Dictionary of Marketing Terms: direct-response television (DRTV)
direct-response television (DRTV)
broadcast advertising to which the consumer may directly respond by calling an 800 number or 900 number, or by mailing an order to the address given. DRTV advertisers try to buy time during programs that are complementary to their products. For example, a cooking magazine would advertise during a cooking show. Most DRTV advertisements run on cable networks because the time purchased is far less expensive than network television.
