Saw this on ESPN this morning
How can this work unless the only media you are doing is TV?
And if you have other media in the mix (which you in most cases would if you are a DR advertiser), how can you precisely quantify where leads are coming from ... given leads are generally a by product of many touchpoints not just one.
Case in point. You run this Pay Per Lead TV with a tactical offer ... the consumer doesn't immediately act but the next day goes to Google and searches for your brand. As a result there's a conversion - who do you attribute the action to?
Interesting that the client has to use the company to produce the TVC and also buy the media. Is this just a clever way to extract more revenue?