Creative Concepts: Direct Response Advertising

Direct Marketing (DM) is media agnostic. It is a set of behaviour-changing principles that, when applied to any given medium from direct mail to DRTV to online will work to achieve a clients stated quantifiable objectives (response rates, hot leads, sales, data enhancements, etc.) Through different types of research and analysis projects, students learn the approaches and appeals that increase the effectiveness of direct response advertising and ultimately enhance the response rate. Learning is further advanced through insightful guest speakers covering key topics related to direct marketing.