Nontraditional media in marketing and advertising / Robyn Blakeman.

Format:

Book

Author/Creator:

Blakeman, Robyn, 1958- author.

Language:

English

Subjects (All):

Marketing.

Advertising.

Alternative mass media.

Physical Description:

1 online resource : illustrations

Place of Publication:

[Los Angeles] : SAGE, 2016.

Language Note:

English

Summary:

This is a concise guide that offers a step-by-step approach to the strategic use of alternative media by both the marketing and advertising professions. The text looks at why a marketing team might employ the use of alternative media vehicles over (or alongside) more traditional ones, how it can be used to attract smaller niche markets, and where alternative media is headed.

Contents:

Intro; Dedication; Title; Copyright; Contents; Acknowledgments; 1. Defining Nontraditional Media; 2. Marketing and Advertising Planning for Nontraditional Media; 3. Guerrilla Marketing; 4. The Alternative Use of Traditional Media Vehicles; 5. Nontraditional Media; 6. Electronic Media; 7. Social Media; 8. Mobile Media; 9. Out-of-Home and Transit Media; 10. Direct Marketing and Sales Promotion; 11. The Most Unusual of All Are Often the Most Memorable; Glossary; Bibliography; Index; About the Author

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on print version record.

Description based on publisher supplied metadata and other sources.

ISBN:

9781483316031

1483316033

9781506335261

1506335268

9781452292861

1452292868

OCLC:

986622409