Toll-free Numbers in Magazine Advertising

Appendices

Contact and Reprint Information

The study Toll-free Numbers in Magazine Advertising was conducted by 800 Response under the direction of Sandra Murray, 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

The consumer magazines used in this study were among the top 75 magazines by gross revenue (source: Advertising Age, June 15, 1998).

Definitions

Premium advertisements were defined as those positioned on the inside-front-cover, back-cover, or inside-back-cover.

"Prominent" display for both toll-free numbers and Internet addresses was defined as "easily seen at first glance."

Advertisements spread out over more than one page counted as a single advertisement (i.e., a two page spread for a prescription drug followed by a half-page ad listing side-effects was recorded as a single 2½ page ad).

Advertisements that were not bound (e.g., subscription cards) were not included.

Advertisement sizes were recorded in the following categories: ¼, ½, 1, 1½ , 2, 2½, 3, 4, 5, 6, and 7+. Sizes were rounded up rather than down.

Dates of Study

December 1998 - January 1999

Endnotes

1. (1998), "1 800 Miscellany," (Source: Internet 800 Directory).
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. "1 800 Miscellany."
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. "1 800 Miscellany."
12. Morrow, et al., pp. 53-57.
13. (1998, July 28), "Prioritizing Toll Free Calls for Favored Customers," The Washington Post.
14. Grimm, et al., pp. 31-35.

Published March 16, 1999
Copyright © 1999, 800 Response. All rights reserved.

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