CAB482 - Creative Development - Direct Response

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Last revision date Sep 30, 2019 12:00:55 AM
Last review date Dec 2, 2019 12:15:20 AM

Subject Title
Creative Development - Direct Response

Subject Description
This subject is designed to allow students in the ACreative Stream@ to further develop their creative skill for direct response. It is an advanced creative development and copywriting course that covers design and writing issues both from a technical as well as a motivational perspective. It will focus on the cardinal rules of direct response creative, the process, the functions and responsibilities of the various individuals in a creative team, the principles and practices of direct marketing for acquisition, retention and loyalty programs from B2B (Business to Business) to NFP (Not-for-Profit) direct response.

Credit Status
Creative Advertising Diploma Program

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

1. Understand the role and function of the creative department in Direct Marketing.
2. Plan and create a Direct Mail piece from Direct Marketing Strategic Plan.
3. Understand the fiscal and economics realities of a DM campaign.
4. Evaluate and apply a Direct Marketing strategies and tactics
5. Demonstrate Production and Technical issues pertaining to direct marketing.
6. Demonstrate how to write and design skills copy that sells, what to enclose, effective call to action Techniques.
7. Be an active participant contributing effectively to the assigned tasks and the process of group work within in-class and/or workshop exercises for evaluation.
8. Understand the purpose of, and effectively meet all deadlines and project requirements.

Academic Integrity
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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.

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