How Media Multitasking Fuels ‘Brand Response’ Advertising
Nielsen tells us that some 60% of television viewers watch the tube and surf the Internet simultaneously at least once a month. To some observers, this suggests nothing more than a restless consumer brain and a divided attention span.
But sophisticated marketers recognize that multitasking is enabling — even requiring — a powerful variation on direct response television (DRTV) called “brand response” advertising. There isn’t widespread industry understanding of the utility of brand response, and the reason is simple: not all brand agencies comprehend direct response, and not all direct shops comprehend branding. Read More »
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