CAB352 - Copywriting for Direct Response Advertising

Outline information
Schools offering this subject
Last revision date May 25, 2020 1:45:59 AM
Last review date Aug 3, 2020 12:15:12 AM

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.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

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 Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.