CAB352 - Copywriting for Direct Response Advertising

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Last revision date 2018-05-30 12:58:12.236
Last review date 2018-07-30 09:57:53.388

Subject Title
Copywriting for Direct Response Advertising

Subject Description
This subject introduces Creative Advertising students to the business and creative practice of Direct Response advertising and marketing, one of the fastest expanding segments in the field of marketing communications. Its range has now extended beyond mail as it reaches more people in their homes, on their computers and their cell phones. Students will explore, create and produce the various methods of reaching their target audiences via direct response, DM advertising, emails, text messaging, social marketing, ecommerce, ambient marketing, DRTV, online videos, interactive and new media.

Credit Status
Creative Advertising Diploma Program

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Appreciate the differences between Direct Response and General Awareness Advertising;
2. Work in teams to plan, develop and produce a live Direct Marketing project, from concept to completion for a real client. The successful team will get their names printed on the DM piece and will receive printed copies for their portfolios;
3. Understand the key elements required for successful Direct Marketing campaigns;
4. Prepare and execute a competent direct mail package, DR print ad, database marketing, segmentation, customer relationship management, broadcast, and interactive disciplines;
5. Demonstrate a working knowledge of the list industry and media options available to Direct Response marketers;
6. Understand the economics of Direct Marketing and fundamental business issues underlying DR campaigns;
7. Provide solutions to optimize a client?s return on investment (ROI);
8. Become an active participant and collaborate effectively with team members in completing both group projects in-class and solo projects;
9. Appreciate the important disciplines necessary in the growing field of integrated new media and on-line segment.
10. Be an active in-class participant contributing effectively to the assigned tasks in one-on-one meetings with the Instructor and in the process within in-class and/or workshop exercises for evaluation.
11. Understand the purpose of, and effectively meet all deadlines and project requirements.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

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Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.