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TRADITIONAL MARKETING

Traditional marketing is involved with a wider category which incorporates different forms of marketing and advertising modes. The traditional marketing can be most recognized from the marketing types and advertisement that are presented in the newspaper every day.

Many of the traditional marketing falls under the following categories:

Print: The print marketing is regarded as the oldest form of marking in the traditional format. This type of marketing category in the traditional market can be loose defines as the advertisement which is printed in the paper format and the technique has been used from the ancient Egyptian times where wall posters and sales messages are created on paper or then known as papyrus. In recent times, the print marketing is mainly referred to the ones that are advertised in the magazines, newspapers and other printed formats.

Broadcast: The Broadcast marketing is the one in which the advertisement of the products are made on the television and radio. The radio broadcasting is seen to have happened from the 90s and the television broadcast was the next step. This is because it was later found that television broadcasted advertisement was more appealing than radio as a visual form of marketing can be done regarding the products that attracted more customers.

Direct: Direct marketing is referred to the one that uses brochures, postcards, catalogues, filers, and others that are sent to the consumers directly through the mail. The earliest and most popular known example of direct mailing was the Sears Catalogue.

Telephone: This form of marketing is practised by delivering messages regarding sales through the telephone to the consumers to convince them to buy the products. The telephone marketing is presently seen in a controversial image as many marketers are seen to use unethical and aggressive way to attract customers that have resulted customers to receive products that are way below their expectation. In this respect, the UK government has installed strict laws to control the unethical telemarketing services.

The traditional marketing has a wide variety of strategies is representing the product and thus each and every company presently established is seen to use this marketing form.

In most cases, the traditional marketing strategy to be adopted by the company is dependent on their available budget. The medium-sized companies and the large corporations are seen to mostly use television commercials for advertising their products. The advertisement of products on the television is regarded as the most expensive form of marketing in the traditional format. The television marketing is priced according to the time slots the advertisement is to be informed to the consumers along with related to the content.

The huge companies are seen to use direct mailing frequently as the printing, designing and mailing the advertisement to the consumers can add extra budget for marketing by the company. The start-ups and small business those have not enough budget to spend on marketing are seen to use printing marketing by advertising their products in the newspapers, magazines, and others.

Further, many are also seen to adopt radio marketing. The network television though has made the smaller companies out of the budget to execute television commercials but the local cable programming has made the television marketing more cost-effective for the smaller companies to avoid without worrying about the budget.

The strategies required for the development of a plan in the traditional marketing is seen to vary in a broader way as the form of product to be advertised determined the way the plan is to be made.

In a small business, it is often seen that the entire staffs are involved in planning and executing the traditional marketing for their products.

However, in the larger companies, there are separate departments which are dedicated for creating campaigns and contents for advertisement of the products to be used in executing traditional marketing. The initial step towards the development of the plan in the traditional marketing involves choosing the specific category through which the advertisement is to be made. For instance, the store that is going to announce the sale of a new product is going to use broadcasting or print marketing however for launching a store the company is going to use direct marketing.

In order to use broadcasting marketing, the companies require arranging an advertising space by purchase. The timing of executing the step is depended on the lead time or how far before the actual advertisement the place is to be purchased so that the marketing can be done without any delay. The way the marketing material is to be developed is also dependent on the traditional marketing category which is to be used. This is because indirect main along with print marketing the campaigns require copywriting and graphic designing.

In the case of telemarketing, the script for the advertisement of the product is to be made so that the consumers are effectively attracted. The radio advertisement may be pre-recorded or scripted to be read on air. The television advertisement is either written by the production house or marketing departed or the production companies are contracted to develop the advertisement to be presented.

There are different types of careers related to Traditional Marketing that includes:

Brand Manager: The Brand Manager has the responsibility to plan, develop and direct the efforts of the marketing of a particular product. The responsibility may be served in the entire company or for a few lines of products in a big company. The Brand Managers are seen to coordinate activities for marketing team those are involved in various facets of the business operation including production, research and development, purchasing, advertisement, distribution, financing, packing and others. The professional present in this phase decides on the strategies of marketing to be used, oversee and conceptualize marketing campaigns and to control the public image of the brand with the help of advertisement.

A brand manager is required to hold a bachelors degree of advertisement or marketing and in bigger companies, a minimum experience of four years being acting as a brand, manager in other companies are required by candidates for recruitment.

Advertising Sales Director: The advertising sales director has the responsibility in managing an entire strategy for executing an advertisement of a company in each direction that involves sales, business, and technical perspectives. They are typically the leader of the sales representative team who is entrusted to manage high-ranking overseas sales development of products, advertising projections and budgets, and campaign implementation. The advertising sales director is required to hold a bachelor degree in sales, marketing or advertisement. The candidates who have successful track records previously in the market are often chosen for the position.

Media Director: The Media Director is the one who typically works with an advertising agency and has the efficiency in implementing effective market strategies that helps the promotion and marketing of the company’s products effectively in the market. The responsibility of the media director is to be arranging effective availability of print space and timing for broadcasting for the clients so that the consumers are properly attracted and alerted regarding the products through effective marketing. The professionals are seen to identify the best traditional marketing strategy by executing market research and statistics regarding the products and its substitutes. They are also seen to be responsible to work collaboratively with the media sales representatives for placing advertisements.

The advantage of availing traditional marketing is that it offers greater exposure to capture consumer’s attraction even in the remote areas. This is because there are still customers who have not access to the internet or prefer to get information from the newspapers as they think it to be authenticated mode. Moreover, a greater number of new audiences may be attracted to traditional marketing strategies such as billboard, television, and others are able to reach a wider customer base in the population due to their ease. The traditional marketing offers the company to deliver a personal approach and value to the consumers in making them feels that they are directly related to the company. Moreover, traditional marketing is advantageous as it is tangible in nature.

The traditional marketing though has enough advantages but there are limitations related to it. The first limitation is that the tradition marketing is high budget consuming and thus the companies who do not have an effective amount of money face hindrances in adopting the marketing form. This is evident because in traditional marketing the commercials to be presented on television is charged at higher rates than they are charged in the social media. The traditional marketing does not allow marketers to create immediate change in their marketing modes with a change in the industry preferences. Thus, the traditional marketing offers the hindrance of lack of timeliness.

In this marketing form, the target audience is harder to reach because the billboards, television commercials are viewed by the consumers at mass who are not even targeted as there is no option in a traditional market to deselect the non-target customers while presenting the advert.

In traditional marketing, the message conveyed regarding the product is often limited due to which proper communication cannot be established between the company and the audience.

Other resources:-

Kit Kat Marketing Strategy Published by Zayan

USING EXPERIENTIAL MARKETING AS A TOOL TO BUILD BRANDS, TRANSFORM CUSTOMER EXPERIENCE AND GROW BUSINESS Published by Annetta