Alternative media outlets create new transmission devices and methods for transmitting integrated marketing communications messages.

Resources:

Discussion Questions:

  1. As a transmission device, would gas station advertising be an effective medium?
  2. What types of noise or barriers to communication might influence gas station advertising?
  3. Have you ever seen one of these advertising channels? What was your reaction?
  4. In terms of market segments or sets of potential customers, which group of individuals would be most likely to pay attention to ads at gas stations?
  5. In terms of market segments of sets of potential customers, which group of individuals would be least likely to pay attention to ads at gas stations?
  6. Is gas station advertising merely a new version of outdoor advertising, or is it a completely new alternative medium?

About Dr. Donald Baack

Co-author of textbook.

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