Many marketing and account executives who sell advertising will ask the question do you want to increase your brand awareness or do you want direct response from the potential customer to come and buy from you tomorrow. Many of these account executives and advertising salespeople separate the two different goals.

Yet if you are in business you know you need the most efficient marketing message to send out to your target market and potential customers to get them in the door, but at the same time you need to build brand awareness and you were very much aware about to.

Why should you the business owner and customer of the advertising have to choose between brand-name awareness and getting people to buy your products and services as soon as possible? The fact is you should not have to choose; you should be able to get both.

If your account executive or advertising consultants cannot achieve this for you perhaps you need to switch to a new plan, new team or a different marketing mix. In other words fire them and kick them out the door if they cannot achieve value for you in both brand awareness and immediate response.