Right to the nitty gritty of all advertising, CPR or Cost Per Response.

This is an area that can cause a large amount of confusion, and surprise. The large companies will have very good ideas of what this level will be and will be prepared to pay at that level, and will certainly understand whilst they may not like paying such figures it is an absolute necessity. All advertising is good, very good, but to the less experienced it may produce results and returns in a different way to that was expected.

Cost Per Response is how much it costs per response in any campaign. The key word here is response, not sale. A response as we have discussed is perhaps a phone call, or probably more common now, the first contact may well be the viewing of a website, this is still a response, but perhaps not as some people would think. Once someone is on a website they can then make their own decision whether they like what they see and enquire further.

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