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	July 17, 2006 Asking For The Order: DRTV Reconsidered by Lisa Bradner with Carrie Johnson, Josh Bernoff, Brian Tesch

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Executive Summary

Many brand marketers have long regarded direct response television (DRTV) as the backwater of advertising — home to the Chia Pet and The Clapper. In reality, DRTV is a thriving medium and comes closer to representing the future of advertising than does the 30-second spot. Built to engage consumers and get them to act as quickly and decisively as possible, DRTV has a distinct advantage when it comes to breaking through advertising clutter. While video on demand (VOD), interactive TV, and other new channels promise to change the shape of advertising, many are still in a nascent form, making them unattractive to some senior management. Smart marketers are using DRTV — in conjunction with emerging media channels and technologies — to bridge the gap today while positioning themselves and their brands better for the future.

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