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Traditional ways of attracting customers

After World War II, business was riding a boom with the mightiness of science and

technology. Also the minds of the consumers were changed by the continuous development of

communications media. There were many companies that took the advantage of the new

opportunities from the new situations which continued to emerge as technologies evolved.

As we know, the Internet has had the biggest impact of any technology, although its early

existence just started in the 1990s. The number shows, in 1995, spending for Internet marketing

increased to over $300 million even though it totaled nearly nothing in 1994. Certainly, in recent

years, Internet marketing has already been one of the most important commercial channels in the

word. More than 80% of companies have created their own websites to extend the business. Thestorm of Internet marketing swept the entire globe faster than any marketing revolution in

history.

In this project , we are trying to talk about the influence of the Internet on marketing, how

did these communication technologies support marketing. There are two parts to explain. First

step, we will talk about the history of marketing techniques, such as print, radio, and television.

In the second part, we will talk about the marketing today.

History of Traditional Marketing Techniques

The first traditional marketing techniques are print, radio and television which are always

continuing to develop step by step, and also different new generations of media make life easier

and influence the marketing business of every company.

Print

The Print medium is the oldest kind of advertising. The first printing was done in China.

Then papermaking technology was widely used in Europe in the 15th century. Following that

marketing advertising appeared in some weekly newspapers and magazines in the 18th

century.

In fact, it was a great idea since people started becoming better informed. Also in the 19th

century,

the global economy was changing quickly and the demanded for advertisements was also

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increasing. Most newspapers offered local marketing advertising, such as new product

introductions and local promotions, and then published them widely.

Radio

Another traditional way of marketing is Radio, but it was just blossomed in a short time.

The early origins of radio were in the one-to-one communication of several radio operators,

and it was credited as leading the mass marketing evolution. After that, marketing of goods and

services was impacted the most in the early time.

Radio was getting popular. The 1930s and 1940s was the heyday of radio programming

and advertising. Many shows were sponsored by advertisers in order to promote the products .

Nonetheless, there was an attitude that became prevalent: listeners felt that their

entertainment was being interrupted by advertisements. The financial viability was reduced by

the decrease of advertisements. The number shows, at the end of 1924, there were 581 broadcast

stations in the United States, but just eighteen months later, 15% of these stations per month

were out of business.

After World War II, radios popularity went into decline, and a new medium appeared on the

stage.

Television:

From 1932 to 1936, the unemployment never dipped below 20% in the United States.

Other countries as well as had suffered through fifteen or more years of economic depression

until the end of World War II. Every industry recovered, it also brought the era of Television.

Television offers both sound and moving pictures, it shares with the characteristic of radio that

being able to broadcast to large audiences.

During the 1960s and 70s, many companies had already concentrated on television advertising.

Ford Motor Companys agreement gave NBC $9 million worth of advertising. At this time,

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people also had already seen many great advertisements of , Volkswagen, Pepsi-Cola, 7UP, and

many other brands.

However, Television is more expensive medium than the others and business always

needs to spend much money. For example, in the second quarter of 1982, the price of a 30

second spot commercial on daytime TV was about $800 on the CNS affiliate in New York City,

and $1000 on the New York ABC affiliate, WABC-TV. When the companies choose to use

television for marketing, it also means they need to spend a lot.