OK, so there's this pig and a dog on a leather couch. They're in counseling. She's been chewing on his big pink ears.

How was this relationship saved?

A new television spot for Dad's "Better Than Ears" dog treats, filmed at the public library in West Mifflin, features a marriage counselor, above, advising a pig and a dog, below.

The marriage counselor recommended Better Than Ears dog treats. Oh, and by the way, here's a Web site where customers can get a $1 off coupon.

That commercial, filmed in January at the Carnegie Library of Homestead, marked the 73-year-old Meadville company Dad's Pet Care's first foray into what the marketing industry calls direct response television advertising.

Most of the world knows the direct response genre from infomercials for overnight improvement on abs or 30-second spots where amazing As Seen On TV products can be purchased by calling this 800 number now because supplies are limited!!! But their use is gaining popularity and going more mainstream.

Lured by the category's often cheaper rates, plus its built-in response measurement tools (measuring calls is a pretty exact science), advertisers last year spent $6.1 billion nationwide on direct response ads of all sorts, a 15.1 percent spike that outpaced every other category tracked by TNS Media Intelligence.

It's not just companies selling the latest wacky invention, either. Advertisers such as Dell and Procter & Gamble have increasingly used commercials urging viewers to go to a Web site or call an 800 number to get more information and maybe a special offer. "It's not the bane of advertising anymore," said Roger Tashjian, vice president of development for New York-based Razor & Tie Media.

He's part of a new joint venture pairing Razor & Tie, a direct response agency that has sold millions of Kidz Bop music and videos, and Pittsburgh ad agency Ten United, which has produced more traditional spots for Hoover vacuum cleaners. Right after the two companies announced their plan to create Direct Response @ Ten United in January, group account director Beth Nigro rushed off to propose that her client, Dad's, try the technique for its growing pet treats business.

Faith Radcliffe, Dad's vice president of marketing, didn't hesitate too long. The spot was done in three weeks and on the air in February for a limited run. Media buyers went after times on cable channels such as Hallmark, Oxygen and Lifetime that would be seen by their target demographic -- women between 25 and 54 who treat their pets.

Generally, networks with ad broadcast time that hasn't been picked up by traditional brand advertisers will offer spots to direct response buyers at a lower cost. Those picking up the remnants must follow certain guidelines, and they take the chance of being bumped if a better deal comes along.

But it can be worth it. Ms. Radcliffe estimated the $300,000 media budget went much further than it would have otherwise because Dad's paid one-half to one-third full price for the budget-rate air time. And with all the new cable channels and more and more advertisers moving dollars to online campaigns, there was no problem finding spots that weren't in the middle of the night.

Based on the first experience, Dad's is likely to try it again, perhaps with a new Jerky By The Foot product. The company reported a 27 percent increase in sales of Better Than Ears treats at one national retailer following the direct response ad. It also compiled a list of 4,700 e-mail addresses of customers willing to be contacted again with offers or perhaps surveys.

Those kind of trackable results go over well with budget committees that have come to love Internet advertising with its countable clicks and access to niche markets. The impact of big-budget TV branding campaigns can be less tangible, making the return on such a large investment harder to prove.

Big advertisers now are even exploring proposals such as using online auctions to buy traditional TV spots at better prices. Advertising Age magazine reported a national advertising committee wants to give the strategy a shot and that online auctioneer eBay might help.

Meanwhile, agencies that have been doing direct response for years report they are being invited to compete for contracts that would never have come their way before. "I really think there's a sea change in the industry," said Lucas Donat, of the Donat/Wald ad firm in Santa Monica, Calif. It has worked on accounts from 1-800-Dentist to eHarmony.com.

As someone who has been in the business since the days when the category was dominated by late night spots with flashing 800 numbers, he said practitioners have learned a lot about what tools can be used to build emotional excitement and drive viewers to the phone or the Web.

These days, a sort of hybrid campaign is gaining popularity. It blends the traditional hallmarks of building brand personality with the direct response call to action. Similar commercials could be placed in the usual TV spots or easily inserted into opportune openings that arise. That's where the Ten United and Razor & Tie team think they can share expertise.

Despite the forces driving interest in direct response TV, even those who like the category say the tool wouldn't work for every product. Some companies may hesitate to put an 800-number on a spot that is trying for a luxurious or upscale feel.

Besides, commercial time on a hit show such as "American Idol" isn't ever going to be available to remnant buyers, as advertisers looking for unused air time are known.

Agencies also say they have to be careful not to take on campaigns that don't fit the genre, in part because it's obvious if the effort isn't quickly working. "It can be a mean science sometimes," said Mr. Donat.

Dad's probably wouldn't use direct response for its traditional pet food products, said Ms. Radcliffe. Pet treats are often an impulse buys for customers.

Dog and cat food choices, on the other hand, may be influenced by a recommendation from a vet and people don't change brands as often.

"This is TV to drive a response," said Ms. Nigro.

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Correction/Clarification: (Published May 18, 2006) A Dad's Pet Care commercial was filmed at Carnegie Library of Homestead, not a library in West Mifflin as was incorrectly reported in the original version of this story published May 17, 2006.