History of Advertising Agencies

Wokutanga kushambadza sangano munyika

Kwenguva refu nguva dzose kushambadza akanga akatakurwa achiburitswa kunze chete nomumukanwa chimiro. Vanhu vari kuudza mumwe nhau, takataura pamusoro zvigadzirwa zvitsva uye zvigadzirwa, uye pakudaro touting imwe chigadzirwa kana basa. Kuchinja vakatevera chete pashure pakusika nhau (vezvenhau). Izvi zvakanga zvakakosha svikiro uyo basa akadai akaberekwa somunhu mushambadziri, uye ipapo zvakasikwa uye vokutanga zvokushambadzira masangano. Zvakatanga pabepa mapepanhau kusvikira mukutanga kwezana remakore rechi20 vakagumisa. Uye kunyange zvazvo zvakanga zvisiri inopenya uye oma nemaziso hunofadza mifananidzo uye-chena dema-uye rugwaro ane mienzaniso mishoma.

At kunobva dzemabhizimisi pepanhau raiva Benjamin Franklin. Iye wakakurumbira kwete chete mune zvematongerwo enyika uye zvesayenzi munda asiwo kutsikisa. Muna 1784 muPhiladelphia akatanga kubudisa pepanhau nezuva, ane zita rinoratidza rayo chinoumba kushambadza, - The Pennsylvania Packet uye General Advertiser. "The Advertiser" iri rokuti pabepa ichi rinogona kushandurudzwa se "munhu rikaisa okushambadza," uye se "pepanhau vaGiriyedhi." Saka, zviri pachena kuti zvinoreva ano shoko "kushambadzira" wokutanga "Classified" kana zvimwe - ruzivo. With kuwedzera Prints mapepanhau wakawedzera profitability uye zvokushambadzira, zvose vaparidzi nevanoshambadza.

Saka ndiani akasika nyika yokutanga zvokushambadzira sangano? On zvibodzwa ichi kuti vachiri nharo. The mubvunzo chikuru unoramba sezvo vakadaro - kana muchisviniro sangano pamwe kushambadza nzvimbo kufunga imwe kushambadza sangano?

Izvi womupepanhau sangano akasikwa 1842, Volney Palmer, chizvarwa Pennsylvania. Akatanga basa rake mupepanhau, uye ipapo akavamba "American womupepanhau sangano." Zvinonzi vaiona wokutanga muUnited States (uye kunyange nyika) zvokushambadzira sangano. Palmer, Chokwadi, akaita mupiro mukuru kukura ari zvokushambadzira bhizimisi. Aitsigira mumapepanhau okushambadza zvigadzirwa nokusika mbirikira dhipatimendi ari anodhinda nhau kunyange zvino, kwete chete kutengesa pepanhau nzvimbo munhu anoda kuti rikatenge.

Asi zvinozivikanwa shanduro ichiri kukurukurwa kuti chokutanga nokushambadzira sangano aiva NW Ayer & noMwanakomana. It rakaumbwa muna Philadelphia, uye (akavharwa 2002) wakagara makore anopfuura 100.

Asati paakasika unyanzvi okushambadza masangano uye basa vamiririri mashandiro kwakaitwa nzvimbo nevaichinja -. «Nevaichinja avo kuchinjanisa kutsikisa kunzvimbo" Agents Ndatenga okushambadza mabhizimisi uye ipapo akavatengesa kuna mapepanhau, iyo zvino yakanga matambudziko makuru pamwe kuwana okushambadza nevamwe mumaguta kana mumaruwa.

Papera makore mana, imwe itsva kufarira vechiduku okushambadza bhizimisi - Dzheyms Tompson. Akatenga sangano kweaimbova mushandirwi wake, uyo akashanda se zveakaunzi pamberi. sangano uyu anoti wokutanga. It akasikwa muna 1864 muNew York, makore mashanu apfuura kupfuura sangano NW Ayer & noMwanakomana. Dzheyms Tompson akatenga bhizimisi for $ 1,300. Iye kunzi J. Walter Thompson vakauya dzinoverengeka vatungamiriri zvokushambadzira bhizimisi. Pakutanga inoshandiswa specialized mumagazini zvokushambadzira. Kureva, zvakanga mberi zvakagadzirwa zhinji ano ndiwo chikamu urongwa zvemari mushandirapamwe rokutanga, akatanga kutora kwavo basa vakadzi uye dzikabereka chirongwa terevhizheni yokutanga. The sangano pari Thompson ndiro rakakura kupfuura mamwe ose US okushambadza sangano uye mumwe mana kupfuura kushambadza masangano munyika.

The sangano iri mhando vokutanga hakugumiri Mediation mabasa. Agency tsvimbo, sezvinoita mutemo, chaiva chiduku, saka hazvina kusika okushambadza pachayo. Kwakadaro okutenderera avimbiswa zvakananga kushambadzira chete mupepanhau. Yakanga chete muna 1891 yokutanga nokushambadzira sangano nebasa zvizere rakaumbwa muNew York. Dzhordzh Batten, mutungamiriri sangano, akaripira uye Editor, uye vakadzidziswa mifananidzo. Somugumisiro, sangano iri inopa basa iri drafting, magadzirirwo, kugadzirira rakadhindwa okushambadza uye kuisa kwavo mumapepanhau kana magazini. Firm Batten kwakabudirira zvikuru. sangano iri wava chakakodzera rimwe inobudirira zvikuru kushambadza masangano ari XX remakore.

Wokutanga kushambadza sangano muRussia


Advertising bhizimisi Russia akatanga kukura kwayo chete pashure pacho yakaguma serfdom. Tisati kuti okushambadzira inobudiswa ehurumende mapepanhau, zvino rava nyaya chaiyo iri pepanhau tichiregeredza vanoshambadzira.

Mumwe pashure mumwe akatanga kuvhura nemamwe mabhuku, uye muna 1878 akasika wokutanga nokushambadzira sangano mu Russia - ". Central Bureau of ma ads" Its muvambi aiva Ludwig Mettsl (aiva Czech nokuda mavambo). Mashandiro wokutanga okushambadza masangano vakanga kugamuchira shambadzo dzakasiyana hunhu uye akaisa navo mumapepanhau. Pakutanga Mettsl aishanda amachinda Shanduro, asi pamwe kukura kumusika, uye iye yakabata mapepanhau guru racho. By pakutanga XX remakore pabazi okushambadza sangano kwatova munyika Warsaw, uye muNew York, uye Berlin, uye Paris.

Raiva sangano rokutanga umo AD chinyorwa zvakasikwa nenyanzvi. Before Mettslya Russian wokudhinda haana kugamuchira mari yakadaro, uye pakanga mari kubva subscribers. Activities Mettslya nokukurumidza mutsai basa rounyanzvi kure makona nyika, izvi ndizvo zvakanaka nezvainoita Russian upfumi hwose.

Agency Mettslya akasimudzira kwete chete nevamwe mabhizimisi vanhu, asi akasimudzira bhizimisi rayo kupfurikidza kukwezva vatengi mutsva zvokushambadzira nzvimbo. Sezvo kuzivisa hofisi yakashandurwa kuva "Russian Joint-Stock Company zviziviso" uye nokudaro kuwedzera ayo aiita mabasa. Zvino sangano mudonzvo vakanga okushambadza magwaro, masirogani vave kutanga kushandurira mimwe mitauro, uyewo kushongedzwa pepanhau ma ads. A dhipatimendi chinokosha kwakasimbiswa wenguva dzinotambudza kushambadza danidziro uye kukwidziridzwa matungamirire. Mose anofanira kunge aiziva mashoko okuti "kushambadzira - injini kutengeserana" - ndiyewo nokugadzirwa rokutanga okushambadza sangano Mettslya. Mutsara uyu akati kuumba varikutonga mukuru wekambani V. A. Polyakov.