Academic journal article Journal of Advertising Education

Strategic Uses of Alternative Media: Just the Essentials

Academic journal article Journal of Advertising Education

Strategic Uses of Alternative Media: Just the Essentials

Article excerpt

Strategic Uses of Alternative Media: Just the Essentials By Robyn Blakeman (M. E. Sharpe, Inc., Armonk, New York; 2011; 261 pages; paper; ISBN: 0-7656-2556-4)

Blakeman, a veteran designer and current associate professor at the University of Tennessee, offers readers a primer on alternative media options and how they can be used. Specifically contextualized within the recent economic recession, this work articulates the merits of using nontraditional, alternative media as part of a strategic advertising campaign.

Divided into two sections and thirteen chapters, Blakeman includes content that will help ground even the greenest student in the basics of the business. Part I offers a succinct overview of key issues and content, including the impact of alternative media on the advertising industry, and concepting and the design process. Part II contains the chapters that are the most useful for current advertising students. It includes a number of chapters on various media options, including traditional, out-of-home, direct, electronic and mobile media, viral marketing, and a final "catch-all" for options that don't fit into other categories. At the end of some chapters, Blakeman offers "Alternative Media Exercises," designed to help readers think through issues raised in the preceding content. These can be useful for instructors who are interested in helping students engage with the material.

Due to the pace of technological change, new options (including the iPad and other tablets) are not addressed in this text, but iPhones and apps are touched on in the mobile marketing chapter.

Blakeman does a nice job explaining the importance of research in understanding audiences and shaping strategy, but she uses problematic definitions of primary and secondary research that do not align with typical research definitions (categorizing all quantitative as primary and all qualitative as secondary). …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.