Branding
Branding is the opposite of direct response marketing — it doesn’t require an immediate action from the consumer — its goal rather is to build awareness and name recognition of a product over time and help it stay in the minds of prospects. In the offline world, think the battle of the cola giants. In the online world, it’s typically video ads like the ones you see for a new luxury car or truck. Because results are harder measure with branding, many online marketers lean towards the direct response model.