Aplus sees the Field Marketing like a tool of communication that is in charge to transmit the messages of the marks “expensive to face”, that is to say, through people, to the consumers, in the point of sale. It has his origins in the beginning of the publicity: after years of evolution we return to our origins and we adapted those reclamations nowadays prehistoric.

The prehistory of takes us to the publicity to worlds old and feudal where the oral reclamations and written comprised of a social system based on the slavery and the vasallaje. Like at every time, the economy and the society explain the form to communicate and the used supports to inform and to persuade. Even in an autarkic system, agricultural and of subsistence, without hardly outer markets and where it is fought to cover the basic needs, the people they found the form to demand the attention exceeds what it interested to present to them. They could do shouting it and indicating in the streets, in the reduced local markets, in which we can consider the first stores and in the annual fairs.

1.  The oral reclamation (the sale)

In Greece heraldo or kérux is the vehicle of the messages public (politicians, monks, legal or economic), but sometimes accepted orders of all type. In Rome the commercial activity is intense, exist stores traveling craftswomen, salesmen, markets and an important number of retailers who order praeco the diffusion of the commercial messages.

In the Average Age the town crier ones fulfilled an informative work to the service of the king or the nobleman and, sometimes, also of individuals. But there are other three figures that are directly ligatures to the commerce: the merchants, who if they did not use the services of the town crier one, animated to the public personally proclaiming the qualities of their products; the prattler, an intermediary between the craftsman and the buyers; and the pedlars, whom often also they announced on his articles.

2.  The written reclamation (the publicity in the sale place)

In the cities and other locations it was precise to present where were the official places, and also those religious that offered products or any service. In order to do they used it the signals, in certain way an antecedent than today we called corporative visual identity. As much the unions, organized by streets, like the commerce, that is placed in more dispersed places, identify by means of standards and posters. First they are signals of figurative and symbolic character that were placed in the entrances of streets, taverns and commerce. The most evolved they were plates of adorned iron or wood that hung in an advance towards the street or on the wall (it does not remember you to the signaling of stores, bars and all type of present establishments). This formula proliferates throughout the Average Age due to the expansion of the inner commercial activity and to that they act his communicative as in spite of the illiteracy.

The poster of this time can consider the first antecedent of the outer publicity, although their then messages had commercial character very not very often. In Greece the axons were used, united wood pieces and guinea fowl of target where the messages of the Government were written mainly, but also other types of information. A variant was the kyrbos, of cylindrical form. In Rome the dawn and libelli existed, papyruses fixed to different surfaces from places very frequented that served to communicate official messages. First they were reused painting them of target to be able to put new inscriptions thus.

In addition there was another habitual practice that will not sound to you strange: the informal graffitti, guinea fowl that the citizens in the walls did, normally to request something or to protest.

In the Average Age the formulas of written reclamation were infrequent and those that did not circulate either they contained commercial references. Only the booksellers created their posters to put the title and the price of the works that sold.