Per inquiry (PI)  advertisng is also called cost per lead (CPL), pay per lead (PPL) or cost per action (CPA)- is a form of direct response marketing in which the advertiser can air his TV creative without paying in advance. Instead, he pays for the results.

Per Inquiry media requires the client to provide a call center that sends daily repoirting of calls and orders. Therefor, the client needs a call center - calls can't be answered by the client at home.

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