Nontraditional Media in Marketing and Advertising
- Robyn Blakeman - University of Tennessee at Knoxville
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!
"...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."
This book provides useful examples in its own 'non-traditional' style. Good background reading.
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.
This is recommended on the reading list to all of my students parttaking in the marketing communications module.
An interesting and good supportive read for marketing communications students
"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.