Hisotry of Marketing Communications

In: Business and Management

Submitted By trangnguyen106
Words 991
Pages 4
CHƯƠNG 1: CHƯƠNG 1: KHÁI QUÁT CHUNG VỀ TRUYỀN THÔNG MARKETING

1.1 Lịch sử hình thành của truyền thông marketing
Truyền thông đã trở thành một hoạt động kinh tế quan trọng trong nền kinh tế thị trường. Hoạt động truyền thông marketing được thực hiện lâu dài từ trước thế kỷ 20.
Vào thời La Mã cổ đại, quảng cáo đã xuất hiện rộng rãi. Vào khoảng 3000 năm trước công nguyên, những cái bảng bằng đất sét của người Babylon đã được sử dụng để viết quảng cáo cho người bán thuốc mỡ, nhà thần học, thợ đóng giày, … Tại khu di tích Pompeii (Ý), những dấu tích quảng cáo về du lịch được viết trên tường (Rusell và Lane 2002). Ở châu Á, Trung Hoa dường như đã biết đến quảng cáo từ thời Tây Chu (thế kỉ XI – 71 TCN) qua những hội chợ đầu tiên (Hong Cheng trong Jones, J.PH, 2000). Một phương tiện quảng cáo lâu bền nhất là báo chí. Nó là sản phẩm của phát minh mới về in của Johan Gutenberg (vào khoảng năm 1438) đã làm thay đổi thông tin đại chúng trên toàn thế giới.
Cuộc Cách Mạng công nghiệp bắt đầu ở Anh và sau đó lan rộng trên toàn thế giới. Các ngành tiểu thủ công chuyển dần sang sản xuất đại trà để phục vụ nhu cầu người dân. Các nhà sản xuất nhận ra truyền thông là phương tiện để thúc đẩy nhu cầu và quảng cáo được sử dụng để thu hút những người bán lẻ mua nhiều hàng hóa hơn từ nhà sản xuất, đồng thời quảng cáo cũng được sử dụng để chiêu thị trực tiếp đến khách hàng và công chúng về sản phẩm và xây dựng lòng tin về chất lượng của nó. Đây là những ví dụ đặt nền móng cho việc xây dựng thương hiệu “brand – building” sau này.
Trong khoảng thời gian này, báo và tạp chí vẫn là kênh truyền thông chủ đạo. Tại hai bên bờ Thái Bình Dương, nỗi sợ hãi về bệnh dịch đã làm nhu cầu về “phương thức chữa bệnh thần kỳ” (magic remedies) tăng cao. Tại Mỹ, trước những năm 1870, dược phẩm là chủ đề quảng cáo chính và tiếp tục thống trị cho tới cuối thế kỷ này.
Quảng cáo từ sau thế kỷ 19…...

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