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Direct Response in Television Commercials: Super Bowl XXXIV
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.
The results of this study, focusing on the use of direct response in television
commercials aired during Super Bowl XXXIV, show 16% of advertisements
using toll-free numbers as response mechanisms, with 91% being 800 numbers
(as opposed to toll-free 888 or 877) and 100% being vanity numbers (numbers
that translate into words for easy recall). The results also show 63%
using Internet addresses. Overall, 73% use toll-free numbers or Internet
addresses or both.
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 February 1, 2000
Copyright © 2000, 800 Response. All rights reserved.
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