Direct Response industry professional Justin Steinle explains the difference between Brand versus Direct Response advertising;
Many local businesses take the approach of Brand Advertising as they’re commonly pitched by local newspapers or television sales representatives on the media options available within a local network. Typically, they’ll position you with a Brand advertising campaign, but is this right for your business?
Brand advertising allows you to create awareness with your local market, which a consumer may then think of your business when the time is right, but that could be months to years down the road. Whereas Direct Response advertising your business with both brand recognition and a desired action to get the consumer to take action by calling, visiting a website or stop by your place of business.
So depending on your business goals, make sure you’re executing the strategy for your business goals.