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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; and, critical thinking questions and exercises are provided to guide students in their own alternative media marketing efforts.

Marketing. --- Advertising. --- Alternative mass media. --- Marketing --- Publicité --- Médias alternatifs --- Publicité --- Médias alternatifs

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Communication in marketing. --- Marketingcommunicatie. --- Communication in marketing

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Now in its fourth edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Robyn Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, the book explores visual and verbal tactics, along with the use of business theory and practices and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.

Communication in marketing

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Advertising campaigns