More than a third (35 percent) of TV commercials feature a telephone number as a direct response mechanism, according to findings of a study released Tuesday by 800response, a company specializing in
customized 800 numbers. The study found that 82 percent of those numbers are toll-free, representing 28 percent of all TV commercials, an increase from 25 percent when a similar study was conducted in
1998. -- J.M.
