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.
|Faculty||Faculty of Society & Design|
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.