Convergence marketing is the intersection of brand/image advertising and direct/hard selling advertising. It’s the idea of taking a witty super bowl ad or a dramatic magazine spread and adding those elements that will make the audience not only pay attention, but follow through to initiate a sales dialog with you.
My friend Richard Rosen knows this topic as well as anybody and he has written a new book, Convergence Marketing, on his theories and experience. Richard knows his stuff because he has worked in situations where you are trying to graft direct marketing principles onto image advertising. The book has lots of examples and is a great starting point if you are on the brand side looking to learn about direct. Now available at Amazon.com.