A brief history of marketing (Part1) :

Marketing has always existed in some form, the interesting thing to consider is that the practical application came before the theory. From ancient Rome where market stalls would sell wares, that was marketing in it’s simplest form.

The concept of marketing that we now understand has more to do with developments during the industrial revolution of the 18th and 19th centuries. This was a period of rapid social change driven by technological and scientific innovation. Post Civil War, the population exploded as expansion westward became a priority, and there was increased demand for the distribution of information. Focus shifted from local economies to coast to coast sales and international trade. For the first time the production of goods were separated from their consumption. Mass production, developing transport infrastructure and growing mass media meant that producers needed to, and could develop more sophisticated ways of managing the distribution of goods. These merchants were no longer restricted by the inability to mass produce creating a highly competitive market. Branding became increasingly popular as products became associated with the company that produced them. Agencies began to trade in the hard sell for a softer approach in order to maintain loyal customers.

Numerous technologies were patented that helped streamline the print advertising business including:

• Steam-powered printing presses
• Lithography
• New methods of paper making
• Color reproduction techniques

Urbanisation increased access to print material (books, magazines, and newspapers) and decreased print costs causing literacy rates to increase dramatically giving rise to the Communication Revolution. Advertisers capitalised on increase literacy, using print ads and bill posters to woo the mass market to purchase their clients’ products over the competitors. People wanted to stay up to date on the latest business, travel, entertainment, and availability of goods and with print, telegrams, and the telephone, now they could.

In the mid-1800s, the first agencies were created which focused on identifying the most effective newspapers to place ads in, negotiating rates, directing the printers, and configuring insertions. In the late 1800s, advertisers in local, regional, national, and global markets felt success was only possible by prioritising:

• Writing content
• Placement
• Sales
• Ad campaigns
• Marketing strategies