How is DRTV being used by companies today?
Direct Response Television (DRTV) is bigger than the motion picture business. It is such a huge industry because it is a form of advertising that is totally measurable and delivers an ROI on the investment made. As the name implies, direct response (DR) commercials are all about eliciting a “response” from the consumer. DRTV commercials are designed to motivate consumers to action and move them closer to making a buying decision. Typically, this means a commercial that is more detailed and benefit-focused than a brand spot – a brand commercial generates an impression; DRTV generates a response.
