I don't know when bulk rate mail was established by that name, as it was also known as Third Class Mail, but I imagine it is quite dated.
As for the prints shown with the envelope container, it is reasonable to suggest that it dates back to the 1950s baesd on the fact that the return address shows "Brooklyn 1, NY", suggesting that it would have to be after 1943 (when Zone Codes were first introduced) and before 1963 (when five-digit ZIP Codes were implemented).
For what it's worth, here's a similar offering that recently sold on
ebay showing the same prints and the same envelope. The seller suggests that the item is dated to the 1950s, which also sounds reasonable.
http://www.ebay.com/itm/Set-of-4-Vi...047675.l2557I suspect the item was a "mail in offer" from a newspaper or magazine promotion.