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Branding With Pay-Per-Call Television Advertising

Staff Writer
Published: 2004-11-12

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Who wouldn't want to advertise on television and only pay for results? Many advertisers who have used popular pay-per-click programs on the Internet are now discovering that a similar model exists on television known as pay-per-call advertising.

This model is quickly changing the face of performance-based advertising as it provides a powerful way for advertisers to generate leads while building mass brand awareness for their products and services.

Joseph Gray, CEO of REVShare, the company credited with establishing the pay-per-call television industry, points out that many companies engaging directly with consumers through the Internet are beginning to do the same through pay-per-call television. As an example, he points out that companies in the consumer goods industry are starting to utilize pay-per-call to offer coupons or free samples via television while building brand.

"Commercials without a call to action might be entertaining but when you add a 1-800 number or web site address in a pay-per-call campaign, you are now only paying for consumers who respond while exposing your brand to the entire television audience," says Gray.

According to Gray, Procter & Gamble has used 1-800 numbers to offer discount coupons in television commercials for its Swiffer product line. Household items are a natural fit for pay-per-call advertising because they appeal to a mass market that can easily be reached through the wide diversity of television programming that is available through pay-per-call advertising. The health and beauty industry is also a perfect match for pay-per-call.

Companies that prefer to use television to build their brand but drive leads to their web sites can use a URL in their commercials instead of a 1-800 number. For some campaigns, this eliminates the high cost of call processing.

REVShare's Vice President of Marketing, Jay Levin, will share strategies for pay-per-call advertising at AD:TECH on November 10th, and at PROMO Expo on November 16, 2004.

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