Marry branding and response for better ad payback

This article describes ROI-Positive Brand Advertising, based on the idea that branding and direct response advertising are not alternatives, but need to go together.

Marry branding and response for better ad payback

Lucas Donat

The advertising industry has long thrived on the notion that some ads serve to build brands (the emotional-button creative spots that make us laugh or cry), while some others drive sales (the...

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