Can You Give Me Your Definition of Performance Marketing and Brand Marketing?

Claire Strickett and Tom Roach give their definitions of performance marketing. They say it's aimed at eliciting an immediate response from people who must necessarily be in market, or they wouldn't be interested in buying a product. But brand building communications are by definition those which deliver their payback after six months. The word 'performance' has been misused to mean anything but what it really means.