Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association

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Thirty Second Television Spots with Toll Free Response is Alive and Rolling at 64% of Television Ads, and is predicted to grow.

"Americans have come to expect phone numbers be made available by organizations so they may call for assistance and additional information, making their lives easier and giving them the ability to get instant service." "...the use of toll-free and vanity 800 numbers in television advertising is predicted to continue its current growth trend."
 
The thirty second (:30) spot is the preferred length of television commercials by advertisers, according to a recent study. The study concludes that of 5,524 television commercials viewed and analyzed, 3,541 are thirty seconds in length, representing 64 percent of all television ads.
 
The thirty second (:30) spot is the preferred length of television commercials by advertisers, according to a recent study.

The Toll-free Numbers in Television Advertising research study concludes that of the 5,524 television commercials viewed and analyzed, 3,541 are thirty seconds in length, representing 64 percent of all television ads. Of all thirty second spots, 73 percent (2,585) are national ads and 27 percent (956) are locally run commercials.

Recent predictions about the not-so-positive future of television advertising actually contradict what many experts in the advertising arena believe. According to a poll of media industry experts and readers of Media Life Magazine, nearly 73 percent responded that they believe advertisers are over-reacting to the threat of emerging technologies, like the Digital Video Recorder (DVR), and that the thirty second television spot is not at immediate risk of declining use by advertisers.

“The study of television advertising patterns shows that advertisers and media experts continue to rely on TV spots to market themselves and their clients. Recent buzz around the downfall of television as an advertising channel is mostly based on speculation that newer technologies will alter consumer television watching behaviors,” says Laura Noonan, Vice President of Marketing for 800response ( www.800response.com ).

A separate study by media research firm KMR/Pointlogic concludes that television commercials out perform all other media channels in generating awareness of automotive brands. The study asked respondents how various media like radio, Internet, and Web ads influence their purchase decision when it comes to a car, with the majority stating that their primary awareness of automotive brands comes from the television commercials they view.

And, according to a recent article in The Wall Street Journal, the cost of online advertising is steadily increasing – up 13 percent from 2004 to 2005. So now many marketers like 1-800-Flowers.com, known for having a heavy online advertising presence, are turning back to traditional advertising channels.

It is important for these marketers to make their offline advertising efforts as hard-working as possible. An easy way to do this is by incorporating a response mechanism within the ad, like a phone number. Americans have come to expect phone numbers be made available by organizations so they may call for assistance and additional information, making their lives easier and giving them the ability to get instant service. Due to these expectations, and the fact that Americans spend roughly two hours a day watching television, the use of toll-free and vanity 800 numbers in television advertising is predicted to continue its current growth trend.

Ms Noonan goes on to say, “Today’s consumer seeks fast service and instant gratification. A phone call creates an immediate connection and direct route to assistance and purchase. That is essential in the current fast-pace marketplace where competition is fierce.”

About the Study – 2005 Toll-free Numbers in Television Advertising:
A total of 5,524 television commercials from four networks in four major markets make up the sample size and represent television commercials on a national scale. Independent contractors taped, reviewed and collected data required for the analysis. The commercials denote various times of day and days of week in national and local advertising markets. For a complete copy of the 2005 Toll-free Numbers in Television Advertising study please contact Jeanne Landau at email protected from spam bots

800response is the premier provider of vanity 800 service and offers the broadest selection of Custom 800 numbers available today. Custom 800 numbers enable businesses to maximize advertising budgets; build a database of leads; access demographic information on callers; allocate sales staff based on call patterns; and analyze ad campaign results. Services include a sophisticated Call Routing platform, Call Recording, and real-time Call Tracking reports that provide invaluable demographic information. Visit www.800response.com or call 1-800-NEW-SALES.

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