Umlando Ukukhangisa Agencies

Eyokuqala indlulamithi emhlabeni

Kwaphela isikhathi eside wonke ukukhangisa kwenziwa kuphela yetemlomo. Abantu baqamba nezinye izindaba ngamunye zakamuva, sakhuluma ngokuthi imikhiqizo emisha kanye ezisunguliwe, futhi ngaleyo ndlela touting umkhiqizo othize noma isevisi. Izinguquko okulandelwa ngemva kokudalwa kuka abezindaba (abezindaba). Lokhu kwakuwumnikelo ka-medium kubalulekile ngawo ubuthishela ezifana wazalwa umkhangisi, bese zadalwa kanye nokukhangisa ejensi lokuqala. Lolu shintsho lwaqala ngesikhathi iphepha namaphephandaba kwaze kwaba sekuqaleni kwekhulu lama-20 aphela. Futhi ngenkathi kwakungekhona izithombe ihehe egqamile futhi esiyinkimbinkimbi umbhalo omnyama nomhlophe kanye imifanekiso embalwa.

Ngesikhathi umthombo ebhizinisini lamaphephandaba kwaba uBenjamin Franklin. Udume hhayi kuphela emkhakheni wezombusazwe kanye yesayensi, kodwa futhi ukushicilela. Ngo-1784 e-Philadelphia baqala ukunyathelisa iphephandaba lansuku zonke, ogama lakhe ibonisa ukukhangisa yayo ingxenye, - I Pennsylvania Iphakethe futhi Jikelele Umkhangisi. "I Umkhangisi" esihlokweni talomculu angahunyushwa ngokuthi "umuntu obeka isikhangiso," nangokuthi "isikhangiso iphephandaba." Ngakho, kusobala ukuthi injongo yokuqala yesimanje elithi "ukukhangisa" kwaba 'oluthathwa "noma ngenye - Ulwazi. Nge Kunyatheliswa okwandisa amaphephandaba anda nenzuzo kanye nezikhangiso, kokubili kubashicileli nabakhangisi.

Ngakho owadala indlulamithi kwezwe yokuqala? Kuleli isikolo namanje Ziphikisana. Umbuzo oyinhloko uhlala, ethathwa kanjalo - kungakhathaliseki cindezela ejensi ukukhangisa isikhala esanele sokucabanga ejensi ezokukhangisa?

Le nhlangano cindezela yadalwa ngo-1842, Volney Palmer, ongowokuzalwa e Pennsylvania. Waqala inkambo yakhe ephephandabeni, bese wasungula "American cindezela ejensi." Kuthathwa ngowokuqala e-United States (ngisho izwe) indlulamithi. Palmer, yebo, benza umnikelo omkhulu ekuthuthukiseni lebhizinisi ukukhangisa. Wakhuthaza emaphephandabeni imikhiqizo yokukhangisa bese udala umnyango emphakathini ku wabezindaba ngisho ke, hhayi nje ukuthengisa iphephandaba isikhala kunoma ngubani ofuna ukuthenga ke.

Kodwa inguqulo evamile ngaphezulu namanje kubhekwa ukuthi indlulamithi kuqala kwakungumprofethi NW Ayer & Son. It yasungulwa ngo-Philadelphia, futhi (uvaliwe 2002) eyathatha iminyaka engaphezu kuka-100.

Ngaphambi ukudalwa ezikhethekile ukukhangisa ejensi kanye indima amanxusa nemisebenzi eyenziwa isikhala wabathengi -. «Wabathengi ngubani ukudayisa ukushicilela izindawo" Agents wathenga ukukhangisa ibhizinisi bese wabathengisa amaphephandaba, bese izinkinga ezinkulu ne ukufinyelela izikhangiso ezivela kwamanye amadolobha noma ezindaweni zasemakhaya.

Ngemva kweminyaka emine, intandokazi entsha abasha ukukhangisa ibhizinisi - Dzheyms Tompson. Wathenga agency umqashi wakhe, owayengumgcini wamabhuku ezimali ngaphambili. Le nhlangano ibuye ozibiza ngomuntu wokuqala. It yadalwa 1864 eNew York, iminyaka emihlanu ngaphambi kwe-ejensi NW Ayer & Son. Dzheyms Tompson wathenga ebhizinisini $ 1,300. Wawubiza ngaye lo J. Walter Thompson baletha eziningi abaholi ukukhangisa ibhizinisi. Le nhlangano ekuqaleni ezikhethekile umagazini ukukhangisa. Okungukuthi, kwaba ngaphambi ezintsha eziningi zanamuhla: babengamaqhawe ingxenye yokuqala uhlelo lwezimali, ngosuku lomkhankaso, waqala ukuba benze umsebenzi wabo ngoba nabesifazane zaveza ithelevishini yokuqala. Le nhlangano okwamanje Thompson iyona enkulu kunazo zonke US advertising ejensi omunye ejensi ezine ngobukhulu ukukhangisa emhlabeni.

Le nhlangano wokuqala walolu hlobo yayiba kucocisana imisebenzi. abasebenzi Agency, njengoba umthetho, lalilincane kakhulu, ngakho-ke akwakhi izikhangiso uqobo. umenzeli babenza ukukhangisa ngqo kuphela iphephandaba. Kwakungenxa nje ngo-1891 indlulamithi kuqala nge inkonzo yesikhathi yasungulwa ngo-New York. Dzhordzh Batten, umqondisi we-ejensi, aqashiwe Umhleli, futhi aqeqeshiwe illustrators. Ngenxa yalokho, le nhlangano inikeza ngamasevisi benta luhlaka lwembhalo, design, ukulungiselela sokuphrinta etikhangisi kanye okuwenza aqondane emaphephandabeni noma omagazini. Okuqinile Batten kwaba yimpumelelo enkulu. Le nhlangano isibe kufanele omunye yimpumelelo kakhulu zokukhangisa ejensi kwekhulu XX.

Eyokuqala indlulamithi eRussia


Ukukhangisa ibhizinisi laseRussia laqala ukukhula kwawo kuphela ngemva uyekwa serfdom. Ngaphambi ukuthi izikhangiso emaphephandabeni isimo, manje sekuyinkinga real kakhulu iphephandaba ngezithukuthuku abakhangisi.

Salandelana ngaqala ukuvula nezincwadi, futhi ngo-1878 wadala indlulamithi lokuqala eRussia - ". Central Bureau of izikhangiso" Umsunguli wawo kwaba Ludwig Mettsl (wayengumuntu Czech nge imvelaphi). Imisebenzi yokukhangisa ejensi lokuqala bathola izikhangiso uhlamvu ezahlukene futhi okuwenza aqondane nasemaphephandabeni. Mettsl ekuqaleni wasebenza izinhlelo yesifundazwe, kodwa ukuthuthukiswa emakethe, futhi babanjwe amaphephandaba inhlokodolobha sika. Ngu ekuqaleni XX leminyaka legatsha ejensi yokukhangisa esase sikhona kakade Warsaw, futhi eNew York, nase-Berlin, futhi Paris.

Kwakuwusuku ejensi lokuqala lapho umbhalo wesikhangiso zadalwa ochwepheshe. Ngaphambi Mettslya cindezela Russian ayitholanga imali enjalo, futhi kwakungekho imali ababhalisile. Imisebenzi Mettslya ngokushesha avuselele yohwebo emakhoneni eziqhelile, lokhu kube nomthelela omuhle kakhulu emnothweni Russian iyonke.

Agency Mettslya awuzange nje kuphela uthuthukise namanye amabhizinisi abantu, kodwa futhi ibhizinisi layo ngu edonsa amakhasimende amasha esikhaleni ukukhangisa. Njengoba ukumenyezelwa ehhovisi yaguqulwa "izimemezelo Russian Joint-Stock Inkampani" futhi ngaleyo ndlela enwetshiwe uhla yayo amasevisi. Manje abasebenzi ejensi abangu ukukhangisa imibhalo, iziqubulo ziye ekuthuthukiseni ukuhumusha kwezinye izilimi, kanye umhlobiso izikhangiso zamaphephandaba. Komunye nje uMnyango ekhethekile uye wazakhela full-scale ukukhangisa imikhankaso futhi amasu ukukhuthazwa. Konke kufanele wazile ibinzana "ukukhangisa - ukuhweba motor" - futhi kokusungulwa indlulamithi lokuqala Mettslya. Lokhu ibinzana kuthiwa baye baklama uhlelo ongumqondisi wenkampani V A. Polyakov.