For a long time all the advertising carried out only in oral form. People tell each other the latest news, talked about new products and inventions, and thus advertise a particular product or service. Changes followed only after the creation of the media (the media). It was the essential medium through which was born as a profession advertising man, and then have been created and the first advertising agency. It all started with printed newspapers to the early 20th century, and they ended. And while it was not bright and intricate visually appealing images, and black-and-white text with a few pictures.
At the root of the newspaper business was Benjamin Franklin. He became famous not only in political and scientific field, but also in publishing. In 1784 in Philadelphia, began a daily newspaper, whose name indicates its advertising component, - The Pennsylvania Packet and General Advertiser. «Advertiser» in the title of this paper can be translated as "the person placing the ad," and as "the advertiser." Thus, it is obvious that the first meaning of the modern word "advertising" was a "declaration" or otherwise - information. As the largest daily newspaper increased profitability and advertisements, both for publishers and advertisers.
So who created the world's first advertising agency? On this account still debate. The main question remains the same - can press agency with advertising space to consider advertising agency?
This press agency was founded in 1842, Volney Palmer, a native of Pennsylvania. He began his career in the newspaper, and then founded the "American press agency." It is the first in the United States (and even worldwide) advertising agency. Palmer, of course, made a great contribution to the advertising business. He promoted in newspapers advertising products and create publicity department in the press already, and not just selling newspaper space to anyone who wants to buy it.
But the more common version is still considered that the first advertising agency was N. W. Ayer & Son. It was founded in Philadelphia, and it lasted more than 100 years (closed in 2002).
Prior to the creation of specialized advertising agencies roles and functions performed by the agents space brokers - «brokers who trade publishing areas." Agents bought advertising in business and then sold it to the newspapers, which then had big problems with getting ads from other cities or rural areas.
Four years later, a new favorite of young advertising business - James Thompson. He bought the agency of his former employer, who has previously worked as an accountant. This agency also claimed to be the first. It was created in 1864 in New York, five years earlier than the agency N. W. Ayer & Son. James Thompson bought the business for $ 1,300. He renamed the J. Walter Thompson and brought the leaders of advertising business. The agency initially specialized in magazine advertising. That is ahead of many of today's innovations: they are the first part of the financial plan of the campaign, have started to take in the work of women and produced the first television program. The agency is currently Thompson is the largest U.S. advertising agency and one of the four largest advertising agencies in the world.
The first agency of this type were limited to only mediator. Staff of the agency, as a rule, was quite small, as it does not itself create advertisements. This agent was engaged in direct advertising in the newspaper. It was only in 1891 in New York City was founded by the first advertising agency with full service. George Batten, director of the agency, and hired a copywriter, and trained illustrators. As a result, this agency offers services on drafting, design, and preparation for print ads and place them in newspapers or magazines. Batten company was a huge success. But the agency has earned one of the most successful advertising agencies XX century.
The first advertising agency in London:
Advertising business in London began its development only after serfdom was abolished. Before that advertisements were published in state newspapers, now has become a very real issue of the newspaper from advertisers.
One by one began to open a variety of publications, and in 1878 created the first advertising agency in London - "Central office of ads." Its founder was Ludwig Mettsl (he was a Czech-born). The functions of the first advertising agencies were receiving ads of different character and place them in the newspapers. Mettsl initially worked with the provincial editions, but as the market and it has involved a metropolitan newspapers. By the beginning of XX century branch of advertising agency already existed in Warsaw, and in New York and Berlin, and Paris.
It was the first agency in which text ads were created by professionals. Until Mettslya London press did not receive such income and there was the money from subscribers. Activity Mettslya quickly revive trade in remote corners of the country, this is a very positive impact on the Londonn economy as a whole.
Mettslya agency to promote not only foreign companies, but also promoted their business by attracting new customers for advertising space. Over time, office ad was transformed into a "London n Joint Stock Company ads" and therefore expanded its range of services. Now the agency's employees were advertising texts, have been developing slogans, translate into other languages, as well as the decoration of newspaper ads. A special department has developed a full-scale advertising campaigns and promotion strategy. You all probably know the phrase "advertising - the motor trade" - is also the invention of the first advertising agency Mettslya.
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