Course Resources Archive

This module provides practical experience of Direct Marketing. Students work in creative teams to research, create and design, direct mail, press and poster advertising.

This module defines the concept, role and practice of 'Direct Marketing'. Students will be encouraged to work in teams to create and design integrated advertising campaigns to client brief. Practical project work will involve creating direct mail, press and poster advertising and presenting this to senior creatives from the DM industry.

A student passing this module should be able to:

1.      Recognise and use constructively the mechanisms of direct response advertising in order to create multi-channel media campaigns.

2.      Appreciate the objectives of direct marketing in terms of audience communication, persuasion, style and identity.

3.      Demonstrate the ability to conceive ideas, manage the creative process, evaluate information and use it to plan and develop campaign strategies.

4.      Identify and develop the skills necessary for effective copywriting and art direction for direct response advertising.

5.      Understand the role and place of direct marketing within the advertising industry.

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.