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Toll-free Numbers in Radio Advertising
Study Results - January 1999
Abstract
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Effective use of toll-free numbers can substantially increase advertising
response rates. The results of this study, focusing on the use of
toll-free numbers in radio advertising, show that an advertisement
using a toll-free vanity number (a number that translates into words
for easy recall) yields 14 times more phone calls than an advertisement
using a toll-free numeric number. Sixty-seven percent of these calls
are local calls (originating from the same area code).
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Vanity toll-free numbers proved
to increase the response rate of
this advertising campaign!
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Findings
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"Vanity"
Toll-Free Number |
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"Numeric"
Toll-Free Number |
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Phone Number:
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800-NEW-WHEELS
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Phone Number:
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800-465-7643
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Number of Commercials:
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33
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Number of Commercials:
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33
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Length of Commercials:
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60 seconds
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Length of Commercials:
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60 seconds
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Ratio of Calls to Numeric:
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14 to 1
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Ratio of Calls to Vanity:
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1 to 14
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Percentage of Phone Calls:
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93%
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Percentage of Phone Calls:
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7%
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Details
Dates of Study:
Saturday, December 26, 1998 - Friday, January 1, 1999
Methodology:
Commercials were rotated equally throughout all dayparts. Calls were tracked
and recorded electronically.
Radio Station:
WDHA 105.5 FM, Cedar Knolls, NJ
Client:
Denville Nissan, Denville, NJ
Conducted By:
Michael J. Motto Advertising & Public Relations, New Providence,
NJ
Source of Toll-free Numbers:
800 Response, Burlington, VT
Published January 19, 1999
Copyright © 1999, 800 Response. All rights reserved.
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