Direct Response (DRTV) with Brand Marketing

By Scott Richards

One of the oldest and most effective forms of direct response marketing has been the “per inquiry” (PI) model of advertising. PI advertising has been around decades before Google popularized the model online. Simply put, with PI advertising, the advertiser pays only for qualified responses. What constitutes a “qualified response” has always been the tricky part.

While technology has changed, the core model of PI advertising has not. Therein lies the problem. The success of Google’s online advertising platform can be attributed, in part, to its tool, which brought a degree of transparency to the process. - Putting the Trust Back in Per Inquiry Advertising