Marketers adopted a variety of media to communicate with custom‐
ers in the 20th century, starting with mass marketing and moving to
more personalized direct response:
Mass marketing
For the majority of the 20th century, the predominant market‐
ing tool was mass media. The goal here was to publicize a brand
to as many people as possible in a single event. Customers
encountered these campaigns via television ads, billboards, and
other media, where ads could be placed secondary to their main
objectives.
