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.

Table of Contents

• Introduction
• Part I. Understanding Alternative Choices
• 1. Alternative Media Is Changing the Way Businesses Reach Their Target
• 2. Brands and the Economy
• 3. The Strategy Behind Using Alternative Media
• 4. The Choice of Media
• 5. Conceptualizing the Idea and Choice of Media
• Part II. Media Use: How Media Speaks to and Reaches the Target Differently
• 6. Traditional Advertising
• 7. Out-of-Home: Outdoor and Transit
• 8. Direct Marketing
• 9. Sales Promotion
• 10. Electronic Media
• 11. Mobile Media
• 12. Guerrilla and Viral Marketing
• 13. What If It Doesn't Fit Snugly into Any of the Other Categories?
• Glossary
• Bibliography
• About the Author