1-800 BRAND On Radio Gets 14X's More Calls

Study: Response Marketing Group, Burlington, VA conducted a study to determine if a radio ad with a 1-800 Brand gets more calls than a radio ad with a generic toll-free number.

Method: Michael J. Motto Advertising ran 66 radio ads for Denville Nissan on WDHA, New Jersey's Rock Radio 105.5 FM. The 60-second ads played on an equal rotation for the last week of December, 1998. Half of the ads used 1-800-NEW WHEELS and half used 1-800-465-7643.

Results: 1-800-NEW WHEELS generated 14X'S more calls to the same radio ad than 1-800-465-7643.

Nissan's General Manager, Bobby Bonser, sums it up, "It's easy for listeners to remember 1-800-NEW WHEELS . Callers hear the number on their way to work and remember it until they can get to a phone."