ABSTRACT
The term alternative media is now used interchangeably with the term guerilla marketing, which was invented as an unconventional system of promotions that relies on time, energy, and imagination rather than a big marketing budget. These messages, appearing in unexpected places, may surprise the viewer (in a positive way) and thus form a positive impression. They may also get public relations and press coverage. Today, though, alternative campaigns may cost as much as traditional media. Many types of media vehicles start out as alternative vehicles but then move into the mainstream as they gain in popularity. Advertising in video games, for example, started out as an alternative medium and now is considered a mainstream vehicle.
