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).
Radio ads with a toll-free vanity 800 number yields 14 times more phone calls than an ad with a toll-free numeric number.
Dates of Study:
Saturday, December 26, 1998 – Friday, January 1, 1999
Commercials were rotated equally throughout all dayparts. Calls were tracked and recorded electronically.
WDHA 105.5 FM, Cedar Knolls, NJ
Denville Nissan, Denville, NJ
Michael J. Motto Advertising & Public Relations, New Providence, NJ
Source of Toll-free Numbers:
800response, Burlington, VT
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