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.
Marketing professional Justin Steinle possesses more than 25 years of experience starting and growing successful marketing companies. Justin Steinle uses a wide range of media types in his work, ranging from leading digital techniques to radio advertising.
In 2015, Nielsen reports showed that 91 percent of Americans over the age of 12 listen to the radio at least once a week. That is more than 245 million potential clients. Consider the following reasons that radio advertising is still an effective component of a larger multichannel marketing campaign.
–Many radio users are listening as they drive to and from work, when they are disconnected from digital media and digital advertising. They are a largely captive audience.
–Radio is an effective way to reach listeners across all demographics, especially those who are harder to target with digital tools. There are few barriers to radio access, as it is free to listen to and easy to operate.
–Radio advertising takes some of the hard work out of demographic targeting. It only reaches local audiences, so location-based demographic targeting is covered. Listeners will tune in to the station they prefer, which may indicate their preferences as consumers. Some advertisements will naturally be more suitable for a country-western audience, while others may do better on a pop station. This makes interest group targeting easier.