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 long- and short-form direct response (DR) that keep us company in the small hours) – and never the twain shall meet.

For me, the idea that advertising needs to either build brands orto drive an immediate response seems as ridiculous as the idea that to lose weight one must choose between either more exercise...

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