Classic Advertising Techniques in New Media

Though perhaps marketing in its most basic sense dates back as far as human trade and bartering, traditional advertising finds its roots in the 17th century. Early advertising often took the form of printed, factual statements about products, capitalizing on existing demand. However, as the Industrial Revolution boomed, manufacturers realized that sometimes a market needed to be primed. Through advertising techniques, manufacturers could create and hone the need to purchase in potential customers.

Classic Advertising Techniques in New Media

Even early 19th-century wartime governments used savvy advertising techniques to create support, morale, and enlistment. With the advent of radio, the speed with which information could travel added a nearly instantaneous way to reach consumers and citizens alike. Television opened up further avenues for advertising, as single-sponsor shows and specials gained popularity, and as product placement became part of most regularly run shows. As television networks began to exercise more content control, single sponsors gave way to multiple sponsors, in the form of television commercial spots.

The Internet has technically existed since 1983, with rudimentary web access since 1991. However, the World Wide Web didn't emerge as a commodity for business until 1995, as corporations began to get online. Just prior to the Web boom, in 1994, direct mail took a technological bent, with the first direct e-mail marketing campaigns emerging. These events opened wider doors for new media firms, revolutionizing distribution and presentation through animation, sound, and content services online for the internet audience.

Today, the most prominent media firms have expanded their advertising campaigns and efforts to include print, television, and internet marketing. From megafirms like Deutsch, Inc. and FCB, to targeted firms like Flying Machine, visual and audio experiences are melded to captivate internet consumers. Beyond straightforward promotion, internet marketing also has become a staple for companies seeking establishment or strengthening of brand awareness and increased customer satisfaction.