What is DRTV?
Direct response television advertising (DRTV) is designed to elicit a response from the consumer directly to the advertiser – by means of a telephone call, visit to a website or text message etc. Whether advertising a product or service, this response is often immediate and always measurable. With DRTV the focus is on number of responses and how much these cost. Unlike branding advertising, where the main purpose is to create a brand that distinct target markets recognise and connect with, DRTV advertising has one purpose and that is to generate leads at a level and cost which is effective for the advertiser. While brand advertisers want to create or alter a perception of their brand that is likely to influence future decisions on products or services, a DRTV advertiser wants to influence the consumer’s decision making immediately. A brand needs not only to be seen by the right people, but also in the right place to make it memorable and reinforce the creative message. For a DRTV adver
