Traditional Marketing & Strategies | All you need to know

What is a traditional market strategy?  What are the types of traditional marketing? What are the traditional approaches to marketing?

Traditional marketing is a rather broad category that incorporates many forms of advertising and marketing. It’s the most recognizable type of marketing, encompassing the advertisement that we see and hear every day.

Traditional marketing is any type of marketing that is not online, this includes print, broadcast, direct mail, phone, and outdoor advertisements like billboards as well as newspaper and radio channels. Traditional marketing helps the advertiser to reach the targeted audience.

What are the traditional marketing strategies?

Most of the traditional marketing strategies fall under one of the four categories: print, broadcast, direct mail and telephone.

  • PRINT:

Print marketing is the oldest form of traditional marketing. It is loosely defined as advertising in paper form, this strategy has been in use since ancient times when Egyptians created sales messages and posters on papyrus. Today, Print marketing usually refers to advertising space in newspapers, magazines, newsletters, and other printed material intended for distribution.


Broadcast marketing includes television and radio advertisements. Radio broadcast has been around since the 1990s and the first commercial Broadcast a radio program supported by on-air advertisement aired on November 2,1920. Television, the next step in entertainment technology was quicker to adopt advertising with less than ten years between it’s inception and the first television commercial was in 1941.


Direct mail marketing uses printed materials like postcards, brochures, letters, catalogs and fliers sent through postal mail to attract consumers. One of the earliest and most well-known examples of direct mails is the Sears catalog which was first mailed to consumers in 1888.


Telephone marketing or telemarketing is the practice of delivering sales massages over the phone to convince consumers to buy a product or service.

This form of marketing has become somewhat controversial in the modern age with many telemarketers using aggressive sales techniques.


Who are the implementers of traditional marketing strategies?

Because it encompasses so many different strategies, nearly every company selling a product or service uses one or more types of traditional marketing as part of an overall advertising strategy. For the most part, this form of advertising depends on the campaigns available marketing budget.

Mid-size companies and large corporations are most likely to use TV commercials. Advertising on television is usually the most expensive form of marketing with prices depending on the time slot and programming content.

Bigger companies also use direct mails more often, as a design, printing, and mailing expenses can add up to a substantial amount. Mid-size companies and large businesses often use all forms of traditional marketing in one way or another.

Entrepreneurs and small businesses who may have limited marketing budget, most often used print marketing in newspapers or newsletter to advertise to local customers. Many also place local radio advertisement while some uses direct mails and a few employ limited telemarketing.

While network television commercial are out of the budget range for smaller companies, local cable programming has made television advertising more accessible for some businesses.

How can I develop a traditional marketing plan?

The strategies for developing a traditional marketing plan vary widely according to the form of advertising used and the type of business.

In some companies, particularly small businesses, the entire staff will contribute to the planning and execution. Larger companies often have marketing departments dedicated to creating advertising campaigns that use traditional marketing.

When developing a plan, the first step is to choose print, broadcasting, direct mail or telemarketing. This choice depends on the budget and the marketing message conveyed.

For example, a company advertising a New product will use more immediate impact strategies like broadcasting or print, while business launching a general awareness might choice direct mails which stays in the consumers hand for a longer period of time.

For print and broadcasting marketing the business must arrange to purchase advertising space. The timing of this step depends on the lead time,or how far in advance the advertising space must be purchased. Some print media such as wide circulation magazines have lead times of several weeks.

The development of marketing materials various depending on the form of advertisement. Direct mail and print campaign require graphic design and copywriting.

For telemarketing, the advertisers write a script for the sales representative (or outsource telemarketing company) to follow. Radio ads may be either produce or pre_recorded or scripted and read by on_air personalities. Television commercials can either be written by the marketing department and produce in_house or contracted to production companies.

What type of careers works with the traditional marketing strategies?


A brand manager is responsible for planning, developing and directing the marketing effort for a particular product or brand. This may be an entire company or a line of products within a large company.

Brand managers coordinate the activities for steam of marketers involved in several facets of operation, including research and development, production, sales advertising, purchasing distribution, packaging development and financing. These professionals decide on marketing strategies conceptualize and oversee marketing campaigns and control the Brand’s public image through advertising.


The job of a n advertising sales director is to manage the entire advertising strategy of a company from all directions including business sales and technical perspective, typically in charge of a team of sales representatives. These high Ranking managers oversee the development of sales materials campaign implementation and advertising budget and projections.


A media Director typically works at an advertising agency that develops and implements marketing strategies for other companies. The job of a media Director is to manage the purchase of a print space and broadcast time for clients.

These professionals work with clients to choose the most suitable and effective avenues for traditional marketing, usually through market research and statistical models. They are also responsible for working with a media sales representative to place the advertisements.

Traditional marketing is a field involving many different strategies and methods of earning a degree through a marketing program.

Traditional marketing provides the knowledge and skills required to effectively use advertise your product or business to a wide range of audiences using print, broadcast, direct mails, and telemarketing.

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Augustus Sylvester Victor A Content Writer, Athlete, Organist and a Tutor from Akwa Ibom State, Nigeria.

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