As a brand marketer focused on getting results, you may face a common dilemma: You'd like to make use of direct response advertising, which you know is measurable and results-oriented, but you think it is separate and distinct from brand marketing. Not so, writes Greg Bender of Ocean Media for MediaPost's Marketing Insider.
Bender says that the face of your brand should be consistent, regardless of the media or marketing method you use. He writes, "Unfortunately, some advertisers don’t consider this when developing DR advertising. Their focus is on driving response as efficiently (or cheaply) as possible. This may lead to creating an advertisement that checks off the key messaging points needed to drive response, but is executed in a manner incongruous with how they want (or need) the brand to be perceived." The result, Bender says, could sacrifice "long-term brand value" because the brand message and the direct response advertising don't mesh.
How do you solve the problem? By creating well-executed ads that "work just as hard at defining brand identity as driving response."
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