direct advertising vs brand advertising
In the article: http://www.techcrunch.com/2010/01/04/jpmorgan-adv…
it states:
"But in the online world, where direct advertising is represented mostly by search and email ads and brand advertising by graphical display ads"
I'm not really sure what 1) direct advertising and brand advertising means and 2) the difference between search and email ads- and graphical display ads
Please help out here! Thanks
Brand advertising is basically what it says. Ads that build / create awareness around a brand. Direct advertising seeks an action, such as a website visit or a purchase.
It's basically saying that search and email ads are direct. It makes sense because email and search provide context as to what the user is interested in. That gives the ad a better chance of mattering / being acted on. Hence, Google Adwords allow advertisers to sponsor Google search queries for particular keywords. On the other hand, graphical display ads are not really shown based on the action of the user, and so it isn't particularly targeted. Those are more useful for branding.
Does that make sense?
okay thanks that makes a lot more sense now
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