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By The RadioActive Media Team

Every advertiser is interested in getting the best bang for their buck. So, why not just use PI (per inquiry) where you only pay for results and not the specific ads? Let’s look at what PI is and does.

PI can also be referred to as cost per lead or cost per sale.  When using PI, the advertiser and the medium or agency agrees on what constitutes a response and the advertiser then pays for every response they receive.  You are paying for the performance of your ads, not the actual air time.

This all sounds reasonable and perhaps even too good to be true. The downside to PI advertising is you give up all control of where and when the ads run. If you need to achieve a certain amount of responses each week, you have no guarantee that you will receive that number of responses. Your ads may run in a time slot that isn’t geared towards your target audience and you could possibly run ads for a week or more without any results. That’s not going to help your business grow.

The amount of inventory is limited, so the client that relies exclusively on PI may never realize more than a trickle in sales. Strong stations may not offer any PI inventory at all. When inventory pressure is greatest in fourth quarter, pickings might be slim to none. Therefore, it’s nearly impossible to run a campaign of any significant volume.

We’re not saying that PI advertising is bad. It can be part of any well thought-out campaign that might also include remnant advertising meant to drive sizeable results. At RadioActive Media we understand you have goals for your advertising and we will work with you to achieve those goals. We continue to tweak and refine your ads and time slots to give you the best results. Contact Jeff Pollak at 800/599-RADIO (7234) or text DR Radio to 511-511 and he can design the best advertising campaign for you and your company.

@radioactivemed

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Tags: cost per lead, cost per sale, direct response advertising, per inquiry, PI

This entry was posted on Wednesday, May 19th, 2010 at 8:30 am and is filed under Expert Advice and Case Studies, Radio Advertising, Radio Direct Response. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.