Cover Story Marketing

8/9/2019 Cover Story Marketing

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The history of marketing started many moons ago, as far back as 1450.

That’s many moons! The rst printed advertising started with the invention

of moveabe type, which made mass printing possibe for the rst time.

1450-1700- Printed advertisements

f an advertisement is printed on paper, be it newspapers, maga"ines,newsetters, bookets, #yers, direct mai, or anything ese that wo$d be

considered a portabe printed medi$m, then it comes $nder the banner of

print advertising.

t%s hard to say e&acty how od print advertising act$ay is. There are

e&ampes of printed pieces dating back to eary 'gyptian times. n 1(th

cent$ry 'ngand, severa di)erent forms of advertisements appeared in

newspapers and on handbis. *$t the genera consens$s is that print

advertising as we know it today started ife in 1+-, when a rench

newspaper caed /a resse charged for advertisements and owered theprice of the newspaper. This is the birth of commercia press.

n '$rope, as the towns and cities of the idde 2ges began to grow, and the

genera pop$ace was $nabe to read, instead of signs that read 3cobber3,

3mier3, 3taior3, or 3backsmith3 wo$d $se an image associated with their

trade s$ch as a boot, a s$it, a hat, a cock, a diamond, a horse shoe, a cande

or even a bag of #o$r. r$its and vegetabes were sod in the city s$are from

the backs of carts and wagons and their proprietors $sed street caers town

criers6 to anno$nce their whereabo$ts for the convenience of the c$stomers.

n the 1+th cent$ry advertisements started to appear in weeky newspapers

in 'ngand. These eary print advertisements were $sed mainy to promote

books and newspapers, which became increasingy a)ordabe with advances

in the printing press7 and medicines, which were increasingy so$ght after as

disease ravaged '$rope. 8owever, fase advertising and so9caed 3$ack3

advertisements became a probem, which $shered in the reg$ation of

advertising content.

1730’s -Magazines

The eariest e&ampe of maga"ines was 'rba$iche onaths:nterred$ngen which was a$nched in 1-- in ;ermany. t was a iterary and

phiosophy maga"ine. The ;enteman%s aga"ine, rst p$bished in 1(1,

in /ondon, is considered to have been the rst genera9interest

maga"ine. 'dward


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the 2rabic makha"in 3storeho$ses36 by way of the rench

ang$age. >ordsmith o)ers this origin? 3$ra of 2rabic makh"an?

storeho$se, $sed g$rativey as 3storeho$se of information3 for books, and

ater to periodicas6.

The odest cons$mer maga"ine sti in print is The =cots aga"ine, which wasrst p$bished in 1(@, tho$gh m$tipe changes in ownership and gaps in

p$bication totaing over @0 years weaken that caim. /oyd%s /ist was

fo$nded in 'dward /oyd’s 'ngand co)ee shop in 1(47 it is sti p$bished as

a daiy b$siness newspaper.

n A011, 15A maga"ines ceased operations and in A01A, +A maga"ines were

cosed down.

1836 - Posters

Then we had an evo$tion in marketing when posters came into pict$re. The

rst posters were created in the mid91@th cent$ry in rance as

advertisements for new prod$cts. n ess than ten years, the $se of posters

spread from rance thro$gho$t the rest of '$rope. They were aso $sed for

promotiona p$rposes for theater, and operas shows and maBor events in

aris and the thro$gho$t rance. *$t C$es


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ancient 'gyptians the government was $sing images carved into stones to

post the aws and reg$ations of the and. This carving into stones may, in a

way, have been the odest form of o$tdoor advertising.

The modern9day biboard advertising approach can trace its roots to

ithography, which was an invention of the ate 1(@0s. The geni$s of thisinvention is that it made it possibe to mass prod$ce as many posters and

anno$ncements as a b$siness needed. There was one maBor imitation to

the o$tdoor biboards being prod$ced at the time, and that was the $aity

of the posters7 they did not stand $p when e&posed to the eements for

proonged periods of time.

The circ$ses were one of the rst b$sinesses to prot from this new form of

mass marketing, and so o$tdoor advertising $nderwent a maBor innovation

which bro$ght $s the modern biboard advertising that we know today. The

eariest $se of the biboard by the circ$ses dates back to 1+5. *$t ater on

this was made oFcia in the year 1+-(. rior to the invention of ithography,biboard copy co$d ony be prod$ced on a very sma scae which made it

signicanty ess e)ective as a marketing too than it is today.

1920- 1949- mergen!e o" ne# medi$ms li%e &adio' () and

(ele*+ones

Dver the ne&t few h$ndred years, marketing moved reativey sowy. n 1@AA

radio was the ne&t big medi$m of marketing and radio advertising beg$n. n

ess than A0 years, there was the rst recorded $se of teevision advertising.

The teephone, in 1@4-, was the ne&t atest and greatest marketing

opport$nity.

TG advertising was dominating the market. The very rst teevision

ad appeared on C$y 1, 1@41 d$ring a baseba game on a oca Hew Iork

channe. The 109second ad advertised *$ova watches and cost a mere fo$r

doars7 it competey revo$tioni"ed teevision! E$e to the overwheming

s$ccess of the *$ova advertisement, other companies began to reai"e that

they needed to B$mp on board with their marketing as we. *$sinesses ike

;imbe’s Eepartment =tore, an 2merican >ord 2irways, irestone Tire, and

*otany >orsted is advertised on teevision shorty thereafter. *y 1@4+,many additiona advertisers were $sing teevision spots to reach the arge

a$dience that owned teevision sets. Teevision%s spreading pop$arity

merited the formation of the 2merican 2ssociation of 2dvertising 2gencies to

reg$ate commercias. Teevision was so pop$ar d$ring that era that even

the movie st$dios feared that teevision wo$d dominate a other media!

1950- 1972 -(elemar%eting and (elevision ,ds

http://www.capitoloutdoor.com/http://www.capitoloutdoor.com/


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rom the 50’s to the (0’s, teevision ads and teemarketing grew, whie radio

ads start to decine in pop$arity. >ith the invention of the rst hand hed

mobie phone, 2pri , 1@( that’s correct, 1@(!6, the digita age oFciay

emerges. He&t $p is the persona comp$ter from * in 1@+1, with 2ppe

cose behind with their acintosh persona comp$ter. was growing $p at

this time and it was so e&citing to be abe to do desktop p$bishing. Therewas a boom in print advertising.

Hew technoogy came faster than ever. obie phones became a the rage

in the eary 1@@0’s, and TG dispaced newspapers as the nation’s argest ad

medi$m. =oon it was the >ord >ide >eb that’s what we caed it back in

the day6 and emai. Hew technoogy and marketing words were being

created J =pam, the nternet and =piders.

Cover Story Marketing

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