How to maximise the effectiveness of DRTV

Hugh Johnson

This article discusses the growth of direct response television advertising (DRTV), looking at results from a joint Channel Four/British Telecom study in this area.

How to maximise the effectiveness of DRTV

Hugh Johnson reports on Channel Four's most recent investigation of direct response television. By comparing campaign details, audiences and information on phone calls from British Telecom, the study provides a valuable insight into the effectiveness of different channels, airtimes and creative strategies.

Hugh Johnson

WHEN CHANNEL FOUR carried out the first investigation ever of Direct Response Television Advertising (DRTV) back in 1993, I suppose one could say that the market was in its adolescence. The Channel Four study put the amount of TV advertising that carried a telephone number at 12 per...

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