“This book will quickly help readers navigate through this exciting, new terrain.” (*)

This in-depth, yet simply stated guide focuses exclusively on alternative media as a strategic and often economical way to deliver a message about a product or service.

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. This very focused approach gives students an understanding of what alternative media is and how to best employ it in a targeted media mix. Content also covers when it is best to employ traditional media and when a strategic mix of both traditional and alternative media will best reach the target.

Endorsements:
“Blakeman clearly covers the strategic selection, integration, and implementation of new and emerging media. She explains how the changing advertising landscape has created the incontestable need to learn how to incorporate and synchronize media multitasking in an effective way. This book will quickly help readers navigate through this exciting, new terrain.” — Margo Berman, Florida International University (*)

“Blakeman discusses at length various traditional and alternative media used by advertisers and their advertising agencies. In addition, she provides information that will help readers make better decisions regarding which media should be used for advertising. Easy to read and understand, the book is divided into two parts, ‘Understanding Alternative Choices’ and ‘Media Use: How Media Speaks to and Reaches the Target Differently.’ Blakeman’s discussion of these topics is sound and thorough. The volume has a helpful glossary, bibliography, and index. This book will be useful to faculty who teach courses in advertising and marketing as well as undergraduate students studying these subjects. Recommended. Upper-division undergraduate students through practitioners.” — Choice