Thanks for the comment. As far as I know, there’s no way to know how ad impressions lead to conversions–I believe that would require more qualitative type research (such as actually asking people where they’d heard of the company before, but of course, many can never remember).

The Reis solution is a good one — my issue is more with branding advertising. It drives me batty to see ads that small companies have paid a lot of money for in their local paper, trade journals and magazines that do nothing but attempt to “brand” them as the foremost company in their category.

Too often, these businesses are being led to believe these ads will bring them a flood of new customers. They won’t. Potential customers want to know “what will you do for me?” And branding ads rarely answer that question because they’re focused on the company, not the customer.

If your goal is to create a response, there’s no better way to do it than with direct-response advertising/marketing that speaks to the customers’ needs and wants and asks them to take action.

Fulgoni does make a good point, though, that clicks don’t tell the whole story, which is why bidding on brand names converts so well for PPC. Do we have analytics that show how ad impressions, not just clicks, contribute to conversions?

My understanding of the goal of branding, via Al and Laura Reis, is to occupy the forefront position in the consumer’s mind for whatever category of thing it is that you’re selling. For example, in the summer when I desire cheap, cold beer in a can, my first thought is “PBR.”

The Reis solution is to be prime mover in a category that you create, or at least claim before anybody else.

But you’re argument for direct-response as an opportunity to build a relationship and cement loyalty sounds like a great alternative means to the same end. No form of advertising competes with a remarkable first experience.
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