You see it often.  A spot that doesn’t know what it is.
Am I a Direct Response Spot?
Am I a Branding Spot?
I have a phone number on me, which makes me think DR, but it’s so small – it’s the same type size as the disclaimer below it. I’m so confused! Who am I??? What am I???
 
The easiest way to determine whether a spot is for branding or for response to is by asking, what is the goal?
If you want people to remember me – I’m a branding commercial.
If you want people to call me (or visit) – I’m a DRTV commercial.