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 1990’s. 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. The storm of Internet marketing swept the entire globe faster than any marketing revolution in history.
In this essay, I am trying to talk about the influence of the Internet on marketing how did these communication technologies support marketing to work from the Great Depression to now. There are three parts to explain. First step, I will talk about the history of marketing techniques, such as print, radio, and television. In the second part, I will talk about the marketing today which is the time of Internet marketing. Finally, I am going to talk about the future of marketing which will be changed to a new era by the Internet.
History of Traditional Marketing Techniques
The primal 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.
The Print medium is the oldest kind of advertising. In 618 B.C, 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. For instance, the first newspaper advertisement, an announcement seeking a buyer for an Oyster Bay, Long Island, estate, is published in The Boston News-Letter in 1704; Benjamin Franklin’s General Magazine printed the first American magazine advertisement.
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 increasing. Most newspapers offered local marketing advertising, such as new product introductions and local promotions, and then published them widely.
The number shows some famous examples, during the year ending March 31th in 1981, the Audit Bureau of Circulation reported, the “all day” Boston Globe had an average daily circulation of 501,426 copies, and The Sunday Globe circulated 727,211 copies. The other number is that The Daily Herald American circulated 112,127 during the year ending March 29th in 1981.
Companies were glad to spent money on print. At this time, the basic line rate for The Boston Globe daily edition is $4.73.
Another traditional medium of marketing is Radio, but it was just blossomed in a short time.
In 1887, the German physicist Heinrich Rudolf Hertz explained the existence of wireless. Then, the very first radio broadcast occurred on Christmas Eve in 1906, by Reginald Fessenden from The United States. Following that, the first actual commercial was broadcast in 1922 from the radio station WEAF. 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 pushing such products as cigarettes, tires and even coal.
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 theUnited States, but just eighteen months later, 15% of these stations per month were out of business.
After World War II, radio’s popularity went into decline, and a new medium appeared on the stage.
From 1932 to 1936, the unemployment never dipped below 20% in the United States. Other counties 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 1960’s and 70’s, many companies had already concentrated on television advertising. Ford Motor Company’s agreement gave NBC $9 million worth of advertising. At this time, people also had already seen many great advertisements of Alka Seltzer, Volkswagen, Pepsi-Cola, 7UP, and many other brands.
These were the most popular examples of the audience ratings in a two weeks period. Beginning January 11, 1982 and ending January 24, 1982, during the average minutes of the famous– Super Bowl XVI was telecast, that was 40,020,000 homes were turned in. On the other hand, Sixty Minutes was 26,080,000 homes; Dallas was 25,350,000 homes. CBS Saturday Night Movie had 23,470.000 homes. Magnum P.I reached 21,430,000 homes.
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, WCBS-TV; and $1000 on the New York ABC affiliate, WABC-TV. Prime evening time 30 second rates in New York City on average were about $9,200 for WCBS–TV; $8,600 for WABC-TV. When the companies choose to use television for marketing, it also means they need to spend a lot.