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ADVT12-200: Copywriting for Advertising May 2017 [Standard]

General information

This subject provides a comprehensive understanding of the professional direct communication process. It introduces students to various forms of direct marketing, including direct response, direct mail & telemarketing, database marketing & interactive advertising. This subject helps students understand & implement strategies & communication skills aimed at increasing the effectiveness of professional advertising programs. As part of this subject, students will: Develop communication & writing skills for all media channels & related areas of advertising; Develop skills & strategies for quantitative evaluation of direct response advertising; Analyse direct response advertising from theoretical perspectives; Apply skills & knowledge in simulations, case studies &/or real clients.


Academic unit:Faculty of Society & Design
Subject code:ADVT12-200
Subject title:Direct Response and Writing for Advertising
Subject level:Undergraduate
Semester/Year:May 2017
Credit points:10

Delivery & attendance

Delivery mode:


Workload items:
  • Lecture: x12 (Total hours: 24) - Weekly Lecture
  • Tutorial: x12 (Total hours: 12) - Weekly Tutorial


Prescribed resources: No Prescribed resources. After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
[email protected] & Email:[email protected] is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.

To access these services, log on to the Student Portal from the Bond University website as

Enrolment requirements

Requisites: ?


Restrictions: ?


Assurance of learning

Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.

At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.

Program Learning Outcomes (PLOs)

Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.

Find your program

Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:
  1. Be able to recognise and differentiate the roles, strategies and communication methods of different types of media involved in Direct Response Advertising. They will be able to develop and craft appropriately targeted advertising messages for each specific media channel.
  2. Be able to deal with deadlines, team commitments, responsibilities and course obligations. They will be able to plan and manage time and resources, make strategic decisions, delegate and co-operate in a professional manner.
  3. Demonstrate sound understanding of disciplined message structures within socio/cultural, legal and ethical frameworks.


Assessment details

TypeTask%Timing*Outcomes assessed
Class Participation Attendance and Participation (incl. Online) 10% Weekly 1, 2, 3.
Practical Workbook Tutorial and Lecture Exercise Portfolio 30% Weekly 1, 2, 3.
Oral Pitch § Group presentation/exhibition 30% Week 12 1, 2, 3.
Showcase Portfolio Individual Portfolio 30% Week 13 1, 2, 3.
  • § Indicates group/teamwork-based assessment
  • * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
  • C = Students must reach a level of competency to successfully complete this assessment.

Assessment criteria

High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking.
Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas.
Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above.
Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment.
Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines.

Quality assurance

For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.

Study information

Submission procedures

Students must check the [email protected] subject site for detailed assessment information and submission procedures.

Policy on late submission and extensions

A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.

Policy on plagiarism

University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.

Bond University utilises Originality Reporting software to inform academic integrity.

Feedback on assessment

Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.

Disability support

If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.

Subject curriculum

Origins & evolution. Scope, technology, how it works, terminology & definitions. Role of measurement & ROI

Writing to sell the advertiser's story. Messages, magic & manipulation? Storytelling & Swipe time.

Loyalty & relationship building, codes, rules, ethics & law. Devising a strategic plan to fit the business & the vision

Information gathering & management. Types, issues, practices, ownership & the law.

Social trends & tribes. Frameworks & structuring the message

Crafting the message for different media. Languages of communication. Wot's a bot got to do with it?

Roles, rules & testing. What is UX & why does it matter?

Strategic uses, creative styles & measuring effectiveness

TV, Radio, Telemarketing & Infomercials

Internet & social media, content creation & SEO

What's new? Experiential & what else?

Summary & review. Presenting portfolios

Approved on: Mar 21, 2017. Edition: 3.1