The long and the short of it – brand response is the way forward
As the distinction between 'above the line' and 'below the line' gets ever fuzzier, Jane Asscher champions brand response activities that combine both, citing the power of 'doing' combined with 'thinking' and 'feeling'.
It's an exciting time for the brand response end of the marketing services spectrum; 2013 is the year of 'Doing' rather than 'Feeling' or 'Thinking', and this has become a fundamental concept to academics and marketers alike.
Data from the Bellwether Report (Figure 1) shows that action-oriented media represents over half the market at 54.9%. That leaves 27.1% for main media, but an increasing proportion of these include a call to action. For example, the AMV BBDO launch commercial for the new Mercedes A Class allowed viewers to determine the ending by tweeting either #evade or #hide (they chose #evade).