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Nontraditional Media in Marketing and Advertising

Nontraditional Media in Marketing and Advertising

January 2013 | 264 pages | SAGE Publications, Inc

Nontraditional Media in Marketing and Advertising by Robyn Blakeman is a concise guide that offers a step-by-step approach to the strategic use of nontraditional media by both marketing and advertising professionals. The text focuses on methods used as an alternative choice to more traditional marketing and advertising methods such as print and broadcast mediums. To assess the efficacy of nontraditional methods, Blakeman looks at why a marketing team might choose nontraditional media vehicles over (or alongside) more traditional ones, how it can be used to attract smaller niche markets, and where nontraditional media is headed.


Blakeman also explores how nontraditional media, which can offer creative and unusual options for marketing and adversiting, deliver meaningful and memorable ads that are often more effective at reaching the target audience than traditional vehicles, since they are often unexpected. Understanding nontraditional media and its role in delivering a strategic message to the target market requires professionals to understand what options are available and how they will be used, as well as the projected return on investment. This must-have guide is perfect for facilitating this understanding!  

1. Defining Nontraditioinal Media
2. Marketing and Advertising Planning for Nontraditional Media
3. Guerrilla Marketing
4. The Alternative Use of Traditional Media Vehicles
5. Nontraditional Media
6. Electronic Media
7. Social Media
8. Mobile Media
9. Out-of-Home and Transit Media
10. Direct Marketing and Sales Promotion
11. The Most Unusual of All Are Often the Most Memorable
About the Author

"...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."

S.A. Schulman
CUNY Baruch College

This book provides useful examples in its own 'non-traditional' style. Good background reading.

Mrs Ayesha Owusu-Barnaby
Fac of Business Computing & Information Manag, London South Bank University
March 6, 2015

A useful complementary textbook to more standard textbooks in the area of IMC. It needs to be used together with a less specilised textbook, but it does cover the growing areas of new media which are usually short-changed in more traditional textbooks.

Dr Antje Cockrill
School of Business, University of Wales, Trinity St David
March 13, 2014

This is recommended on the reading list to all of my students parttaking in the marketing communications module.

Ms Ann Conway
Hospitality Management & Tourism, Dublin Institute of Technology
December 12, 2013

An interesting and good supportive read for marketing communications students

Mr Martin Haley
Marketing , University of Bradford Management Ctr
August 6, 2013

"Nontraditional Media in Marketing and Advertising" provides a very good insight on the use of alternative media for marketing purposes. The author includes accurate and relevant definitions within the marketing area along with actual and catchy examples of marketing and advertising strategies. The exercises at the end of each chapter lead the reader to focus on the essential points and to systematize the acquired information.

Ms Ana Barata
Departamento de Organização e Gestão (Management and Organization Dep.), Instituto Superior de Engenharia do Porto
April 11, 2013
Key features


  • Covers specific nontraditional media methods in separate chapters, including electronic and social media, mobile media, out-of-home and transit media, and direct marketing and sales.
  • Provides numerous real-world case and visual examples, including augmented reality, mobile GPS couponing, interactive television, cinema advertising, live mobile billboards, poster campaigns, and many more.
  • Includes checklists to provide students with a step-by-step guide on how to incorporate nontraditional media into future marketing campaigns.
  • Offers critical thinking questions and exercises to guide students in their own nontraditional media marketing efforts.

Sample Materials & Chapters

Table of Contents

Chapter 2

Chapter 5

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