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HPM in the Press & News


Per Inquiry Advertising Agency Adds Radio Specialist - 1173248280


Industry veteran to place and manage ads with broadcast outlets

PHOENIX (March 6, 2007) —Sales executive Cindy Truitt of Dallas has joined Higher Power Marketing (HPM) to handle radio sales and service for the Phoenix-based per inquiry (PI) advertising agency.

The key to PI – also known variously as cost per lead (CPL), pay per lead (PPL), cost per action (CPA) or direct response (DR) – is that the client receives free ad time and space while paying only for results. HPM has relationships with media outlets across the country – radio, television, print, Internet and movie theaters – and access to their unsold inventory of ad space. The agency acquires the rights to the unsold time and/or space for its clients, which pay only for qualified responses. Thus, a client can establish a stable, predictable CPL within its business plan, assuring a positive return on investment (ROI).

Truitt’s role with HPM will be to contact radio networks, program syndicators and group-owned stations to see if they have unsold inventory they would like to monetize by airing HPM’s lead-generating clients. She also will make sure those outlets have updated versions of clients’ commercials and the terms for their use.

Truitt has enjoyed two decades in the advertising industry, including 12 years at the Fort Worth Star-Telegram, where she sold local newspaper advertising – along with direct mail products and local magazines – and was named a Sales Person of the Year.

She later handled large accounts for Clear Channel Outdoor, generated new business for a Dallas-area radio station and managed the Internet arm of a TV production company. She has since established herself as an independent contractor specializing in Internet marketing and PI advertising.

“Cindy’s varied experience and clear understanding and love of the PI business make her a valuable addition to our growing team,” says HPM President and CEO Peter Feinstein. “She has worked on several projects, including a travel agent online lead-generation campaign for a major international cruise line and other Internet lead-generation and database-building campaigns.”

HPM’s emphasis on PI and CPL results appeals to clients who care about how well their advertising works, not necessarily when or where it runs. Those clients come from a variety of business sectors, including:

Health insurance
IRS tax resolution
Structured settlements
Higher education
Mortgage
Credit counseling
Tort litigation
Home/lifestyle improvement

Business opportunities
Home care products
Travel vacation sales
Automotive aftermarket
Debt elimination
Information services
Weight-loss programs
Medical discount programs

HPM’s PI strategy allows companies to boost business without the usual risks associated with advertising.