Nontraditional Media in Marketing and Advertising

Alternative Media Use in Marketing and Advertising 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. Alternative Media are marketing and advertising methods that are used as an alternative choice to more traditional methods such as print and broadcast. These creative and unusual vehicles deliver meaningful and memorable ads that are often more effective at reaching the target than traditional vehicles since they are often unexpected. Understanding alternative media and its role in delivering a strategic message to the target market requires both marketers and advertisers to understand what options are available, how they will be used, and the projected return on investment.This text offers the following features:Specific alternative media methods are discussed in separate chapters, including electronic and social media, mobile media, out-of-home and transit media, and direct marketing and sales. Numerous real-world case and visual examplesáare provided, including examples such as augmented reality, mobile GPS couponing, interactive television, cinema advertising, live mobile billboards, poster campaigns and many more.Checklistsáare included to provide students with a step-by-step guide to how to incorporate alternative media into future marketing campaigns.Critical thinking questions and exercisesáare provided to guide students in their own alternative media marketing efforts.