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03003aam a2200397 i 4500 001 97A6AC6EE17611E3B4ECD896DAD10320 003 SILO 005 20140522010047 008 120816s2014 caua b 001 0 eng 010 $a 2012031250 020 $a 1412997615 (pbk. : alk. paper) 020 $a 9781412997614 (pbk. : alk. paper) 035 $a (OCoLC)795177856 040 $a DLC $b eng $e rda $c DLC $d YDX $d BTCTA $d YDXCP $d BWX $d CDX $d MUU $d OCLCF $d OCLCO $d IOK $d SILO 042 $a pcc 050 00 $a HF5415 $b .B455697 2014 082 00 $a 658.8/7 $2 23 100 1 $a Blakeman, Robyn, $d 1958- 245 10 $a Nontraditional media in marketing and advertising / $c Robyn Blakeman, University of Tennessee at Knoxville. 264 1 $a Los Angeles : $b SAGE, $c [2014]. 300 $a vii, 255 pages : $b illustrations ; $c 23 cm 504 $a Includes bibliographical references and index. 505 0 $a 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. 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 $a Marketing. 650 0 $a Advertising. 650 0 $a Alternative mass media. 650 7 $a Advertising. $2 fast $0 (OCoLC)fst00797511 650 7 $a Alternative mass media. $2 fast $0 (OCoLC)fst00806152 650 7 $a Marketing. $2 fast $0 (OCoLC)fst01010167 856 42 $z Additional Information at Google Books $u http://books.google.com/books?isbn=9781412997614 941 $a 2 952 $l UNUX074 $d 20140710013625.0 952 $l SOAX911 $d 20140522012452.0 956 $a http://locator.silo.lib.ia.us/search.cgi?index_0=id&term_0=97A6AC6EE17611E3B4ECD896DAD10320 994 $a C0 $b IOKInitiate Another SILO Locator Search