Strategic uses of alternative media : just the essentials / Robyn Blakeman.

Alternative media is changing the way businesses reach their target
Brands and the economy
The strategy behind using alternative media
The choice of media
Conceptualizing the idea and choice of media
Traditional advertising
Out-of-home: outdoor and transit
Direct marketing
Sales promotion
Electronic media
Mobile media
Guerilla and viral marketing
What if it does not fit snuggly into any of the other categories?