Branding vs. Direct Response Advertising
Fulgoni, comScore, fortifies the relevance of branding vs. direct response advertising on the web; http://tr.im/jGNF
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Gerrit Eicker 16:58 on 25. April 2009 Permalink |
Fulgoni: “In my mind, the two strategies differ fundamentally in how they view ‘time to purchase’. Direct response ads aim at closing a sale or a transaction right here and now. Branding, on the other hand, means investing ad money in building brand equity, which is to say, establishing a brand’s value proposition in the minds of consumers. The return from that investment is probably not going to occur immediately. It may take weeks, months or even years. … At comScore, we try to do our part. For example, we’ve now conducted hundreds of online advertising effectiveness studies, a good portion of them focused on measuring branding effects. We’ve demonstrated the ability of display campaigns to increase brand awareness, brand favorability, purchase intent and sales – both online and offline. We’ve shown that display campaigns – whether consisting of banners, rich media or video formats – set up the consumer to be more receptive to search advertising.“
Online Advertising: Creative Renaissance « Wir sprechen Online. 07:43 on 17. June 2009 Permalink |
[…] (328), Web (1,142) Rothenberg, IAB, calls for a creative renaissance against an unthinking direct-marketing culture; http://tr.im/oKN2 […]