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ADVT12-200: Advertising, Copywriting and Direct Response


This subject introduces you to various forms of direct marketing, ranging from more traditional direct response advertising and direct mail to contemporary forms of database marketing and interactive advertising. You will gain an understanding of tools and strategies that directly increase the effectiveness of advertising aimed at activating consumers. On completion of the course you will have developed communication and copywriting writing skills for multiple media channels and related areas of advertising and gained insights into the quantitative evaluation of direct response advertising from both theoretical and industry approaches through case studies or client work. 

Subject details

FacultyFaculty of Society & Design
Semesters offered
  • May 2021 [Standard Offering]
  • May 2022 [Standard Offering]
Study areas
  • Communication and Creative Media
Subject fees
  • Commencing in 2020: $4,340
  • Commencing in 2021: $3,890

Learning outcomes

1. Identify and evaluate communication channels most suited to Direct Response Advertising.
2. Craft, critique and modify creative copy to engage consumers across a variety of media channels, cultural backgrounds and audiences.
3. Understand the importance of testing, retesting, split-testing, roll-out and evaluation in direct response, and how this has been affected by the digital space.
4. Evaluate the appropriateness of direct response advertising practices in relation to privacy, data collection, data storage and how these are dealt with differently across the world.

Enrolment requirements

Requisites: ?


Restrictions: ?


Subject outlines

Subject dates

Standard Offering
Enrolment opens15/03/2020
Semester start25/05/2020
Subject start25/05/2020
Cancellation 1?08/06/2020
Cancellation 2?15/06/2020
Last enrolment07/06/2020
Withdraw – Financial?20/06/2020
Withdraw – Academic?11/07/2020
Teaching census?19/06/2020