There are two types of advertising - direct response advertising and brand advertising. It is important that you understand the difference between the two. Understanding the distinction between these forms of advertising will ensure you do not waste money from your marketing or advertising budget.
Brand Advertising is used by companies like Cadbury and the large car manufacturers to build and increase awareness of their brand. Brand Advertising is expensive as is not intended to give you a direct response to your advertising.
The ads that Cadbury, for example, use to promote their products are aimed at reminding you of their brand and to revalidate your relationship with the brand. It won’t necessarily make you rush out and buy a bar of chocolate, but those constant images perpetrated to us via the media work their magic, titillate your taste buds and keep their message alive in your grey matter.
Therefore, if you have the budgets of Cadbury, and are a well established commercial product, then continue. If you are like most of the other businesses in this country, Brand Advertising will be an expensive waste of money. You need to read the adjacent section on Direct Response Advertising that will show you that you need to make money from each ad and make sure you get a “direct response” - without fail - every time!
We hope you found this information useful. We would like to remind you that this subject is best served, and more effective as part of a complete marketing plan or strategy, rather than in isolation. For further expert advice please contact us to discuss your requirements or post a question in our blog.
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