Direct Response marketing on a per inquiry model is where an advertiser has access to free inventory and only pays for actual results.
Using an agency’s relationships with media channels on a cost per action model is the most cost effective way to start a campaign. Media channels often have unsold inventory so the advertiser only pays for the results. The only complex metric is setting the correct payout and lead definition for a qualified call. The payout will determine how strong your offer will be in the marketplace. Advertisers start the campaign be determining the cost-per-call rate based on estimated call volume and media outlets and will be utilizing TV, print, radio, online, etc. All the calls are tracked by using unique 1-800 numbers for each media outlet and the billing is determined by the amount of leads that are produced each week.
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