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Nontraditional Media in Marketing and Advertising

Nontraditional Media in Marketing and Advertising

March 2013 | 264 pages | SAGE Publications, Inc
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. Key features of this book include:

• 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 examples are provided, including augmented reality, mobile GPS couponing, interactive television, cinema advertising, live mobile billboards, poster campaigns and many more.

• Checklists are included to provide students with a step-by-step guide to how to incorporate alternative media into future marketing campaigns.

• Critical thinking questions and exercises are provided to guide students in their own alternative media marketing efforts.

1. Defining Nontraditioinal 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
About the Author

"...The author offers guidelines and strategies for using nontradition media, with separate chapters devoted to electronic, social, mobile, and transit and out-of-home media....[Blakeman] builds out from traditional media constructs, grafting the new onto the traditional trunk....The text is clear and concise, and the material is well presented with many real-world examples. A transitional text for a transitional time. Summing Up: Recommended."

S.A. Schulman
CUNY Baruch College

This book provides useful examples in its own 'non-traditional' style. Good background reading.

Mrs Ayesha Owusu-Barnaby
Fac of Business Computing & Information Manag, London South Bank University
March 6, 2015

A useful complementary textbook to more standard textbooks in the area of IMC. It needs to be used together with a less specilised textbook, but it does cover the growing areas of new media which are usually short-changed in more traditional textbooks.

Dr Antje Cockrill
School of Business, University of Wales, Trinity St David
March 13, 2014

This is recommended on the reading list to all of my students parttaking in the marketing communications module.

Ms Ann Conway
Hospitality Management & Tourism, Dublin Institute of Technology
December 12, 2013

An interesting and good supportive read for marketing communications students

Mr Martin Haley
Marketing , University of Bradford Management Ctr
August 6, 2013

"Nontraditional Media in Marketing and Advertising" provides a very good insight on the use of alternative media for marketing purposes. The author includes accurate and relevant definitions within the marketing area along with actual and catchy examples of marketing and advertising strategies. The exercises at the end of each chapter lead the reader to focus on the essential points and to systematize the acquired information.

Ms Ana Barata
Departamento de Organização e Gestão (Management and Organization Dep.), Instituto Superior de Engenharia do Porto
April 11, 2013

Sample Materials & Chapters

Table of Contents

Chapter 2

Chapter 5

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