Is there a name for this type of marketing?

[UKSBD]

Is there a name for the sort of marketing/advertising where the campaign isn't particularly aimed at selling, but more aimed at keeping the brand prominant?

 

[MH1]

Brand awareness?

 

[S-Marketing]

Is there a name for the sort of marketing/advertising where the campaign isn't particularly aimed at selling, but more aimed at keeping the brand prominant?

Would brand awareness advertising be too obvious?

 

[UKSBD]

yes, but is there a specific name for it?
Do marketing agencies have a name for brand awareness advertising, or do they refer to it as "Brand Awareness Advertising"?

 

[redtreeland]

I think it's just called branding, hence eCPM ads where advertisers pay for impressions and not clicks.

 

[UKSBD]

Just found this article for anyone interested.
http://advertising.suite101.com/article.cfm/measuring_general_advertising

they refer to it as just awareness advertising
Don't know if that is the common phrase within the marketing/advertising industry though, anyone?

 

[jamesmd]

in the grand scheme of things, it doesn't matter what it does.

you tell a marketer you want to advertising to keep the brand at top of mind. they'll know. probably will suggest a better strategy for your product/company. brand awareness is only really if your 2nd largest in market or in a niche.

 

[daveashe]

I call it brand based marketing.

Its what most small businesses will try and do, stick their company name up in large letters and not talk to the customers needs, objections or frustrations.

What jamesmd says is right - unless you are coca cola or already have quite a large market share it can seriously hurt your business.

Thats not to say you shouldn't brand your company in some way, branding is a good idea - it just shouldn't be the central focus of your advertising efforts.

 

[UKSBD]

in the grand scheme of things, it doesn't matter what it does.

It matters if you're the one displaying the ads and are paid on sales rather than paid on impressions.

I signed up with the Microsoft affiliate program, got some nice banners, the landing page was all nice, only problem was, Office 2010 costs £239 when buying direct from their site and is only £189 from various other sites

The chances of actually getting any sales via these banners is probably very low, so I can only assume Microsoft are running the campaign more for brand awareness / new product awareness rather than anything else.

Needless to say, I soon took my banners back down.

 

[AlanGNW]

As previously said - it is Brand Awareness. And you do need to be at the top of your game to make it viable for you.

Though usually associated with larger companies - the style can be duplicated either locally, or within a specific market IF you are already known and respected.

Interested to know why you asked?

 

[UKSBD]

Interested to know why you asked?

Because I was writing a blog post about it,
http://www.uksmallbusinessdirectory.co.uk/news/?p=1063
and needed to know the correct terminology.

 

[Mike@barcroft]

I wonder if you are thinking of the term 'Above The Line' marketing - which applies to generic promotion of a brand?

As opposed to 'Below The Line' which refers to the promotion of a specific product or targeting of a specific audience.

As previuos replies have stated this brand awareness or brand building is usually associated with larger organisations. It can be extremely expensive for a new company and even established organisations have very large budgets to launch new product lines or services.

 

[jamesmd]

mike@barcroft - um, no thats a bit wrong.

above the line: tv, radio, newspapers, magazines, internet advertising
below the line: guerilla, pr, ambient, viral

 

[S-Marketing]

mike@barcroft - um, no thats a bit wrong.

above the line: tv, radio, newspapers, magazines, internet advertising
below the line: guerilla, pr, ambient, viral

The student knows his stuff.

Shame on you Mike