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Keith Quesenberry

Associate professor of marketing at Messiah College

Teaches IMC 619 - Emerging Media & the Market, IMC 641 - Social Media & Marketing, STCM 439 - Strategic Social Media.



Keith A. Quesenberry spent nearly 20 years as an associate creative director and copywriter for advertising agencies such as BBDO and Arnold Worldwide, and working with clients spanning from startups to Fortune 500 companies.

Quesenberry, associate professor of marketing at Messiah College, has taught social media marketing, digital marketing, and advertising at Johns Hopkins University, Temple University and West Virginia University. Before joining academia, he spent nearly 20 years as an associate creative director and copywriter for advertising agencies such as BBDO and Arnold Worldwide, and working with clients spanning from startups to Fortune 500 companies.

His social media campaigns have received industry recognition, including a Public Relations Society of America (PRSA) Bronze Anvil and an OMMA Award. Now he is a contributing author for Harvard Business Review, Entrepreneur, Social Media Today and Social Media Examiner. He is also a published scholar, with his research being featured in the Journal of Marketing Theory and Practice, International Journal of Integrated Marketing and Communication, Advertising Age Research Reports and at the American Marketing Association (AMA) annual conference. He has been quoted in publications such as the Harvard Business Review, New York Times, Entrepreneur, Time, Huffington Post, The New Yorker, International Business Times, MSNBC, Daily Mail, Fox Business, and Forbes. Quesenberry is also the author of “Social Media Strategy: Marketing and Advertising in the Consumer Revolution” with Roman and Littlefield publishers.

Quesenberry holds a Master of Science in integrated marketing communication from West Virginia University, a C.P.S. in advertising copy writing from the Portfolio Center, and a Bachelor of Arts in advertising and journalism from Temple University. Quesenberry’s professional affiliations include the American Marketing Association (AMA) and the American Academy of Advertising (AAA). He has also served on the executive committee of the Advertising Division of the Association for Education in Journalism and Mass Communication (AEJMC).

Past Student Feedback

  • Professor Quesenberry did an excellent job of interacting with his students discussion on the discussion board. He is quick to post a response to his students' posts, and is great at asking thought probing questions and then following up with a response when the student answers.
  • Professor Quesenberry responded in a timely manner to each of my discussion posts with thought–provoking questions. Every response back, he usually responded again to make it seem like more of a conversation.
  • Professor Quesenberry has been very helpful and supportive during this session. He always provides feedback and valuable comments to our discussions as well as to our writing assignment. As an international student, I felt comfortable participating in the class discussions and Professor Quesenberry provided me with constructive feedback and professional guidance whether on my discussion participation or in my writing assignments. I would definitely take another class with him.

Publications

Quesenberry, K. A. (July 2018).  Social Media Strategy: Marketing, Advertising and Public Relations in the Consumer Revolution, Second Edition. Rowman & Littlefield Publishers, Lanham, MD.

Quesenberry, K. A. (February, 2019). “Understanding the Creative Process and What That Means Operationally” Chapter Sidebar in  Leadership in the Creative Industries: Principles and Practice by Mallia, K, John Wiley & Sons, Inc., New York, NY.

Quesenberry, K. A., Coolsen, M. K. (November 2019) “Drama Goes Viral: Effects of Story Development on Shares and Views of Online Advertising Videos.”  Journal of Interactive Marketing, 48, 1-16.

Quesenberry, K. A., Coolsen, M. K. (2018) “What Makes Facebook Brand Posts Engaging? A Content Analysis of Facebook Brand Post Text That Increase Shares, Likes and Comments to Influence Organic Viral Reach.”  Journal of Current Issues & Research in Advertising, 39(2).

Quesenberry, K. A. (October, 2015).  Social Media Strategy: Marketing and Advertising in the Consumer Revolution. Rowman & Littlefield Publishers, Lanham, MD.

Quesenberry, K. A. (March, 2017). Account Planning in the Social Media Revolution Chapter in Readings in Account Planning. 2nd Ed. Edited by Weichselbaum, The Copyworkshop, Chicago, IL.

Quesenberry, K. A. (September, 2016). Consumer Information Overload Shift to Consumer-Centric Advertising Chapter in  The New Advertising: Branding, Content and Consumer Relationships in the Data-Driven Social Media Era. Edited by Brown and Jones, Praeger/ABC-CLIO Publishers, Santa Barbara CA.

Quesenberry, K. A. (January, 2013). Briefcase: Yuengling Brings Lord Chesterfield Back to Life. Chapter Case Study.  Creative Strategy in Advertising. 11th Ed by Drewniany & Jewler, Cengage Learning, Boston, MA.

Quesenberry, K. A. (2016). The Times Are Changing. Is It Time to Change Your Major?  Journal Of Advertising Education, 20(1/2), 97-101.  

Quesenberry, K. A., Coolsen, M. K., & Wilkerson, K. (2015). Current Trends in Communication Graduate Degrees: Survey of Communications, Advertising, PR, and IMC Graduate Programs. Journalism And Mass Communication Educator, 70(4), 407-427.

Quesenberry, K. A., Coolsen, M. K. (2014) What Makes A Super Bowl Ad Super for Word-of-Mouth Buzz?: Five-Act Dramatic Form Impacts Super Bowl Ad Ratings.  Journal of Marketing Theory and Practice22(4), 437-454.

Quesenberry, K. A., Saewitz, D., Kantrowitz, S. (2014). Blogging In The Classroom: Using WordPress Blogs With Buddy Press Plugin As A Learning Tool.  Journal of Advertising Education18(2). 

Quesenberry, K. A., Coolsen, M. K. (2013) How To Integrate Social Media Into Your Marketing Strategy: Best Practices For Social Media Management.  Advertising Age Research Report. 

Quesenberry, K. A., Coolsen, M. K., & Wilkerson, K. (2012). IMC and The Effies: Use of Integrated Marketing Communications Touchpoints Among Effie Award Winners.  International Journal of Integrated Marketing Communications4(2), 60-72.

Research Publications & Articles:

  • What You Need to Know About Creating a Social Media Measurement Plan