Despite the continued prevalence of traditional advertising, per inquiry TV advertising is replacing this decadent, archaic way of going about things. The cost of advertising on the television has steadily gone up and up and most companies cannot afford it. The reason it has been going up is because the system is based on selling off time, that is not only highly sought after but inherently limited. The new style of per inquiry TV advertising allows for companies to only pay for what they get in return from the advertising. It is a truly performance based advertising that is fair for all involved.   

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