Telephone Number Recall in Radio Advertising

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Abstract

Effective use of toll-free numbers has produced numerous business success stories. Vanity toll-free numbers — telephone numbers that spell words or phrases — are a common response tool in many advertising media, including print, direct mail, outdoor, television and radio. Previous studies and anecdotal evidence suggest consumers retain toll-free vanity numbers better than “hybrid” or numeric numbers, increasing the response rate of ads that include vanity numbers.

This study focuses on the recall rates of consumers using a variety of telephone number combinations in radio advertisements. The results show listeners are nearly six times more likely to remember a pure vanity number versus a hybrid combination of vanity and numeric (such as 800-639-STUDY).

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 June 25, 2002
Copyright © 2002, 800 Response. All rights reserved.

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