TY - BOOK ID - 138625463 TI - Nontraditional media in marketing and advertising PY - 2016 SN - 1483316033 1506335268 1452292868 PB - [Los Angeles] : SAGE, DB - UniCat KW - Marketing. KW - Advertising. KW - Alternative mass media. UR - https://www.unicat.be/uniCat?func=search&query=sysid:138625463 AB - This is a concise guide that offers a step-by-step approach to the strategic use of alternative media by both the marketing and advertising professions. The text looks at why a marketing team might employ the use of alternative media vehicles over (or alongside) more traditional ones, how it can be used to attract smaller niche markets, and where alternative media is headed. ER -