Strategic Uses Of Alternative Media

Author : Robyn Blakemen
Publisher : Routledge
ISBN 13 : 1317459318
Total Pages : 432 pages
Book Rating : 4.16/5 ( download)

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Download or read book Strategic Uses of Alternative Media written by Robyn Blakemen and published by Routledge. This book was released on 2014-12-18 with total page 432 pages. Available in PDF, EPUB and Kindle. Book excerpt: Designed for students and practitioners in the fields of organizational behavior and human resource training and development, this book examines improving organizational communication. Terrence Gargiulo shows how the use of storytelling is the key to effective communication and learning.

Author : Robyn Blakemen
Publisher : Routledge
ISBN 13 : 1317459326
Total Pages : 272 pages
Book Rating : 4.23/5 ( download)

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Download or read book Strategic Uses of Alternative Media written by Robyn Blakemen and published by Routledge. This book was released on 2014-12-18 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: Designed for students and practitioners in the fields of organizational behavior and human resource training and development, this book examines improving organizational communication. Terrence Gargiulo shows how the use of storytelling is the key to effective communication and learning.

Author : Robyn Blakeman
Publisher :
ISBN 13 : 9781782689935
Total Pages : pages
Book Rating : 4.31/5 ( download)

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Download or read book Strategic Uses of Alternative Media written by Robyn Blakeman and published by . This book was released on 2011 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author : Robyn Blakeman
Publisher : SAGE Publications
ISBN 13 : 1452292868
Total Pages : 265 pages
Book Rating : 4.61/5 ( download)

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Download or read book Nontraditional Media in Marketing and Advertising written by Robyn Blakeman and published by SAGE Publications. This book was released on 2013-01-14 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nontraditional Media in Marketing and Advertising by Robyn Blakeman is a concise guide that offers a step-by-step approach to the strategic use of nontraditional media by both marketing and advertising professionals. The text focuses on methods used as an alternative choice to more traditional marketing and advertising methods such as print and broadcast mediums. To assess the efficacy of nontraditional methods, Blakeman looks at why a marketing team might choose nontraditional media vehicles over (or alongside) more traditional ones, how it can be used to attract smaller niche markets, and where nontraditional media is headed. Blakeman also explores how nontraditional media, which can offer creative and unusual options for marketing and adversiting, deliver meaningful and memorable ads that are often more effective at reaching the target audience than traditional vehicles, since they are often unexpected. Understanding nontraditional media and its role in delivering a strategic message to the target market requires professionals to understand what options are available and how they will be used, as well as the projected return on investment. This must-have guide is perfect for facilitating this understanding!

Author : Olga Bailey
Publisher : McGraw-Hill Education (UK)
ISBN 13 : 0335235050
Total Pages : 214 pages
Book Rating : 4.56/5 ( download)

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Download or read book EBOOK: Understanding Alternative Media written by Olga Bailey and published by McGraw-Hill Education (UK). This book was released on 2007-12-16 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt: What are alternative media? What roles do alternative media play in pluralistic, democratic societies? What are the similarities and differences between alternative media, community media, civil society media and rhizomatic media? How do alternative media work in practice? This clear and concise text offers a one-stop guide through the complex political, social and economic debates that surround alternative media and provides a fresh and insightful look at the renewed importance of this form of communication. Combing diverse case studies from countries including the UK, North America and Brazil, the authors propose an original theoretical framework to help understand the subject. Looking at both ‘old’ and ‘new’ media, the book argues for the importance of an alternative media and suggests a political agenda as a way of broadening its scope. Understanding Alternative Media is valuable reading for students in media, journalism and communications studies, researchers, academics, and journalists.

Author : Robyn Blakeman
Publisher : Rowman & Littlefield
ISBN 13 : 1538101068
Total Pages : 368 pages
Book Rating : 4.63/5 ( download)

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Download or read book Integrated Marketing Communication written by Robyn Blakeman and published by Rowman & Littlefield. This book was released on 2018-02-01 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.

Author : Joshua D. Atkinson
Publisher : Peter Lang
ISBN 13 : 9781433105173
Total Pages : 198 pages
Book Rating : 4.79/5 ( download)

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Download or read book Alternative Media and Politics of Resistance written by Joshua D. Atkinson and published by Peter Lang. This book was released on 2010 with total page 198 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scholars of journalism and media studies have illustrated the production of alternative media as a means for activists to generate dissent, while communication scholars have examined activists' performances and image events as challenges to dominant power structures. The approaches of both fields have contributed to academic understanding of social movements in modern society, but until now, their findings have emerged separate from one another. This book brings together both lines of research, and demonstrates the role of alternative media in the performance of resistance against power structures by contemporary activists. Specifically, the book explores the role of alternative media in the establishment of activist networks in local communities; the role of alternative media in the construction of strategies of resistance by networked activists; and the role of interactivity between local and global networks in production of alternative media content. The book is suitable for undergraduate and graduate courses concerning social movements within the fields of communication, media, and journalism.

Author : Chris Atton
Publisher : SAGE
ISBN 13 : 085702681X
Total Pages : 194 pages
Book Rating : 4.11/5 ( download)

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Download or read book Alternative Journalism written by Chris Atton and published by SAGE. This book was released on 2008-11-20 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: "A provocative, inspiring and challenging intervention in both journalism and media studies.... Alternative Journalism is that rare book that services students as much as scholars. It widens the trajectory of media studies and creates different modes of reading, writing and thinking... It offers an alternative history beyond the tales of great men, great newspapers, great editors and great technologies. It adds value and content to overused and ambiguous words such as "community" and "citizenship" and captures the spark of new information environments." - THE, (Times Higher Education) Alternative Journalism investigates and analyses the diverse forms and genres of journalism that have arisen as challenges to mainstream news coverage. From the radical content of emancipatory media to the dizzying range of citizen journalist blogs and fanzine subcultures, this book charts the historical and cultural practices of this diverse and globalized phenomenon. This exploration goes to the heart of journalism itself, prompting a critical inquiry into the epistemology of news, the professional norms of objectivity, the elite basis of journalism and the hierarchical commerce of news production. In investigating the challenges to media power presented by alternative journalism, Atton addresses not just the issues of politics and empowerment but also the journalism of popular culture and the everyday. The result is essential reading for students of journalism - both mainstream and alternative.

Author : Stephen Cushion
Publisher : Taylor & Francis
ISBN 13 : 1000954803
Total Pages : 154 pages
Book Rating : 4.07/5 ( download)

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Download or read book Beyond Mainstream Media written by Stephen Cushion and published by Taylor & Francis. This book was released on 2023-09-26 with total page 154 pages. Available in PDF, EPUB and Kindle. Book excerpt: Offering one of the most comprehensive assessments of alternative media to date, Beyond Mainstream Media examines the rise of alternative media over the last decade, analysing their changing content and editorial strategies, and exploring why many people go beyond the mainstream media for news and information. Considering the differences in agenda between alternative and mainstream media coverage, Cushion sheds light on why right-wing alternative media have become a more prominent part of national media systems than left-wing sites in the Western World. In doing so, he argues that alternative left-wing media should place less emphasis on attacking professional journalism and focus more on converging into the world of mainstream news to promote their politics. This book draws on over 3,500 articles and 17,000 social media posts produced by alternative media, extensive interviews with editors and contributors, and a survey of over 2,700 media users. It develops a comparative international perspective by explaining how findings and concepts can be applied to understanding much broader issues, such as public distrust in the mainstream media or the influence different media and political systems have on the production of alternative media. Providing both an introduction to and a critical analysis of the state of alternative media today, this book is written in clear, jargon-free language and is recommended reading for advanced students undertaking courses in Alternative Media and Political Journalism.

Author : Nick Couldry
Publisher : Rowman & Littlefield Publishers
ISBN 13 : 0742575209
Total Pages : 329 pages
Book Rating : 4.02/5 ( download)

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Download or read book Contesting Media Power written by Nick Couldry and published by Rowman & Littlefield Publishers. This book was released on 2003-09-22 with total page 329 pages. Available in PDF, EPUB and Kindle. Book excerpt: Contesting Media Power is the most ambitious international collection to date on the worldwide growth of alternative media that are challenging the power concentration in large media corporations. Media scholars and political scientists develop a broad comparative framework for analyzing alternative media in Australia, Chile, China, Indonesia, Malaysia, Russia, Sweden, South Africa, the United Kingdom, and the United States. Topics include independent media centers, gay online networks and alternative web discussion forums, feminist film, political journalism and social networks, indigenous communication, and church-sponsored media. This important book will help shape debates on the media's role in current global struggles, such as the anti-globalization movement.