Media / Talk of the Trade: Tele-ads put to test

Tuesday 28 June 1994 23:02 BST

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CHANNEL 4 and BT have released the first major research on the effectiveness of direct response television - whether adverts asking people to buy or seek more information over the phone actually work. It found that two-thirds of phone calls from viewers were made in the three minutes after the advert was screened.

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Media / Talk of the Trade: Tele-ads put to test

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