A quick shout-out"¦. All marketers and advertisers really should check out this blog post by Ken Mallon, who is SVP for Custom Solutions and Ad Effectiveness Consulting at our partner company Dynamic Logic.
I was privileged to share a stage with Ken at the Digital CMO Summit, hosted by Compete in Miami earlier this month. During our session, Ken referenced the earlier blog post, which presents compelling evidence that "direct response" ads are just as likely to positively influence attitudinal metrics (like awareness, favorability, and so on) as ads that were designed expressly for "branding" purposes.
At Compete, we have a perspective from which it’s long been obvious that online response is a sign and measure of brand health, and that advertisers need to look at campaign-driven increases in site visit, conversion, and brand-term search as part of the total "branding" value generated by any campaign.
But Ken, using Dynamic Logic’s impressive Market Norms database, proved the inside-out, upside-down corollary: that an ad designed to drive rapid action ("buy now," "click here," "20% off today only") is just as likely as an ad designed to foster positive associations ("Ford tough," "Coke adds life") — slightly more likely, even — to succeed in fostering those positive associations.
There are lots of ways to interpret this finding.Â Probably some ways to misinterpret it, too.Â But one hypothesis that it suggests to us is that brand managers ought to take more cues from direct response ads, which depend so much on clear value propositions laced with a degree of urgency. In the final analysis, Ken’s discovery is another indicator that behaviors and attitudes are tightly bound together in the complex formula that yields branding success.