechanisms are found in more and more
advertisements. This study focuses on the use of direct response in radio advertisements.
The results show 29% of advertisements use toll-free numbers as response mechanisms,
with 66% being 800 numbers (as opposed to toll-free 888 or 877) and 72% being
vanity numbers (numbers that translate into words for easy recall). The results
also show 24% use Internet addresses, and 57% use some form of direct response.
For ease of viewing online, the study has been divided into separate sections.
For a complete bound copy, please contact us at 1-800-NEW-SALES.
Published July 11, 2000
Copyright © 2000, 800 Response. All rights reserved.
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