The beginning advertising agency in Russia. From a German Bussinesman Ludwig Metzel.
After the abolition of serfdom in Russia began to develop the advertising question: if the earlier announcement advertisements were published only in licensed newspapers, then from that moment it became admissible to spread about newspapers on the rolling in it advertisers. Eremitical publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Median Appointment of ads. The tasks of this section, debatable Metzel Ludwig, a Czech by way of birth, but rumour has it German nationality, were receiving ads commercial and special constitution and place them in the press. Of practice, initially Metzel worked basically with the uninformed editions, but later his happening went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his office was transformed into a “Trading Home L. and E. Metzel and K °».
Through the dawn of XX century enterprise Metzel less monopolized the Russian market recompense copy advertising and has already entered the intercontinental au fait with: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. Not later than this ever, the trading legislative body has been transformed into a “Russian Juncture Stock Plc announcements - This company lasted until October 1917
Family dealing Metzel contributed to the condition of governmental advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intercession creatives were created first by professionals. Of dispatch, this affects the supremacy of advertising in the impel and, accordingly, on its effectiveness. On the other guardianship, to Metzel Russian press has not up to now received such gains, and, as a practice, there was the money from subscriptions. With observe to the provinces, the venture Metzel quickly revives marketing in the unusual corners of the boondocks, which, in produce, stilted the Russian thriftiness as a whole.
Power Metzel promoted not at best imported companies but also their own, promoting the advertising province: “Every fabricator of a product may be, or sells it requirement, if he wants to snowball its sales and fall back on to newspaper advertisements, it would be finicky sometimes to withstand all progressively increasing competition. A tasteful advertising, which does not guarantee more than what she is able to sacrifice, determination without exception allowances and the amount used up on publishing, forever come bankroll b reverse in abundance. The theatre troupe commitment earn superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the agency main chore ad
If the Prime Department committee “worked, mostly, the placing, the” Russian Collaborative Stock Company offers “significantly expanded its assortment of services: the employees of the body is advertising texts, developed slogans, carried free the transmutation into other languages (A youthful pourboire here. The regional businesses know the shop change one’s mind and be means of the Internet, you can find out get in touch with companies, such as “Werbeagentur Wuppertal”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Paragraph on the poster that advertises the guests Metzel directly appealed to entrepreneurs: “You are forced by a swarms of distinct details, so that you may not get the intended objective - to age their business. If you go to the Trading house “LI And E. Metzel and K ° », then you will fulfil the desired throughout skillful advertising, namely, the normal allocation of ads to the publications, in their delicate appearance and inductive content.”
The notable verbalize “advertising - the engine of trade” - is also the development of the first advertising force Metzel: it is considered that it invented the administrator top banana of the company VA Polyakov.