Editing Direct response television (section)

== DRTV as sales channel ==
When it first appeared, DRTV was used to market goods and services directly from the manufacturer or [[wholesaling|wholesaler]] to the consumer, bypassing [[retail]]. Over time, it has also become used as a more general advertising medium and is now used by a wide range of companies — often to support retail distribution.  Non-profit organizations also benefit from DRTV by making a direct appeal to viewers to make a donation.<ref>{{Cite web|url=http://www.adweek.com/brand-marketing/3-surprising-lessons-major-nonprofit-learned-when-it-analyzed-its-advertising-171588/|title=3 Surprising Lessons a Major Nonprofit Learned when It Analyzed Its Advertising}}</ref>

Many types of companies use DRTV. Marketing companies who specialize in DRTV continue to use the format to offer product exclusively sold through TV. Many of these items find their way to retail shelves once their television campaign has ended or has matured. For example, the [[Dirt Devil]] Broom Vac was [[DRUM Agency#History|only available on TV for three months]] before retail launch. Mass merchant retailers often have "[[as seen on TV]]" sections in their stores.