Direct Response and Writing for Advertising

Bond University

Course Description

  • Course Name

    Direct Response and Writing for Advertising

  • Host University

    Bond University

  • Location

    Gold Coast, Australia

  • Area of Study

    Advertising, Marketing

  • Language Level

    Taught In English

  • Course Level Recommendations

    Upper

    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credit Points

    10
  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4.5 - 6
  • Overview

    Introduction

    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.
     
    Learning Objectives
    1. You will learn to recognise & differentiate the roles, strategies & communication methods of different types of media involved in Direct Response Advertising. You will learn to develop & craft appropriately targeted advertising messages for each specific media channel.
     
    2. You will learn to deal with deadlines, team commitments, responsibilities & course obligations. You will be able to plan & manage time & resources, make strategic decisions, delegate & co-operate in a professional manner.
     
    3. You are expected to be able to demonstrate sound understanding of disciplined message structures within socio/cultural, legal & ethical frameworks.