The long and the short of it - brand response is the way forward

The long and the short of it – brand response is the way forward

Jane Asscher23red

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...

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