Significantly Higher Ad Recall for Vanity vs. Numeric 800 Numbers

January 28, 2008

This article is included in these additional categories:

Out-of-Home | Radio | Television

Advertisers can expect an 84% improvement in recall rates for vanity 800 numbers vs. numeric phone numbers shown in visual media (TV, billboard, print) – and a much more significant 9-times higher recall rate in the case of audio (radio) ads, according to a recent study.

The study, conducted by Infosurv, e-Rewards and 800response, sought to determine the consumer recall rates of vanity 800 numbers compared with recall rates of numeric toll-free phone numbers that are used in visual and audio advertisements.

Among other findings of the study:

  • Some 65% of survey respondents were able to correctly recall the vanity 800 number that was featured in a visual advertisement.
  • Over 72% of consumers correctly recalled the vanity 800 number after hearing one 30-second radio advertisement, compared with just 5% of consumers who correctly recalled the numeric toll-free number:

800response-toll-free-audio-recall-vanity-vs-numeric.jpg

  • 58% of consumers prefer to dial a vanity 800 number vs. a numeric toll-free to reach a local business.

800response-toll-free-consumers-prefer-dialing.jpg

  • 94% of consumers surveyed could identify 800 as toll-free, vs. 70%, 56% & 55% recognizing 888, 877, and 866 as toll-free, respectively.

800response-toll-free-prefix-most-recognized.jpg

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