The Resource Nontraditional media in marketing and advertising, Robyn Blakeman, University of Tennessee at Knoxville

Nontraditional media in marketing and advertising, Robyn Blakeman, University of Tennessee at Knoxville

Label
Nontraditional media in marketing and advertising
Title
Nontraditional media in marketing and advertising
Statement of responsibility
Robyn Blakeman, University of Tennessee at Knoxville
Creator
Subject
Language
eng
Summary
"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."--Publisher's website
Cataloging source
DLC
http://library.link/vocab/creatorDate
1958-
http://library.link/vocab/creatorName
Blakeman, Robyn
Illustrations
illustrations
Index
index present
LC call number
HF5415
LC item number
.B455697 2014
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Marketing
  • Advertising
  • Alternative mass media
  • Advertising
  • Alternative mass media
  • Marketing
Label
Nontraditional media in marketing and advertising, Robyn Blakeman, University of Tennessee at Knoxville
Instantiates
Publication
Copyright
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Defining nontraditioinal media -- Marketing and advertising planning for nontraditional media -- Guerrilla marketing -- The nontraditional use of traditional media vehicles -- Nontraditional media -- Electronic media -- Social media -- Mobile media -- Out-of-home and transit -- Direct marketing and sales promotion -- The most unusual of all are often the most memorable -- Glossary -- Bibliography -- Index -- About the author
Dimensions
23 cm
Extent
vii, 255 pages
Isbn
9781412997614
Isbn Type
(pbk. : alk. paper)
Lccn
2012031250
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations
System control number
  • (OCoLC)795177856
  • (OCoLC)ocn795177856
Label
Nontraditional media in marketing and advertising, Robyn Blakeman, University of Tennessee at Knoxville
Publication
Copyright
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Defining nontraditioinal media -- Marketing and advertising planning for nontraditional media -- Guerrilla marketing -- The nontraditional use of traditional media vehicles -- Nontraditional media -- Electronic media -- Social media -- Mobile media -- Out-of-home and transit -- Direct marketing and sales promotion -- The most unusual of all are often the most memorable -- Glossary -- Bibliography -- Index -- About the author
Dimensions
23 cm
Extent
vii, 255 pages
Isbn
9781412997614
Isbn Type
(pbk. : alk. paper)
Lccn
2012031250
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations
System control number
  • (OCoLC)795177856
  • (OCoLC)ocn795177856

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