Direct Response Advertising vs Traditional Advertising

A healthy advertising campaign works hard on raising awareness and share of voice in the market for your brand, and positioning it clearly. Thus the brand becomes a familiar concept in the consumers’ mind. It is up to your quality control to deliver the product or service to absolute satisfaction to become a trusted brand.

This is a lengthy and ‘delicate’ process that can take years, and its success is relatively hard to measure, especially at first. You could be ‘packaging’ your marketing message the wrong way, and only find out that there is a problem a year later.

However, well executed traditional branding campaigns such as coca cola’s enables it to demand premium price for its coke in a saturated and highly competitive market.

Brand and positioning advertising is vital for a company the likes of McDonalds, who finds itself constantly under the scrutiny of the press. It tries to position itself as a professional fast-food restaurant with the emphasis on hygiene, family venues and fun – and since recently it offers the option of healthy snack alternatives. The day McDonalds gives up its traditional advertising, it’s ‘dialogue with the general public’ as it were, is the day it’s going to wake up finding its headquarters surrounded with protesters and the general public too concerned to grab a burger at it’s establishment.

Once your brand is established or at least can be recognized from memory, it will look trust worthier and it will be easier to solicit a response from your prospects and customers.

Direct response advertising is an equal integral part of your marketing campaign. It will help you to understand your customer in depth and even ascertain whether your traditional campaign is effective or not.

Direct response advertising is used when we want to capture more information about our customers, get to know their likes, dislikes, habits, income, etc., any relevant information that can help us segmenting the market. Once we have this data, we can develop products that better suit their needs, and market to our customers in a more relevant and targeted way. This insight will give the savvy marketer a tool to make his advertising campaign into a desired service. The customer wants to hear the marketing message, because it benefits him.

Direct response advertising can also help you grow your database, fill it with new prospects.

And of course, when the holidays come along, it can help you market your product just in time for the shopping frenzy.

In short: traditional advertising teaches the customer about your brand, direct response advertising teaches you about your customer.

Article Source: http://www.content.onlypunjab.com

Find out more about Lorenz Lammens' direct response advertising efforts in the UK

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