Branding vs Direct Response Channels
Traditional branding channels are non-addressable, meaning that the message is delivered to whoever happens to be listening or watching, and those people are not identifiable. Below is a list of tradition channels:
- TV
- Radio
- Out-of-home
- Events
- Product Placement
- In-store display ads
DR channels speak to individual prospects. The advertiser has the opportunity to create a message to each individual and measure the response. Here aer some examples of DR channels:
- Cell Center
- Direct Mail
- Sales teams
- Mobile Phones
- Web display ads
- search engines
- website
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