- Häftad (Paperback)
- Antal sidor
- SAGE Publications, Inc
- 234 x 158 x 19 mm
- Antal komponenter
- 23:B&W 6 x 9 in or 229 x 152 mm Perfect Bound on White w/Gloss Lam
- 340 g
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Nontraditional Media in Marketing and Advertising
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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.
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CHOICE "...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."
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Robyn Blakeman (M.L.A. Southern Methodist University; B.A. University of Nebraska) is an Associate Professor at the University of Tennessee, Knoxville. Professor Blakeman began teaching advertising and graphic design in 1987, first with the Art Institutes and then as an Assistant Professor of Advertising teaching both graphic and computer design at Southern Methodist University. As an Assistant Professor of Advertising at West Virginia University she developed the creative track in layout and design and was responsible for designing and developing the first Online Integrated Marketing Communication Graduate program in the country. At UTK, she teaches Advertising & Public Relations Design and Advertising Creative Strategy.
Blakeman is the author of six books: The Bare Bones of Advertising Print Design, Integrated Marketing Communication: Creative Strategy from Idea to Implementation, The Bare Bones Introduction to Integrated Marketing Communication, The Brains Behind Great Ad Campaigns, Advertising Campaign Design: Just the Essentials and Strategic Uses of Alternative Media: Just the Essentials.
1. Defining Nontraditioinal Media 2. Marketing and Advertising Planning for Nontraditional Media 3. Guerrilla Marketing 4. The Nontraditional Use of Traditional Media Vehicles 5. Nontraditional Media 6. Electronic Media 7. Social Media 8. Mobile Media 9. Out-of-Home and Transit 10. Direct Marketing and Sales Promotion 11. The Most Unusual of All Are Often The Most Memorable