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9780765625564

Strategic Uses of Alternative Media: Just the Essentials: Just the Essentials

by
  • ISBN13:

    9780765625564

  • ISBN10:

    0765625563

  • Format: Nonspecific Binding
  • Copyright: 2011-10-15
  • Publisher: Routledge

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Supplemental Materials

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Summary

This in-depth, yet simply stated 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 advertisiers emply 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.

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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