Direct response television (DRTV) is any television advertising that asks consumers to respond directly to the company. This is a form of direct response marketing. There are two types of direct response television, short form and long form.

While brands have clearly helped elevate DRTV’s status among advertisers of all sizes and across all industries, their foray into the space begs the question: What do we need to know about using DRTV as part of our advertising lineup? Here are seven answers to that question:

1. Traditional agencies and DRTV experts don’t always mix. Several brand agencies have “added” DRTV capabilities to the lineups, but DRTV is a different animal. It requires expertise, selling strategies and messages that traditional agencies haven’t mastered.

2. An agency with deep DRTV expertise is always worth its salt. Because traditional agencies aren’t equipped to orchestrate DRTV campaigns, it’s always best to work with one that has deep experience working in the medium. Look for agencies that have years of proven response-generating techniques with which traditional agencies are unfamiliar. During your search for a good DRTV partner, seek out companies that deliver best practices and have solid, integrity-based reputations. They should be willing to take the time to educate a newbie on the finer points of DRTV and how to most effectively integrate this marketing tool into an existing program.


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