ABSTRACT
This chapter examines digital and other media that can be used with traditional vehicles to extend the brand's promotional footprint. With new media options emerging frequently, these are suggestions that could accommodate modification and/or customization to provide a supportive structure for a multiplatform campaign. The chapter examines various media, beginning with mobile marketing. Another point is to have cohesive tone, image and message, as with any campaign. Multi-Tier media lists are: Multimedia, establish campaign concepts that are sustainable and supportable. Mobile, attract and activate influencers. Social Media are Influencer Campaign Tips. Low- and No-Cost PR Media Tools search for and adopt effective technology. Ambient are surprise and intrigue consumers in innovative places. Out of Home, implement eye-catching, special effects like 3-D, live people, movement. Transit reaches people on the move by attention-demanding ideas. Television, develop memorable, targeted message, using multiple senses. Radio engages listener's imagination. Podcasts, discover this medium. Print, Direct Mail, Direct Response Marketing and Cross Promotion.
