In this corner we have “Brand Advertising” - in the opposite corner stands “Direct Response Advertising” - Who wins the battle?
First, lets define our two combatants. Brand Advertising is that which builds name recognition for a brand, but makes no specific offer. In the jewelry biz, we’re most familiar with this type of advertising in campaigns such as: Hearts On Fire Diamonds, Pandora Jewelry, Rolex, etc. This type of advertising is usually very “glitzy” with four color ads, the logo displayed prominently, a picture and nothing else.