CAB482 - Creative Development - Direct Response

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Last revision date 2018-01-26 21:42:24.644
Last review date 2018-01-26 21:42:24.644

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.

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.

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