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The Branding Power of Pay-Per-Call Televisi...
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.REVShares 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.Televisions largest broker of performance-based advertising, REVShare (http://www.REVSharetv.com) brokers guaranteed media on over 600 stations, the majority belonging to networks such as ABC, NBC, CBS, and FOX.# # #This article courtesy ofhttp://www.a1-p
posted by Gregory Hepburn at 1:16 PM
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