Brand VS Direct Response Strategy


Although it will be second nature to seasoned advertisers and marketers, the difference between brand and DR (direct response) advertising can be confusing to those venturing into broadcast ads for the first time.

When your audience talks about the adverts that grab them and demand the most attention, they will be most often referring to brand ads. Think large Corporations such as Supermarkets with those Christmas ads, the emotions they elicit and the positive feeling they want their customers to associate with their business.

When a large advertiser pulls out all the stops getting the best talent money can buy and a production execution to match, you can bet that what they want to build a lasting impression in the mind of their customers – they want to convey excitement and brand recognition above a direct no frills call to action.


Direct response includes many of the print adverts you’ll come across in local newspapers and radio spots, Facebook ads, PPC and remarketing as they have one specific purpose, and that is for the consumer, to buy a product upon being served the ad.

Direct response ads are more targeted and functional than their counterpart in that they are designed to elicit a response, as their namesake would suggest. They often list out features and benefits of a product, price, offers and local availability.

If you would like to talk about how FEELANDBJORNMEDIA Consulting can help your business we would love to hear from you. As always I hope this has shed some new light on digital marketing for you.


Author: Isaac Bjørn

Isaac Bjørn is an Author, Entrepreneur, Philanthropist, Consultant, Composer Of Algorithmic Music & Algorithmic Art and a Pigeon Fancier. When’s not working he likes to read books, think's about why things are the way they are and how things are going to change. He’s also fascinated by philosophy and has an insatiable hunger for specialized knowledge.