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Activating Your Advertising

Activating Your Advertising

Author(s): Matthew A. Gilbert

Edition: 1

Copyright: 2024

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$90.00

ISBN 9798765794098

Details KHPContent 180 days

Faculty Review Copy

Module 1 | Defining Advertising Fundamentals
Chapter 1: Establishing the Importance of Advertising
Chapter 2: Addressing Advertising Fundamentals
Chapter 3: Separating Advertising Myths and Facts
Chapter 4: Catching and Keeping Attention
Chapter 5: Navigating the Regulation of Advertising

Module 2 | Managing Advertising Messages
Chapter 6: Harnessing the Power of Persuasion
Chapter 7: Unleashing Emotion in Advertising
Chapter 8: Exploring Endorsement Strategies
Chapter 9: Perfecting the Art of Argument
Chapter 10: Investigating Media Channels

Module 3 | Understanding Advertising Administration
Chapter 11: Optimizing Budgeting and Spending
Chapter 12: Measuring and Testing Advertising
Chapter 13: Evaluating Advertising Effectiveness
Chapter 14: Explaining Social Media Analytics
Chapter 15: Mastering Media Options and Metrics

Matthew A. Gilbert

Inspired to “learn continuously and live generatively,” Matthew A. Gilbert, MBA, is a teacher, researcher, and trainer with more than 25 years of experience writing, speaking, and consulting. He joined Coastal Carolina University in 2020 after educating undergraduates in Dubai for six years. A lecturer of marketing at the Wall College of Business, he teaches advertising, consumer behavior, personal selling, and principles of marketing courses. Connecting academia with industry, his research and writing intersect humanity, industry, and technology. Considered a charismatic communicator, he facilitates professional development workshops and has delivered three TEDx Talks. As a consultant, he designs marketing communication materials and serves as a subject matter expert. He holds a bachelor’s degree in English from the University of California at Santa Barbara and an MBA from Woodbury University. When asked why teaching is his tenure, he explains, “Education empowers me to influence individuals and impact organizations while improving myself in the process.” To learn more about him, visit https://www.matthewagilbert.com.

Module 1 | Defining Advertising Fundamentals
Chapter 1: Establishing the Importance of Advertising
Chapter 2: Addressing Advertising Fundamentals
Chapter 3: Separating Advertising Myths and Facts
Chapter 4: Catching and Keeping Attention
Chapter 5: Navigating the Regulation of Advertising

Module 2 | Managing Advertising Messages
Chapter 6: Harnessing the Power of Persuasion
Chapter 7: Unleashing Emotion in Advertising
Chapter 8: Exploring Endorsement Strategies
Chapter 9: Perfecting the Art of Argument
Chapter 10: Investigating Media Channels

Module 3 | Understanding Advertising Administration
Chapter 11: Optimizing Budgeting and Spending
Chapter 12: Measuring and Testing Advertising
Chapter 13: Evaluating Advertising Effectiveness
Chapter 14: Explaining Social Media Analytics
Chapter 15: Mastering Media Options and Metrics

Matthew A. Gilbert
Matthew A. Gilbert

Inspired to “learn continuously and live generatively,” Matthew A. Gilbert, MBA, is a teacher, researcher, and trainer with more than 25 years of experience writing, speaking, and consulting. He joined Coastal Carolina University in 2020 after educating undergraduates in Dubai for six years. A lecturer of marketing at the Wall College of Business, he teaches advertising, consumer behavior, personal selling, and principles of marketing courses. Connecting academia with industry, his research and writing intersect humanity, industry, and technology. Considered a charismatic communicator, he facilitates professional development workshops and has delivered three TEDx Talks. As a consultant, he designs marketing communication materials and serves as a subject matter expert. He holds a bachelor’s degree in English from the University of California at Santa Barbara and an MBA from Woodbury University. When asked why teaching is his tenure, he explains, “Education empowers me to influence individuals and impact organizations while improving myself in the process.” To learn more about him, visit https://www.matthewagilbert.com.