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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Response Rate Comparison:
Vanity toll-free numbers proved
to increase the response rate of
this radio 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
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Dates of Study:
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Saturday, December 26, 1998 - Friday, January 1, 1999
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Methodology:
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Commercials were rotated equally throughout all dayparts.
Calls were tracked and recorded electronically.
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Radio Station:
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WDHA 105.5 FM, Cedar Knolls, NJ
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Client:
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Denville Nissan, Denville, NJ
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Conducted By:
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Michael J. Motto Advertising & Public Relations, NJ
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To hear a sample radio commercial, call:
1-800-286-3728
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