Alternative media outlets create new transmission devices and methods for transmitting integrated marketing communications messages.
Resources:
Discussion Questions:
- As a transmission device, would gas station advertising be an effective medium?
- What types of noise or barriers to communication might influence gas station advertising?
- Have you ever seen one of these advertising channels? What was your reaction?
- 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?
- 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?
- Is gas station advertising merely a new version of outdoor advertising, or is it a completely new alternative medium?
Clow/Baack 