ADVT12-200: Advertising, Copywriting and Direct Response

Description

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

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

Subject outlines

• May 2020 [Standard]
• May 2019 [Standard]
• May 2018 [Standard]
• May 2017 [Standard]

Subject dates