Moving DRTV into the mainstream

Caroline Hunt

This article examines the potential for direct response television on the ITV network. There is a growing realisation amongst advertisers that it is possible to generate response at the same time as building brand equity and awareness.

Moving into the mainstream

Carlton's Caroline Hunt examines the potential for DRTV on the ITV network

Caroline Hunt
THERE WAS plenty of good common sense in Beverly Barker's article on Direct Response Television (Admap, June 1995). However, the next challenge for marketers wishing to harness the combined power of the television and the telephone is how to extend their DRTV advertising beyond Channel 4 and satellite and take it to the 'Big Time', namely ITV. There is a growing realisation amongst advertisers that it is possible to generate response at the same time as building brand...

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