Traditional marketing is a rather broad category that incorporates many forms of advertising and marketing. It’s the most recognizable types of marketing, encompassing the advertisements that we see and hear every day. Most traditional marketing strategies fall under one of four categories: print, broadcast, direct mail, and telephone.
Print marketing is the oldest form of traditional marketing. Loosely defined as advertising in paper form, this strategy has been in use since ancient times, when Egyptians created sales messages and wall posters on papyrus. Today, print marketing usually refers to advertising space in newspapers, magazines, newsletters, and other printed materials intended for distribution such as brochures, catalogs, technical specifications, white papers, case studies, presentations and numerous other uses.
Broadcast marketing includes television and radio advertisements. Because it encompasses so many different strategies, nearly every company selling a product or service uses one or more types of traditional marketing as part of an overall advertising strategy. For the most part, this form of advertising depends on the company’s available marketing budget.
Entrepreneurs and small businesses, who may have limited marketing budgets, most often use print marketing in newspapers or newsletters to advertise to local customers. Many also place local radio advertisements. Some use direct mail, and a few may employ limited telemarketing. Mid-sized companies and large corporations are most likely to use TV commercials. Advertising on television is usually the most expensive form of marketing, with prices depending on the time slots and programming content. For example, a 30-second commercial during Super Bowl 2012 was around $3.5 million, more than $100,000 per second—and that figure doesn’t include production costs. Bigger companies also use direct mail more often, as the design, printing, and mailing expenses can add up to substantial amounts. Mid-sized and large businesses often use all forms of traditional marketing in one way or another.
While network television commercials are usually out of the budget range for smaller companies, local cable programming has made television advertising more accessible for these types of businesses, with costs running as low as $15 for a 30-second spot, plus production expenses.
Direct mail marketing uses printed material like postcards, brochures, letters, catalogs, and fliers sent through postal mail to attract consumers. One of the earliest and most well-known examples of direct mail is the Sears Catalog, which was first mailed to consumers in 1888. Today with the focus so heavy on digital marketing many companies have stopped using direct mail and the effectiveness is increasing due to the small amount of mail received.
Telephone marketing, or telemarketing, is the practice of delivering sales messages over the phone to convince consumers to buy a product or service. This form of marketing has become somewhat controversial in the modern age, with many telemarketers using aggressive sales tactics. The U.S. federal government has passed strict laws governing the use of telemarketing to combat some of these techniques such as the DO NOT CALL list. However, Business to Business calls are not covered under these consumer protection acts.
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