Strategic Uses of Alternative Media

Robyn Blakeman received her bachelor’s degree from the University of Nebraska in 1980 and her master’s from Southern Methodist University in Dallas, Texas, in 1996.In 1980, she moved to Texas, where she began her career as a designer for an architectural magazine. She then took a position as mechanical director for one of the top advertising agencies in Dallas before eventually leaving to work as a freelance designer.Professor Blakeman began teaching advertising and graphic design in 1987, first with the Art Institutes and then as an Assistant Professor of Advertising, teaching both graphic and computer design at Southern Methodist University. As an Assistant Professor of Advertising at West Virginia University, she developed the creative track in layout and design and was also responsible for designing and developing the first Online Integrated Marketing Communication graduate program in the country.Blakeman has been nominated five times for inclusion in Who’s Who Among America’s Teachers, is included in Who’s Who in America, and is a member of Kappa Tau Alpha.In addition, Blakeman is the author of six books: The Bare Bones of Advertising Print Design, Integrated Marketing Communication: Creative Strategy from Idea to Implementation, The Bare Bones Introduction to Integrated Marketing Communication, The Brains Behind Great Ad Campaigns, Advertising Campaign Design: Just the Essentials, and Strategic Uses of Alternative Media: Just the Essentials. Professor Blakeman currently teaches advertising design at the University of Tennessee, Knoxville.

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