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TV pro Per Inquiry and Guaranteed Payout Advertising

by Walter Rosenthal

Per Inquiry advertising is commonly referred to as "PI." Broadcast stations run PI ads for a fee based on (1) "guaranteed payout." On guaranteed payout schedules, advertisers pay cash for a direct response media schedule but receive a guaranteed response rate (their breakeven figure) from the media based on the number of calls that are generated through a dedicated toll-free number that is exclusive to each station or network.

(2) Or based on the amount of sales generated by such advertising. An independent telemarketing company (Texavision) tracks the calls and prepares reports to document the call activity for billing and shipping purposes.

Per Inquiry is a desirable advertising for those who want to test an ad before risking capital on such mediums.

Or an alternative for undercapitalized advertisers to have an expanded advertising schedule.

However, PI campaigns are not without risk. Advertisers can pay up to 50% of their sales revenue to the stations/networks, time brokers, and independent telemarketing firms who are involved in the PI advertising process.

Once PI ads prove their effectiveness, it is usually more cost-efficient to convert the broadcast media buying to a traditional paid direct response schedule.E-mail [email protected] to discuss the PI and guaranteed payout advertising options for your product, service, or broadcast property.

Frequently asked questions about per inquiry, guaranteed payout, and direct response advertising

Q: What is required of an advertiser who wants to do a per inquiry advertising campaign with your company, and what are the costs?

A: To begin a per inquiry campaign through our company, advertisers need the following:

A commercial that meets TV pro Per Inquiry and Guaranteed Payout Advertising





Most stations and networks do not accept PI advertising, so this is not a widely available option for most direct marketers.

Are you a direct marketer who would like to consider per inquiry or guaranteed payout advertising to sell your product or service? Does your broadcast station/network or media property want to consider PI or guaranteed payout advertising as another discount system that you can use to liquidate unsold inventory?