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).
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