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nontraditional media
A set of vehicles used as an alternative to more traditional mass media vehicles directed at a mass audience such as print (newspaper and magazines) and broadcast (radio and television). These creative and often unusual vehicles deliver ads that are often more efficient at reaching the target than traditional vehicles. The goal is to present brand promotion in ways and places consumers least expect them. Economic factors fractionalized audiences, and the growing number of media options are just a few of the reasons marketers are looking for innovative ways to reach their target audience, or specifically the audience that research has determined most likely to purchase the product or service being advertised.
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- Part of Speech: noun
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- Industry/Domain: Advertising
- Category: New media advertising
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