1) What is more measurable, direct response or traditional awareness based marketing communications?

As a recent graduate in advertising and marketing, research has led me to some questions about marketing. I would really appreciate any knowledge you are willing to impart.

Thank You,

Nicholas M. Wood

Tags: ROI, ROMI, advertising, direct, marketing, measurable, metrics, response, traditional

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Permalink Reply by Susan Gasaway (Baxla) on June 29, 2009 at 3:08pm

I would say most clients are looking for Direct Response. It's all about the here and now to them – with numbers that can be measured so they know the "effectiveness" minute-by-minute. Long range "awareness" campaigns are becoming obsolete as everyone is looking for their 6 seconds of retention.

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Permalink Reply by copyvet on July 7, 2009 at 11:28am

Direct response is always more measurable, because the metrics are predefined. In other words, in direct response, you're asking your audience to do something very specific. If they do, it's measured. On the other hand, "awareness" is difficult to define and hard to accurately measure.

That said, it doesn't mean we should do away with brand awareness advertising. Or, for that matter, that direct response advertising can't build brand awareness. The two aren't necessarily mutually exclusive.

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Permalink Reply by John Sing on June 9, 2011 at 2:22pm

At Kre8 Media our clients are happy with our results we get from setting up a direct response media campaign for them. The roi from our campaigns have been outstanding and we are very proud of our success. In my words Direct Response is much more measurable because everything is based online and you can tell from clicks what works and what doesn't.