By Samuel Scott

Not everything that is important in marketing can be quantified or automated. Soon, we’re going to have to remember that fact.

But first, let me take you back to a little theory. There have always been two main categories of advertising: brand and direct response. Brand advertising aims to build long-term brands by communicating desired, subconscious messages to mass audiences over time. Direct response tries to get immediate, trackable responses from a specific group of people or set of contacts.

Brand advertising is most of what you see on TV, print, and radio. Direct response includes sales catalogues, junk mail, email and Read full story ›

Source: The Drum