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No Need to Shoot for the Moon Establishing Stable ROI in Advertising...

Predicting return on investment (ROI) in advertising remains a huge dilemma for businesses - so much so that radio-ratings giant Arbitron and some of its clients have made a large, speculative investment to try and determine ROI for television, radio and print advertising. In the July 9, 2007, issue of BusinessWeek, media columnist Jon Fine describes a complicated, multimillion-dollar project that has yet to produce clear findings.

Dubbed "Project Apollo," Arbitron's experiment involves technology that monitors peoples' exposure to encoded radio or television ads, as well as devices that scan the same folks' product purchases into a database. According to Fine, the lesson so far is that, "There are ways to generate and centralize some deep-diveable data from offline consumer behavior, but ... it's hard and costly to do so."

Assuring a stable, predictable ROI doesn't need to be so complicated, and needn't require a budget as large as NASA's.

There is a new approach that is much more cost-effective: per-inquiry advertising (http://www.hpowermarketing.com/) (PPL) or cost per action (CPA), this is a form of direct-response advertising in which the advertiser fills a media outlet's unsold time or space and pays based upon the response.

What qualifies as a response is negotiated between client and PI advertising agency. Packages can be structured for a variety of results: per inquiry (http://www.hpowermarketing.com/callcenter_solutions.asp) and details, drawing from the nine largest call center systems in the country. To make things even easier for clients, the agency can arrange fulfillment solutions (

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