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.Message weight determines the total number of media vehicles that will make up a campaign media schedule. ... Mobile Video. The ability to watch TV via mobile phone. Multimedia Messaging Service (MMS). An extension of SMS, it allows users to send longer text messages and send ... Multiple Selling Propositions ( MSP).
|Title||:||Strategic Uses of Alternative Media|
|Publisher||:||Routledge - 2014-12-18|