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Branding campaigns aim to build positive associations in the consumer’s mind so that they will look favourably on a company or product in the future.
It’s an investment in future sales and very different from direct response advertising, where the whole focus is for the consumer to take action now.
Traditionally, these two types of advertising have been miles apart, but the web changes all that.
More and more retailers are turning to the humble catalogue to help drive their web businesses, according to stats from e-commerce association Shop.org.
The data (via AdAge) shows catalogues are moving up firms’ to-do lists and are increasingly being judged by the ‘flick-to-click’ sales they manage to generate.
PPC search engine marketing by Browser Media
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