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From the DRTV Specialists

DRTV - Direct response television – Wikipedia

Direct response television (DRTV) is any TV advertising that asks consumers to respond directly to the company — usually either by calling an 0800 number or by visiting a web site. This is a form of direct response marketing.

There are two types of direct response television, short form and long form. Short form is any DRTV commercial that is two minutes or less in length. Long form direct response is any television commercial longer than two minutes.

Direct response television campaigns are commonly managed by specialist Direct Response or DRTV agencies with a full range of strategic, creative, production, media, and campaign services. They may also be managed by media buying agencies who specialize in direct response.

(excerpts from Wikipedia, 28.6.17)