Toll-Free Numbers Used In 81% Of Furniture Magazine Ads Web Addresses Used In 40%, Study Finds

Furniture World Magazine

Eighty-one percent of furniture advertisements in magazines contain a toll-free number, with 96% using the 800 prefix, according to a new Response Marketing Group study of magazine advertising. A sign of Internet popularity, 40% of furniture advertisements in magazines contain an Internet address. Overall, 89% of furniture advertisements feature either a toll-free number or an Internet address, or both. "Furniture advertisers know the value of direct response, especially 800 numbers," said Sandra Murray, President of Response. "After seeing an ad, consumers may be ready to learn more or to buy immediately. Without a direct response mechanism, they have no way of acting on their impulse." Across all industries, 34% of advertisements with toll-free numbers display the number prominently, the study found. Only 15% with Internet addresses display the address prominently. "URLs in magazine ads are clearly secondary response mechanisms," continued Murray. The Response study, Toll-free Numbers in Magazine Advertising, analyzed over 4,000 IT advertisements. The study is available for online viewing at www.800response.com e-mail: cmiddings@800 response.com. Response Marketing Group has been providing interactive marketing and telecommunications services since 1990. The principals of Response have over 30 years experience in the industry and are continually developing innovative ways for businesses to market their products and services.