Small Business: Direct Response vs. Branding

Direct Response Marketing

This type of marketing is planned to seek direct response that is quantifiable and specific. The delivery of response between the advertiser and the viewer is direct. It means that the customer answers directly to the marketer. It is different from direct marketing, where the marketer gets in contact with the prospective customer directly. Here, marketers use the broadcast media to attract customers and response to the product advertisement. In direct marketing there is no involvement of any intermediary broadcast media.

Branding

Branding is essential for large companies, such as Microsoft and Coca-Cola. Although branding alone can drive a business, repetition is also very important. Good branding enhances the customer's trust in your business. Branding usually enhances the direct response; however, a business owner should never hesitate to sacrifice branding if it negatively affects direct response.

What do you think should Small or medium sized enterprises build a brand image which is a long-term process, with no guaranteed results or should they go for Direct response marketing.