Nontraditional media in marketing and advertising /
Robyn Blakeman, University of Tennessee at Knoxville.
- Los Angeles : SAGE, c2014.
- vii, 255 pages : illustrations ; 23 cm
Includes bibliographical references and index.
Defining nontraditioinal media -- Marketing and advertising planning for nontraditional media -- Guerrilla marketing -- The nontraditional use of traditional media vehicles -- Nontraditional media -- Electronic media -- Social media -- Mobile media -- Out-of-home and transit -- Direct marketing and sales promotion -- The most unusual of all are often the most memorable -- Glossary -- Bibliography -- Index -- About the author.