Abstract: An advertising response system is disclosed for use with a television receiver (10) permitting a viewer to establish a telephone call to an advertiser whose displayed advertisement, having embedded contact information, is received by the system and displayed on the television screen (11). A communication appliance (13) having the ability to establish telephonic communication to between the user and the advertiser receives the advertisement, extracts the embedded contact information and displays an indication that the ad is callback enabled. With the push of a single remote control (14) button, the appliance (13) is commanded to establish a telephone connection between the user and an advertiser. In one embodiment, the remote control (14) includes a microphone (20) whereby the user speaks into the microphone (20) and listens to the television speaker (12) to communicate with the advertiser.