EVALUATING ALTERNATE MEDIA Ads now can appear virtually anywhere consumers
have a few spare minutes or even seconds to notice them. The main advantage of nontraditional
media is that they can often reach a very precise and captive audience in a cost-effective
manner. The message must be simple and direct. Outdoor advertising, for example, is often
called the “15-second sell.” It’s more effective at enhancing brand awareness or brand image
than creating new brand associations.