Activating Your Advertising
Edition: 1
Copyright: 2024
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$90.00 USD
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, MBA, is a teacher, researcher, and trainer with more than 25 years of experience consulting, speaking, and writing. At Coastal Carolina University, he teaches advertising, personal selling, and principles of marketing. In class, he pairs core concepts with applied learning to build his students’ analytical, creative, and interpersonal skills. His research focuses on AI in marketing, digital engagement, experiential marketing, marketing technology, and sports marketing. He also develops training workshops, consults on communication and curriculum, and has delivered three TEDx Talks. His writing includes Kickstarting Your Marketing, a principles of marketing textbook, and several book chapters on AI, branding, and global sports. Learn more at https://www.matthewagilbert.com.