Download or read book Strategic Uses of Alternative Media written by Robyn Blakeman and published by M.E. Sharpe. This book was released on 2011-07-26 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: In-depth, yet simply stated, this guide focuses exclusively on alternative media as a strategic and often economical way to deliver a product's or service's message. The author examines how media planners and advertising agencies are finding more inexpensive and targeted ways to work within a tight economy. She shows how the use of alternative media affects the budget, strategy, and development of the creative message, and she strategically dissects choices and uses for alternative media one topic at a time. The book is organized around three distinctive themes: (1) how and why marketers and advertisers employ alternative media; (2) how to integrate alternative media into the promotional mix, including budget, strategy, and creative message; (3) characteristic and pros and cons of individual media options.