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).
Findings
"Vanity"
Toll-Free Number
"Numeric"
Toll-Free Number
Phone Number:
800-NEW-WHEELS
Phone Number:
800-465-7643
Number of Commercials:
33
Number of Commercials:
33
Length of Commercials:
60 Seconds
Length of Commercials:
60 Seconds
Ratio of Phone Calls to Numeric:
14 to 1
Ratio of Phone Calls to Vanity:
1 to 14
Percentage of Phone Calls:
93%
Percentage of Phone Calls:
7%
Details of Study Methodology: Commercials were rotated
equally throughout the day. Calls were tracked and recorded
electronically. Radio Station: WDHA 105.5
FM - Cedar Knolls, New Jersey Conducted for: Response
Marketing Group - Burlington,
Vermont Conducted by: Michael
J. Motto Advertising & Public
Relations - Clark, New Jersey Source: ICB
Toll Free News, Judith Oppenheimer
