Experts Guide

Osborne directs the Zimmerman Advertising Program and teaches basic marketing and promotion management as an instructor in the School of Marketing and Innovation. She has more than 30 years' experience in the professional marketing sector, including 11 years at Cox Media Group as vice president of marketing.

Applequist's research focuses on advertising and patient-centered health communication, primarily pharmaceutical advertising and messaging effectiveness, investigating patient responses through innovative analytical approaches.

Cowart is an associate professor of marketing in the School of Marketing and Innovation in Sarasota-Manatee. Prior to joining the USF faculty, she was an associate professor at Grand Valley State University. She is a member of the American Marketing Association, the Academy of Marketing Science, the Association for Consumer Research and the National Black MBA Association.

A former Raymond James Financial executive with extensive experience in financial services and marketing, Baker is an expert in advertising, media strategy, consumer behavior and trust. Her work examines how artificial intelligence and emerging technologies are changing persuasion, consumer decision-making and the ways brands and institutions communicate with their audiences. She is a visiting assistant professor of instruction in the Zimmerman School of Advertising & Mass Communications.