There are two wide-range methods to advertising. They are direct response and branding. As the name
indicates direct response is one that involves straight forward communication between the consumer and
salesperson. They may communicate via email, catalogs, television or magazines. The message that is
shared will give a concise call to action. For example, the book used the advertisement method of, “50%
off! Buy now!” The ad is clearly telling the consumer specifically that you must move now to get this
bargain deal. Living in the digital age using a direct response internet ad allows the salesperson to
receive a real time response unlike the prior magazine, newspaper, or even television infomercial ads.
This method also always one to measure or create a poll to determine if A or B presents the best offers
and pricing with the various advertising targets. The largest individual category for searching advertising
on Google is direct response advertising. These advertisers are often referenced as direct to consumer,
DTC.
Branding advertising is an attempt to influence the mindset of the consumer. This form of advertising is
used by businesses, non-profits, and politicians. The image that is being painted is intended to be a
positive one. One that makes the ad the obvious choice. When done correctly branding advertising
makes the consumer quickly recognize them above and before their competitors. The ad will build a belief
as to what the product does and does not do and as a result the consumer immediately knows it’s the
best choice. For instance, athletes will shop for brands such as Nike and or Under Armor because their
brands have built an image or impression that their clothes and shoes have been designed to cater to the
athletic needs better than Walmart brands. Branding connects the consumer emotionally. Branding
advertising can also present a call to action but at the end the overall purpose it is to establish a positive
image in the mind of the consumer.
The two techniques may have different goals that can conflict. Where branding may have a goal of
awareness to aid in producing a sale, branding does not always produce a sale. Nor is it intended to.
Goals with branding also build upon the reputation, customer service, community engagement, or
consumer advocacy. While direct response ads number one goal is to close out the sale. A good way to
remember the difference between the two is direct response ads help people buy; branding ads help
people choose.