Dear Editor,
I read with interest Jon Fine’s column (“A Better
Measure of Old Media?” MediaCentric, July 9) about the large, speculative
investment Aribtron and some of its clients have made to try and determine return
on investment (ROI) for television, radio and print advertising. Fine describes
a complicated, costly approach that has yet to produce clear findings.
There is a much more cost-effective approach to assuring a stable, predictable
ROI: per-inquiry advertising (PI). Also known variously as cost per lead (CPL),
pay per lead (PPL) or cost per action (CPA), this is a form of direct response
advertising in which the advertiser fills a media outlet’s unsold time
or space and pays based upon the response. By necessity, the response must be
tracked, so each ad offers a unique toll-free number or Web address for potential
customers to reply. In the eight years I’ve been using PI, I’ve been
99.7 percent successful in tracking any particular client’s advertising
campaign.
Best of all, the strategy is simple and relatively inexpensive. And as the
Arbitron case study shows, the most expensive, high-tech solution isn’t
always the best – particularly for businesses focused on the bottom line.
Peter Feinstein
CEO/President
Higher Power Marketing
Fountain Hills, Ariz.
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