System and method for pay for performance advertising in general media

A method, comprising:

• assigning a unique telephone number to an advertiser;
• providing an advertisement on a media channel on behalf of the advertiser, the advertisement including one of the unique telephone number and a reference to the unique telephone number;
• monitoring telephone calls to the unique telephone number;
• and
• billing the advertiser for the advertisement in response to each telephone call to the unique telephone number.

A system, comprising:

• a first unit to assign a substantially unique communications reference to an advertiser;
• a second unit to provide the advertisement on a channel selected by the advertiser;
• a third unit to monitor communications to the unique communications reference;
• and
• a fourth unit to bill the advertiser for the advertisement in response to each connection made to the communications reference.

A computer-readable medium, having stored thereon a sequence of instructions, which when executed by a computer, cause the computer to perform a method comprising:

• assigning a unique telephone number to an advertiser;
• providing an advertisement on a media channel on behalf of the advertiser, the advertisement including one of the unique telephone number and a reference to the unique telephone number;
• monitoring telephone calls to the unique telephone number;
• and billing the advertiser for the advertisement for each telephone call to the unique telephone number.

A method, comprising:

• assigning a real-time communication reference to be included in an advertisement, the real-time communication reference to be used to communicate with an advertiser via a non-web based communication;
• monitoring communications to the advertiser via the communications reference;
• and
• billing the advertiser a predetermined fee for the advertisement per communication connected to the advertiser via the communication reference.