[Brand advertising tells your target audience about your company, products and services. Direct response advertising invokes a response. Successful direct response advertising is the result of providing your target audience with a compelling reason to respond now, not later.
Your advertising should always create a well-rounded program that uses the right combination of brand development and direct response. Always include a strong call to action. Typically, prospects will respond if there is a compelling reason to do so. Be sure to create a sense of urgency””you want to hear from your target immediately.