Direct Response Television

Posted in Marketing and Strategy Terms, Total Reads: 2632

Definition: Direct Response Television

Direct response television comes under direct response marketing. Idea wise, it is a combination of the mass market appeal of Television with a one on one sales presentation. DRT can be defined as any television advertising that permits or requests consumers to directly respond to the advertiser. This can be through a telephone number or through the official website of the advertiser.

This can be technically divided into two types:

  • Short form: Those DRTV commercials that are of less than 2 minutes duration
  • Long form: Those DRTV commercials that are of more than 2 minutes duration

Direct response television (DRTV) marketing is majorly seen in products like fitness equipment, housewares, beauty products, healthcare, coins, collectibles etc.

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