Media in Consumers' Lives ; How Media Work with Advertising ; Tasks in Media -- Media in the Marketing Context : Getting to … Budgets ; Timing and Other Issues -- Developing Optimal Media Objectives : how the Marketing Objective Leads to the Media … Objective ; Media and the Advertising Objective ; Advertising Objectives and the Consumer Decision Process ; Media and the …

marketing and advertising professions. The text looks at why a marketing team might employ the use of alternative media vehicles …This is a concise guide that offers a step-by-step approach to the strategic use of alternative media by both the … over (or alongside) more traditional ones, how it can be used to attract smaller niche markets, and where alternative media …

Introduction -- Part I: Convergence and Strategic Management -- Part II: Convergence and Advertising and Marketing …Convergence has gained an enormous amount of attention in media studies within the last several years. It is used to … operate and consumers perceive and process media content. These transformations have not only led business practices to change …