Direct response TV, also known as DRTV, is a form of television advertising that encourages viewers to take immediate action, such as making a purchase or requesting more information, through a direct response mechanism. This type of advertising typically includes a call-to-action, such as a toll-free number or website, and aims to elicit an immediate response from the viewer. Unlike traditional TV commercials, direct response TV is designed to generate a direct and measurable response from the audience, making it a highly effective and cost-efficient marketing strategy for businesses.