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Glossary: DRTV
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- wall
- An unseen, unpredictable “wall” of resistance to any further DRTV campaign expansion. Response can begin to drop off dramatically, so media spending drops.
- wobble zone
- Response levels prior to “hitting the wall” that are consistently around ad allowable while spending levels are maintained. In this “wobble zone” the CPO fluctuates under and around the ad allowable.
- World Wide Web (WWW)
- The commercial context of the Internet where DRTV marketers can post product and company information by creating a commercial Web site or home page, which online computer users/consumers can access at their convenience.
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Click to call now! Moms lead mobile, CBS caught with its pants down
