800 Numbers Effect
On Ad Recognition,
by Nat G. Bodian
Advertisements bearing an 800-phone number are usually noticed by 20% more people than those lacking one. As a rule, at least twice as many people will respond to an 800 number in an advertisement, rather than calling a regular phone number. It is also an extremely effective replacement for any offer or advertisement that does not contain an order form. Increasing the type size of the 800 number, as well as placing it in the lower right hand corner of newspaper and magazine ads will increase response. Adding an 800 number not only increases the percentage but also the speed of the response as well, sometimes generating calls the day the publication is delivered.
(Taken from Direct Marketing Rules of Thumb)