"Branding is always important, but product innovation and feature sets are extraordinarily important, especially in the category of consumer electronics," said David Sarlitto, vice president of direct channel marketing at The Holmes Group in Milford, Mass Anyone who has perused a RadioShack catalog or spent an afternoon at Best Buy knows that there are hundreds of options to choose from for any given electronics item.
says that it is imperative that companies set their products apart from others and provide customers with buying incentives.
Direct response advertising facilitates these challenges by allowing companies to educate potential customers either with longer TV spots or by providing contact information to call in and learn more.
"I can spend 60 seconds or 2 minutes describing a product vs. having 15 or 30 seconds only being able to throw out a jingle," Sarlitto
does not want to diminish the importance of brand advertising, but when dealing with consumer electronics, companies who demonstrate their products are at a much greater sales advantage than those who simply create name recognition.
"Brands are under pressure, and product innovation is king," Sarlitto