000			02674cam a2200361 i 4500
001			ocn795177856
003			OCoLC
005			20240430145359.0
008			120816s2014 caua b 001 0 eng
010			_a 2012031250
020			_a9781412997614 (pbk. : alk. paper)
020			_a1412997615 (pbk. : alk. paper)
035			_a(OCoLC)795177856
040			_aDLC _beng _erda _cDLC _dYDX _dBTCTA _dYDXCP _dBWX _dCDX _dMUU
042			_apcc
049			_aTSAA
050	0	0	_aHF5415 _b.B455697 2014
090			_aHF 5415 .B455697 2014
090			_aHF 5415 .B455697 2014
100	1		_aBlakeman, Robyn, _d1958- _94284
245	1	0	_aNontraditional media in marketing and advertising / _cRobyn Blakeman, University of Tennessee at Knoxville.
260			_aLos Angeles : _bSAGE, _c[2014].
300			_avii, 255 pages : _billustrations ; _c23 cm
504			_aIncludes bibliographical references and index.
505	0		_aDefining 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.
520			_a"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.
650		0	_aMarketing. _94285
650		0	_aAdvertising. _94286
650		0	_aAlternative mass media. _94287
907			_a39175 _b09-09-13 _c09-02-13
942			_cBOOK _2lcc
998			_b09-02-13 _cm _dh
999			_c39175 _d39175