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Strategic uses of alternative media : just the essentials

Author: Robyn Blakeman
Publisher: Armonk, N.Y. : M.E. Sharpe, ©2011.
Edition/Format:   Book : EnglishView all editions and formats
Database:WorldCat
Summary:

This in-depth, yet simply stated guide focuses exclusively on alternative media as a strategic and often economical way to deliver a product's or service's message. The author examines how media  Read more...

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Document Type: Book
All Authors / Contributors: Robyn Blakeman
ISBN: 9780765625557 0765625555 9780765625564 0765625563
OCLC Number: 695857044
Description: viii, 261 pages : illustrations ; 24 cm
Contents: Alternative media is changing the way businesses reach their target --
Brands and the economy --
The strategy behind using alternative media --
The choice of media --
Conceptualizing the idea and choice of media --
Traditional advertising --
Out-of-home: outdoor and transit --
Direct marketing --
Sales promotion --
Electronic media --
Mobile media --
Guerilla and viral marketing --
What if it does not fit snuggly into any of the other categories?
Responsibility: Robyn Blakeman.

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