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The case for and against
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Most stations that have a lot of per-inquiry advertising on the air are outlets unable to sell time nationally to regular sponsors, or are stations that have developed such a mail-order business that they find it highly profitable to take PI deals. No one really likes per-inquiry advertising. Agencies find it difficult to handle. Stations have to check each product to find out if the offer is priced fairly. If they don't they run the great danger of airing PI advertising for a product that may kill off a great section of that station's listeners.
PI advertising is in part responsible for radio's so-called excesses in advertising. Per-inquiry copy, by its very nature, has to go all-out selling. Since it's impossible for the listener to examine the product before buying. PI copy has to intrigue, picture, demonstrate, and finally get the money or order in the mail. Most advertising, on or off the air, is called upon to do only part of this. The final acts, inspired by advertising, i.e.. demonstration and sales, take place at the local-retail level. Advertising's number-one objective is to inspire the ownership or use of a product. PI advertising has to do that and make the sale besides. NaturalK that requires a heavier impact on listener ear drums. To the listener who is not a direct-mail buyer, it can be, and frequently is. offensive. Since the station, once it has accepted a PI deal, must produce direct sales at once to collect, it naturallv has the announcers go to town.
This is true of both straight PI deals and direct-mail deals where the advertiser pays for time in the accepted manner, but who cancels at once as soon as the station fails to pro