RETURN TO SEARCH RESULTS
Engaging Advertising

Engaging Advertising

Author(s): Matthew A. Gilbert

Edition: 1

Copyright: 2024

Pages: 142

Choose Your Format

Choose Your Platform | Help Me Choose

Ebook

$75.00

ISBN 9798765794760

Details Electronic Delivery EBOOK 180 days

Faculty Review Copy

Section 1: Activities
1 Advertising Myth Speed Debate 
2 Advertising Cost Research 
3 AI-Assisted Ad Creation 
4 Brand Personality Profile 
5 Copywriting Quick Fire 
6 Create a Tweet 
7 Crisis Communication Role-Play 
8 Cross-Platform Campaign Planning 
9 Customer Feedback Integration 
10 Emotional Appeal Brainstorm 
11 Ethical Branding Workshop 
12 Ethical Dilemma Discussion 
13 Flash Campaign Pitch 
14 Group Persuasion Challenge 
15 Guerrilla Marketing Brainstorm 
16 Hashtag Campaign Creation 
17 Headline Writing Hustle 
18 Influencer Collaboration Workshop 
19 Interactive Ad Design 
20 Jingle Jam Session 
21 Mobile Marketing Madness 
22 Print Ad Puzzle 
23 Product Launch Pitch 
24 Quick Ad Critique 
25 Regulation Role-Play 
26 Slogan Swap 
27 Target Audience Matchup 
28 User-Generated Content Challenge 
29 Viral Video Challenge 
30 Visual Impact Challenge 

Section 2: Scenarios
1 Advertising Budget Allocation 
2 Advertising Campaign Analysis 
3 Brand Ambassador Selection 
4 Brand Consistency Challenge 
5 Brand Loyalty Program 
6 Cause-Related Marketing 
7 Celebrity Endorsement Issues 
8 Competitive Advertising Strategy 
9 Crisis Management in Advertising 
10 Cross-Cultural Advertising 
11 Digital Advertising Effectiveness 
12 Diversity in Advertising 
13 Ethical Advertising Practices 
14 Event Sponsorship Decisions 
15 Guerrilla Marketing Tactics 
16 Influencer Marketing Campaign 
17 Interactive Ad Design 
18 Market Research Utilization 
19 Media Mix Optimization 
20 Mobile Advertising Strategy 
21 Negative Publicity Response 
22 New Product Launch Advertising 
23 Print Advertising Revival 
24 Product Placement in Media 
25 Rebranding Strategy 
26 Seasonal Advertising Campaigns 
27 Social Media Advertising 
28 Target Audience Identification 
29 Television Advertising Effectiveness 
30 Viral Marketing Campaign 

Section 3: Cases
1 Adidas AG: Accusations of Bribery to NCAA Basketball Programs 
2 Burberry Ltd.: Is It Okay to Burn Unsold Goods? 
3 McDonald’s Corporation Social Media: McDonald’s Is Lovin’ It 
4 Peloton: Brand Damage from Holiday Advertising 
5 Quaker Oats Company: Fashioning a Future for Aunt Jemima 
6 Washington Redskins: When Public Perception Challenges a Brand

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.

Section 1: Activities
1 Advertising Myth Speed Debate 
2 Advertising Cost Research 
3 AI-Assisted Ad Creation 
4 Brand Personality Profile 
5 Copywriting Quick Fire 
6 Create a Tweet 
7 Crisis Communication Role-Play 
8 Cross-Platform Campaign Planning 
9 Customer Feedback Integration 
10 Emotional Appeal Brainstorm 
11 Ethical Branding Workshop 
12 Ethical Dilemma Discussion 
13 Flash Campaign Pitch 
14 Group Persuasion Challenge 
15 Guerrilla Marketing Brainstorm 
16 Hashtag Campaign Creation 
17 Headline Writing Hustle 
18 Influencer Collaboration Workshop 
19 Interactive Ad Design 
20 Jingle Jam Session 
21 Mobile Marketing Madness 
22 Print Ad Puzzle 
23 Product Launch Pitch 
24 Quick Ad Critique 
25 Regulation Role-Play 
26 Slogan Swap 
27 Target Audience Matchup 
28 User-Generated Content Challenge 
29 Viral Video Challenge 
30 Visual Impact Challenge 

Section 2: Scenarios
1 Advertising Budget Allocation 
2 Advertising Campaign Analysis 
3 Brand Ambassador Selection 
4 Brand Consistency Challenge 
5 Brand Loyalty Program 
6 Cause-Related Marketing 
7 Celebrity Endorsement Issues 
8 Competitive Advertising Strategy 
9 Crisis Management in Advertising 
10 Cross-Cultural Advertising 
11 Digital Advertising Effectiveness 
12 Diversity in Advertising 
13 Ethical Advertising Practices 
14 Event Sponsorship Decisions 
15 Guerrilla Marketing Tactics 
16 Influencer Marketing Campaign 
17 Interactive Ad Design 
18 Market Research Utilization 
19 Media Mix Optimization 
20 Mobile Advertising Strategy 
21 Negative Publicity Response 
22 New Product Launch Advertising 
23 Print Advertising Revival 
24 Product Placement in Media 
25 Rebranding Strategy 
26 Seasonal Advertising Campaigns 
27 Social Media Advertising 
28 Target Audience Identification 
29 Television Advertising Effectiveness 
30 Viral Marketing Campaign 

Section 3: Cases
1 Adidas AG: Accusations of Bribery to NCAA Basketball Programs 
2 Burberry Ltd.: Is It Okay to Burn Unsold Goods? 
3 McDonald’s Corporation Social Media: McDonald’s Is Lovin’ It 
4 Peloton: Brand Damage from Holiday Advertising 
5 Quaker Oats Company: Fashioning a Future for Aunt Jemima 
6 Washington Redskins: When Public Perception Challenges a Brand

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.