Why Brand Awareness and Direct Response Advertising Must Be Separated

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Why Brand Awareness and Direct
Response Advertising Must Be Separated

Marketing can take many forms. Think skywriting to advertise an upcoming trade fair
or the more affordable banners, brochures, and door-to-door pitches. Technology has
steadily disrupted marketing dynamics to be more consumer-oriented, including email
marketing, social media platforms, content marketing, SEO, and more.

As competition rises with the explosion of e-commerce, the marketing strategy
requires careful and conscious thought that the smallest budget maximizes the
highest conversion to sales. Next, it calls for an evaluation of the speci몭c goal for that
marketing campaign to choose the best 몭tting design. Finally, it demands a choice
between brand awareness and direct response advertising to reap the highest
rewards from the plan.

Brand awareness vs. direct response
marketing

Brand awareness aims to create value and content for customers while maintaining
the market share over competitors. Therefore, the ad must immediately grab the
viewer’s attention and convey a message associated with the brand.

On the other hand, direct response advertising aims to drive traf몭c to the business
and generate conversions that raise revenue. Therefore, the ad, in this case, will
provide an attractive offer to the target audience and an emphasized call to action.
Moreover, the business must meet the promise it makes the consumers by following
the link to grow its following and customer loyalty.

A random observer would 몭gure it makes sense to kill two birds with one stone and

combine the objectives. However, the danger of combining both strategies Fiosllothwat they
dilute their separate magni몭cence and result in a combined compromise.

For example, assume that a soft drink company embarks on a brand awareness
campaign that posts content online. A video designed to engage the audience will sell
the name and the story, cementing the brand anytime they think about buying a drink.
If the same company wants to generate traf몭c, the campaign will offer a value
proposition to the customers and include an obvious prompt.

If the campaign combined both goals, the ad would have a loud brand message and an
obvious clickable action. However, the ad will perform poorly on awareness as the
message clutters around a large button, the offer, and the message. Similarly, it will fair
poorly on driving traf몭c because the offer will dim next to the brand message.
Ultimately, the desire to leave a strong visual impression will con몭ict with directing
attention to the clickable action.

Why it is essential to separate brand awareness and
response advertising

The business need

Large brands that have cemented their revenue do not need their marketing to
generate revenue. Rather, they manage their visibility to retain their name in the
market. Therefore, it will make more sense to direct ads towards personalizing the
brand and ensuring that they remain in the customer’s conscious mind.

On the other hand, smaller brands are looking to scale by building revenue and need to
convert every customer that visits their platform into a sale. A direct response
advertisement is more reasonable in this case, as it will include a highlighted CTA.

The budget

Whatever the business is, it is stacked against a horde of competitors. Therefore, the
marketing team must always design a strategy that maximizes returns depending on
the budget. For example, consider that a brand awareness campaign will be a bigger
dent in the pocket because you must keep up with the market and match the
competitors. Moreover, the direct response provides a better metric where the

company needs to evaluate to measure the ROI. The marketing strategy combines the
available budget, market needs, and short-term and long-term objectives. Finally, it
needs to be data-driven to provide the most reliable results.

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carrolljillian July 25, 2022 Advertising Marketing

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