Direct Response Television or DRTV is a televised advertisement for a product or service that prompts a specific action by the consumer (dial a phone number, visit a website, etc.) with the ultimate goal of generating sales.
This time-tested format was originally used to market goods and services directly from the manufacturer or wholesaler to the consumer, bypassing retail. While many marketers continue to use the format with this same goal today, DRTV is often utilized as a broader marketing tool to help support retail sales, drive leads and/or raise brand awareness.
Over the years, the entrepreneur-driven DRTV landscape has evolved to include major brands such as Procter & Gamble, Johnson & Johnson, Cuisinart, Dremel and Gibson.