Ringing Up Sales

Marketing with 800 numbers

When women using Clairol's Nice 'n Easy hair-coloring kits want to get some expert guidance on exactly how much tint to apply, free advice is as close at hand as the nearest telephone. They simply call up the toll-free 800 number listed on an instruction sheet in the package and ask. Clairol is one of a growing list of firms that use AT&T's system of toll-free 800 numbers to foster good consumer relations. Says Jack Shor, vice president for public relations at the New York-based hair care, cosmetics and beauty appliances firm: "We think that the use...

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