This chapter introduced you to the vast number of support media available to marketers. These media, also referred to as nontraditional or alternative media, are just a few of the many ways advertisers attempt to reach their target markets. We have barely scratched the surface here. Support media include out-of-home advertising (outdoor, in-store, and transit), promotional products, and in-flight advertising, among many others. The fastest growing area is that of branded entertainment including product placements, product integrations, and others.

Support media offer a variety of advantages. Cost, ability to reach the target market, and flexibility are just a few of those cited in this chapter. In addition, many of the media discussed here have effectively demonstrated the power of their specific medium to get results.

But each of these support media has disadvantages. Perhaps the major weakness with most is the lack of audience measurement and verification. Unlike many of the media discussed earlier in this text, most nontraditional media do not provide audience measurement figures. So the advertiser is forced to make decisions without hard data or based on information provided by the media.

As the number and variety of support media continue to grow, it is likely the major weaknesses will be overcome. When that occurs, these media may no longer be considered nontraditional or alternative.