Who's Calling: The Power of Call Measuremen

Are Toll-Free Numbers the Best For Direct Response TV (DRTV)?

College Station, TX — November 28, 2011 — In a recent discussion published by Direct Marketing News, Jessica Randazza, manager of brand experience of Digitas, and AJ Khubani, president and CEO of Telebrands Corp., debated the answer to this question.

Randazza asserted that while incorporating digital strategies into an integrated campaign is important, "the toll-free DRTV approach has opened up their product and services to a wider audience by tapping into rural areas of the country with lower Internet use."

Khubani, on the other hand, argued that toll-free numbers have been replaced by the Internet and the growing use of technology. "With the advent of smartphones, tablets and, of course, computers, consumers are more tech-savvy than ever before, and we need to respond to this growing trend," he said.

The verdict?

Direct Marketing conceded Khubani's point that digital strategies are key, but echoed Randazza's opinion that toll-free numbers "still have a high value to brands even as digital integration becomes a higher priority."

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Who's Calling is a leading provider of managed services that overcome sales transaction obstacles with hard-hitting, strategic services that deliver immediate measurable results. Who's Calling pairs patented measurement and monitoring technology, sales and lead management services, call recording and monitoring, marketing and analytic services with research and results-driven methodology to increase sales transaction effectiveness and improve customer satisfaction for businesses nationwide. For more information, please visit whoscalling.com or call 800.719.8958.

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