Brand and direct response marketing

There are two types of marketing brand and direct response?

I thought to myself are there really two types of marketing or is there only type of marketing with an emphasis on one part or another? After much internal, and maybe a few slipped external self debates, I cam to the conclusion, the later is true; all marketing is both Brand and Direct Response.

Act now

Act Now, has been said since the early 1980's by Ron Popeil and and many other TV direct response marketers. They tell you to act now. This great gadget will help you achieve stupendous results that you have never  been seen before. But don't take our word for listen to what Jim, Judy and the whole world is saying about the …dot.. dot.. dot.

This offer won't last so hurry and act now.

How many times that have I heard that or something along those line late at night on TV when I could not fall asleep, or when I stumbled onto a very long internet sales letter touting the next wonder whatever. The end of the sales letter the story ends the same way every time. Act Now!!

But Wait there's More

Brand Marketing tends to grab your emotions makes you remember and associate a feeling with a product or service. Remember to have a Coke and a smile.  As an executive said on CNBC, "we just want you to have a little bit of joy in your day," and of course share it with Coke. The brand is not only a products emotional feel, it is the company's emotional compass. HP famously has the "HP way" of engineering. Disney has it imagineers. These phrases all stem from the brand compass within the company that dictate the look ,and more importantly feel, of the products and services  a company creates and does.

For a limited time offer we will throw in a talking monkey  if you order today

Direct response is part of the advertising and marketing culture, sometimes that little verbal push telling your potential customers to hurry and act now is all that it takes to get to the buying edge. It is the emotional brand building before the call to action that pushes your customer over that last little bit.

So Act Now!

A good understanding of your brand with compelling ad copy will take your marketing over the edge, As Seen on TV.

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