Archive for November, 2010

Building Your Brand through DRTV

November 22, 2010

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By: Michael Goodman, Senior Director of Analytics, Mercury Media Boston

Branding is not typically associated with direct response agencies, but it should be as all advertising, including direct response, impacts the brand. The challenge is leaving the right impression and doing so on purpose.

Traditional agencies and direct response agencies go about achieving this differently. Traditional agencies want to raise awareness about a product or service and create positive feelings such as “this brand understands you” or “our brand’s cool, if you use it you will be to.” Direct response agencies believe consumers respond when products and services are relevant to them. If an ad doesn’t communicate a product or service’s benefit, then the consumer has little reason to respond.