You have a company. You want it to be a huge success. This means advertising. But what’s the best course for you, a branded or direct response commercial.
So what’s the difference?
Direct Response Commercial
I like to call this, the less subtle cousin of the ad family. To sum it up, this is the style of advertising that says “This is what I sell, and you can’t live without it.” Direct response tends to focus on products with clear claims and price is apparent.
Direct Response commercials are designed to generate an immediate response. Pick up the phone now. Go online right now. And if you call right now we’ll throw in this face cream, a $40 value.
There are variations.
Direct to the Public
Late night infomercials or direct response commercials tend to market directly to you. They have a warehouse full of “widgets” and ship directly to the consumer through web or toll free numbers.
The commercial is designed to generate traffic to a bricks and mortar store. They will often have a tag that says, “Acme Miracle Brush is available at these fine stores”.
Impact of the Web
The internet has had two major impacts on direct response advertising. As mentioned above, “Direct to Public” advertising has become much more common. The public’s increased confidence in internet commerce has made the web a much feared competitor to television as a sole marketing channel to deliver the message, display the product options and purchase. A positive though is the web’s ability to extend the sell that was started by the initial tv commercial. The broadcast commercial has 30 seconds to make its case. The web is only limited by the visitor’s attention span. Plus the website offers an unlimited list of store locator options that television can not.
Brand advertising is personality transference. If done properly, you look at a company’s logo and immediately have a reaction.
Look at the Nike logo. Hundreds of commercials dedicated to sports domination make you feel the Nike brand is the brand of champions.
There are two common traits of brand advertising.
It’s based on emotional triggers.
It’s often associated with a product with no discernible advantages. What makes cola better than another? There may be some taste differences, but people will often buy the drink that most mirror’s their own sense of personal style. The Coke polar bear and annual Christmas Santa are classic brand strategies to create the positive brand transference the faithful Coke drinker expects.
Pure Brand Ads
When an ad has little or no direct action elicited in the ad, it’s a pure brand commercial. The Skittles campaign has one small call to action. Taste the Rainbow. There’s no urgency to buy, no reference to how it tastes, just a bizarre campaign focused at the consumer who thinks of him/herself as cutting edge and on the cusp of cool.
When a product uses humour but still has a call to action at the end, especially when the humour is built around the main selling point of the product, this is a brand-direct hybrid.
We created this commercial for online small claims court filing website Easycourt.ca with the purpose of creating a personality that said fun and easy. There’s nothing fun or easy about standing in line at a government office, but the website and the commercial connect the consumer with the right emotion.
Choosing which style of delivery is often predetermined by your product or service. But whenever you can instil some emotion into the brand, it translates into longevity. And that’s never a bad thing.