History of Agencies Advertising

I-arhente yokuqala intengiso ehlabathini

Kangangethuba elide zonke zentengiso lwaqhutywa kuphela ngohlobo lomlomo. Abantu bathi ezinye iindaba zakutshanje nganye, sathetha malunga neemveliso ezintsha kunye izinto, yaye ngaloo ndlela umlozi kwimveliso ethile okanye inkonzo. Utshintsho balandela kuphela emva kokudalwa kumajelo eendaba (i-media). Eli eliphakathi ebalulekileyo apho umsebenzi onjalo wazalwa nomthengisi, kwaye emva koko zaye zadalwa kwaye Iiarhente zentengiso yokuqala. Yonke le nto yaqala ngephepha kunye namaphephandaba de kwenkulungwane yama-20 ukuba iphelile. Kwaye ngoxa hayi imifanekiso zibukeke eqaqambileyo ubugocigoci kunye umbhalo omnyama nomhlophe kunye imifanekiso embalwa.

Xa umthombo yeshishini iphephandaba uBenjamin Franklin. Nguye odumileyo kuphela kwezopolitiko kunye lwezenzululwazi, kodwa sokushicilela. Ngowe-1784 e Philadelphia sipapasha wemihla ngemihla, ogama lakhe ibonisa icandelo layo zentengiso, - The Pennsylvania Ipakethi kunye Jikelele kumthengisi. "Le ntengiso" kwisihloko eli phepha anokuguqulelwa ngokuthi "umntu ubeka ntengiso," yaye "a intengiso iphephandaba." Ngoko ke, kuyacaca ukuba intsingiselo yokuqala yeli gama "intengiso" intsha "ezithathwa" okanye ngenye indlela - lwazi. Njengoko Kuprintwa ezandayo amaphephandaba anda inzuzo kunye iintengiso, bobabini abavakalisi benza izaziso zentengiso.

Ngoko ke owadala arhente intengiso yokuqala yehlabathi? Kweli nqanaba, ukuba kusekho ingxoxo-mpikiswano. Umbuzo ophambili uhlala enjengoko anjalo - nokuba cinezela arhente enesithuba yentengiso ukuqwalasela i-arhente zeentengiso?

Le arhente cofa wadalwa 1842, Volney Palmer, inzalelwane Pennsylvania. Waqala umsebenzi wakhe kwiphephandaba, waza waseka "arhente cofa American." Kucingwa wokuqala eUnited States (nkqu) arhente zeentengiso. Palmer, Kakade ke, wenza igalelo elikhulu kuphuhliso zeshishini izibhengezo. Wakhuthaza kwiimveliso zentengiso kumaphephandaba kunye nokudala isebe abhengezwe woshicilelo lwaze ke, hayi nje bethengisa isithuba iphephandaba nabani na ufuna ukusithenga.

Kodwa Udla olukhulu kuseyinto ukuba arhente intengiso yokuqala yaba NW Ayer & noNyana. It yasekwa e Philadelphia, kwaye (ivalwe ngo-2002) lathatha iminyaka engaphezu kwama-100.

Phambi ekudalweni Iiarhente zentengiso ezikhethekileyo kunye nendima njengabagunyaziswa imisebenzi eyenziwa abarhwebi isithuba -. «Abarhwebi abo bathengiselane iindawo ukupapasha" Agents Ndithenge ishishini yentengiso waza wathengisa ukuba amaphephandaba, nto leyo ke waba iingxaki ezinkulu ukufikelela iintengiso ezisuka kwezinye izixeko okanye kwiindawo ezisemaphandleni.

Kwiminyaka emine emva koko, omnye owuthandayo elitsha zeshishini yentengiso oselula - Dzheyms Tompson. Wathenga arhente yokuba umqeshi wakhe wangaphambili, owayesebenza ezimali ngaphambili. Le arhente kwakhona akwenzeki ukuba ngowokuqala. Kuye kwaqulunqwa 1864 eNew York, kwiminyaka emihlanu ngaphambi kwe-arhente NW Ayer & noNyana. Dzheyms Tompson wathenga ishishini $ 1300. Ngaye lo J. Walter Thompson besiza iqela leenkokheli zoshishino zeentengiso. I-arhente ekuqaleni ngugqirha iintengiso kwimagazini. Oko kukuthi, kwaba kuqala ezintsha ezininzi; ukuba inxalenye yokuqala nesicwangciso sezimali yephulo, waqala ukuthatha kumsebenzi kwabasetyhini kwaye bavelisa inkqubo kamabonakude yokuqala. I-arhente Okwangoku Thompson yi-arhente zeentengiso inkulu US kunye enye ezine Iiarhente zentengiso likhulu ehlabathini.

I-arhente lokuqala olu hlobo ziye kuphela nemisebenzi mbambano. abasebenzi Arhente, njengoko umthetho, kwaba ncinane gqitha, ngoko singadali intengiso ngokwayo. Loo-arhente ozibandakanye izaziso ngqo kuphela kwiphephandaba. Kwaba kuphela ngo-1891 arhente yokuqala intengiso kunye inkonzo epheleleyo yasekwa eNew York. Dzhordzh avala, umlawuli we-arhente, baqesha Umhleli, nabaqeqeshiweyo illustrators. Ngenxa yoko, le arhente inikezela ngeenkonzo uyilo, uyilo, ukulungiselela yoshicilelo kwezaziso ngokuzibeka zibe kumaphephandaba okanye kwiimagazini. Firm avala waba yimpumelelo enkulu. Le nkampani iye kufanele ngomnye arhente zentengiso kakhulu ngempumelelo kwinkulungwane XX.

I-arhente yokuqala intengiso eRashiya


Advertising ishishini eRashiya waqalisa kuphuhliso yayo kuphela emva uyekwa serfdom. Ngaphambi kokuba ezipapashwa kumaphephandaba karhulumente, ke ngoku yinto yokwenene kakhulu phephandaba ngeendleko ezentengiso.

Omnye emva komnye baqalisa ukuvula ezahlukeneyo ezipapashiweyo, yaye ngowe-1878 wadala-arhente zeentengiso yokuqala eRashiya - ". Central Bureau of luphi" Umsunguli balo Ludwig Mettsl (yena Czech ngu imvelaphi). Imisebenzi yee-arhente zeentengiso yokuqala ekufumaneni iintengiso unesimilo ezahlukeneyo ukuwabeka kumaphephandaba. Mettsl ekuqaleni wasebenza kunye iintlelo zephondo, kodwa ke uphuhliso yemarike, yaye babanjwe namaphephandaba ikomkhulu likaThixo. Ngu ekuqaleni XX yesebe ngenkulungwane ye-arhente zeentengiso esele zikhona e Warsaw, kwaye eNew York, Berlin, kunye Paris.

Yaba arhente lokuqala apho okubhaliweyo ad zadalwa ngamagcisa. Phambi Mettslya cinezela Russian akazange afumane ingeniso ezinjalo, yaye kukho imali kubabhalisi. Imisebenzi Mettslya ngokukhawuleza ukuvuselela urhwebo ngasemagumbini ezisemaphandleni, oku kube nefuthe elihle kakhulu kuqoqosho Russian xa iyonke.

Agency Mettslya wakhuthaza nje kuphela abanye amashishini abantu, kodwa kwakhona kukhuthazwe ishishini yayo batsala abathengi ezintsha esithubeni entengiso. Ekubeni isibhengezo-ofisi yajika "izaziso Joint-Stock Company Russian" yaye ngaloo ndlela kwandiswa uluhlu lweenkonzo. Ngoku abasebenzi arhente sibhengeza izicatshulwa, slogans ziye ukuphuhlisa wokuguqulela kwezinye iilwimi, kunye nohombisoa kwiintengiso phephandaba. A isebe ezizodwa lenze amaphulo yokwazisa epheleleyo kunye nezicwangciso promotion. All of kufuneka wazi ibinzana elithi "intengiso - urhwebo motor" - nayo yasungulwa arhente yokuqala intengiso Mettslya. Eli binzana kuthiwa owasungula kumlawuli elawulayo yenkampani V. A. Polyakov.