Marketing, Media, and Communication History Fundamentals

Marketing Fundamentals and Definitions

What is Market Segmentation?

It is the division of the prospective market into different groups according to age, sex, social status, buying capability, and so on.

What items make up a Company Marketing Plan?

A marketing plan typically includes:

• Product conception and development
• Promotion
• Pricing
• Packaging

When does Market Research take place?

It takes place when manufacturers need to offer customers exactly what they want.

Which are the Traditional Means of Advertising?

Traditional advertising media include:

• Newspapers
• Magazines
• Radio
• TV
• Hoardings (Billboards)
• Leaflets
• Brochures

What is the Task of Advertising?

It is to inform the public that a certain product is available and to persuade them to buy that product and not a similar one.

What is a Slogan?

It is a short phrase that identifies the product and attracts the audience's attention.

Mass Media and Communication Concepts

What are Mass Media?

The mass media are the instruments through which mass communication takes place in modern societies.

What are the Major Categories of Mass Media?

The major categories often include:

• Print media
• Recordings
• Motion pictures
• Radio and TV broadcast

History of Communication Technology

What did the Telegraph generate?

The telegraph generated the telephone, the wireless telegraph, the radio, and the TV.

What media were competing for public attention by the turn of the century?

The competing media were the radio, silent movies, and motion pictures.

When did Radio reach its peak of influence?

Radio reached its peak of influence in the 1 930s and 1940s.

What has Satellite Technology enabled?

It has made instantaneous news and global communication a reality.

When did Cable TV become popular?

Cable TV became popular during the 1980s.

Is communication slowing?

No, it isn't.

Guglielmo Marconi: The Father of Wireless

What is Marconi known as?

He was known as the Father of Wireless.

What was he interested in when he was young?

He was interested in electrical phenomena.

What did he become obsessed with?

He became obsessed with the idea that such waves could be used for transmitting information without the wire connection of the electric telegraph.

What happened when he offered his system to the government?

It was refused.

What did he do in 1897?

He formed his Wireless Telegraph Company.

What happened in December 1901?

In December 1901, he received a radio wave signal from England.

What was his political activity?

He played an active role in World War I and represented Italy at the Paris Peace Conference.

Did he continue to perform experiments?

Yes, he did.

What honors did he receive?

He received the Nobel Prize for Physics in 1909.

What tribute was he given when he died?

When he died, he was given the unique tribute of a two-minute silence by all radio stations throughout the world.

Key Vocabulary and Historical Facts

Spanish/English Marketing Terms

• Tendencias de la moda: Fashion trends
• Estrato social: Social status
• Y así sucesivamente: And so on
• Capacidad de compra: Buying capability
• Una idea clara: A clear picture
• Solían ser solo: Used to be just
• Está disponible: It is available

Historical Corrections

• Marconi first patented his system in 1897. FALSE. (The patent was filed in 1896.)
• The Italian government accepted the Wireless system. FALSE. (It was refused.)