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Definition

Direct-response television (DRTV) marketing

Direct-response television (DRTV) marketing refers to direct marketing via television, including direct-response television advertising (or informercials) and home shopping channels.

Direct-response television (DRTV) marketing takes one of two major forms. The first is direct-response television advertising. Direct marketers air television spots, often 60 or 120 seconds in length, which persuasively describe a product and give customers a toll-free number or a Web site for ordering. Television viewers also often encounter full 30-minute or longer advertising programs, called infomercials, for a single product.

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