UNDERSTANDING MARKETING STRATEGIES CHAPTER 1

Advertising is one of the vital components of business. The importance of advertising can be understood by the fact that it has been around since the roman and Grecian times. The use of posters and flyers is not new, the romans and Grecians used these mediums to publicize their events such as circuses and gladiatorial contests. This example establishes that advertising has been around since the start of the world to influence people (using word of mouth human voices and even images), to persuade them to buy and consume the product or service one is selling. As centuries past the new mediums of advertising and communication blossomed into the world giving businesses better chance to convince and sway their consumers. This table illustrates the creation of mediums and their benefits. However it must be remembered that all mediums are still strongly standing and attracting people; no medium has lost its significance or become obsolete.

The advertising has been seen to advance with the technological advancements. It is to say that technology has aided marketing to reach a larger audience through different means using groundbreaking technologies such as the television, radio and now the internet. Even though marketing is people centric, the technology being the medium of communication between the marketer and people makes technology not only essentially attractive for marketers but significantly important for their success also. Technology has the power to come and open new markets. Such as the internet which opened new markets like e commerce and social networking and pay per click. The technology like the internet allows people to connect and collaborate. Internet has interconnected the globe like a global village but before this, technology present was much like the internet technology. The features of the internet have been adopted from the past technologies present, which changed societies, cultures and feelings of the people, such as the telegraph. The incident of electric monks proved that electricity could help the messages to be travelled and hence a lot of scientists started out a variety of experiments. Samuel Morse took these concepts and invented the telegraph which became a phenomenal hit. ,after its experiment in the committee rooms and voted victory the telegraph came to the people where people had started to feel connected, many baffled by the technology. Change was being observed. Newspapers were publishing news hours, people were getting married online, gamblers were cheating, people felt together and hence a society was altering itself with the birth of the telegraph. With this magnificent change, in 1877 the telephone was invented, which also aimed to change the way people communicated. Technological advancements raced as The US department set up ARPA to really just make sure that they dont remain behind from USSR. The ARPA and its scientists had initiated internet computing and a lot more. The intergalactic computer marked the start of communication using the internet base. .The ARPANET was hooked in prestigious and technological bases such as Lincoln lab and US Air force which communicated using packet based information. Universities were installed with ARPANET, while companies like IBM still claimed ARPAs proposed technology to be impossible. With the success of ARPANET in universities like Stanford, the number of network started to double in the same year of the success. ARPAs advancements opened yet another door of communication: Email or electronic mail. It is still one of the most widely used means of messaging using the computer. The email system was set by Ray tomlins on who initiated the whole program, creating codes like@ to distinguish username host etc. The importance and accessibility of the internet can be understood by the fact that this assignment is being mailed using an internet host to another, sending a packet of information within a city to another host. The ARPANET emerged with new computer technologies and started using the Transmission control program widely now known as the TCP/IP. 1983 marked the birth of the internet with domain names and rapidly growing hosts to date. The internet being one of the best technological advancements started to change the cultures societies and feelings of the people .The web, made by Tim Bernes in the CERN named it hypertext links. The idea of linking information in different computers caused the popularity to rush like fire around the globe. The first webpage on the internet was made by CERN in the year 1991. Rest was destiny. Below the image shows how the following years changed the internet and the exposure to the people.

The website success was touching the sky as the 200 spring marked the highest all-time closing high of 5046 points. The high speculated investments had caused the success of the online webpages. Suddenly NASDAQ started to topple down because of negative speculation. The findings slowed down and closures and mergers were being observed. But until 2003 the tide came back with a better backbone. Companies like Google came in making the internet user friendly making things more accessible to find over the internet. The internet usage was spiraling up as the years past. The introduction to broadband also enhanced the exposure and time spent on the internet. The growth is still growing, but at a lower rate with the market share of digital advertising to be rising by an increasing percentage.
Presented by: Saria Iqbal Qureshi 0915166