Marketing and Branding Today

摘要

Allow me to hark back fifty or so years to a time when the new paradigm for business advertising was morphing from newsprint to TV and radio. Getting name recognition entailed investing in radio "spots" during drive time and TV commercials in a selected market, also during peak viewing hours. The hoped-for result would be ringing phones and more work. Local small shops opted for things like "Pennysaver" ads and ads in the Yellow Pages (remember those?) of the local phone book. How people looked for and found service people at that time dictated where the advertising budget was spent, and where it was deemed to be most effective. If you were a moderately large or mid-sized shop, you had more money to throw into advertising and marketing. This, hopefully, turned into more customers seeing your ads and knowing your name. The smaller shops, with a more local clientele, advertised in media that their customers' knew and used, the aforementioned Pennysaver, or Smart Shopper and the like. Word of mouth was also a large part of a shop's advertising. Prompt, friendly service was the calling card for most small local shops. Then as now, name recognition meant more calls and more repeat customers.