Marketing Communications - Chapter One - Marcom History PDF

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Chapter One - Marketing Communications History...

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MARKETING COMMUNICATIONS John Egan, 2015

CHAPTER ONE – Marketing Communications History •

Marketing communications practised long before it was analysed and defined in the 20th century

3000BC – Babylonian tablet – inscription of scribe, ointment maker and shoemaker 400BC – criers in ancient Greece 79AD – posters advertising Vesuvius eruption 1477 – first English advertisement 1655 – term ‘advertising’ established 1947 – commercial TV introduced (USA) 1971 – email developed (Ray Tomlinson) 1991 – first webpage created 1998 – Google established 2005 – Facebook launched 2006 – Twitter launched 2007 – first iPhone launched

The Age of Printing •

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Modern innovation – printing press - 1477 – earliest example of poster advertising in England – 3x5inch bill promoting ‘Pyres of Salisbury’ – rules for the clergy Printing became a major part in the evolution of newspapers - The Weekly News of London – first English newspaper (1622)

The Industrial Revolution • •

Traders would bring goods to market and sell according to local supply and demand 1740 – 1821: major transformation of manufacturing in the UK - spread to other parts of the world - Industrial Revolution = mass production

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Identified mass media - offered advertising space - promote direct to customers = brand building Main mass media = newspapers and magazines UK - 1700: 25 newspapers - 1800: 258 newspapers - 1800: 11 tonnes of paper, 1860: 100,00 tonnes USA - 1830: 1200 newspapers - 1860: 3000 newspapers - 1850-1880: magazines increased by 250% (700 to 2400) Posters became very popular - put up all over, now known as ‘fly-posting’ Careful with advertising for tobacco and alcohol when risks discovered Advertising agencies developed, early as 1786 - William Taylor

Fly-posting: posters randomly affixed to walls rather than licenced hoardings

The Modern Era • • •

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Advances in technology, e.g. print - e.g. catalogues – small towns receive adverts Introduction of radio stations and TV - broadcasting took over printed message Other forms of marketing communications - PR and sales promotions PR – businesses hired PR professionals - 1914-1918: exploited ‘propaganda’ Sales promotions – incentivising sales - popular in retail industry By 2000, 2/3 of marketing communications = below the line - opposite to situation 50 years earlier

Below the line: all marketing communications’ tools, excluding advertising

The Digital Revolution 1989 – Tim Berners-Lee put forward proposal for ‘www’ 1995 - first commercialisation of the internet - first sale on ‘Echo Bay’, now eBay - Amazon started 2007 – apps, mobile marketing By 2010 – Apple authorised over 500,000 apps 2011 – Google earning $37.9 billion in advertising...