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Significantly Higher Ad Recall for Vanity vs. Numeric 800 Numbers

Advertisers can expect an 84 percent 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, writes MarketingCharts.

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 percent of survey respondents were able to correctly recall the vanity 800 number that was featured in a visual advertisement.
• Over 72 percent of consumers correctly recalled the vanity 800 number after hearing one 30-second radio advertisement, compared with just 5 percent of consumers who correctly recalled the numeric toll-free number (see chart).
• 58 percent of consumers prefer to dial a vanity 800 number vs. a numeric toll-free to reach a local business (see chart).
• 94 percent of consumers surveyed could identify 800 as toll-free, vs. 70 percent, 56 percent and 55 percent recognizing 888, 877, and 866 as toll-free, respectively (see chart).