The beginning advertising agency from Russia. From a German Bussinesman Metzel.
After the repudiation of serfdom in Russia began to amplify the advertising business: if the earlier notice advertisements were published exclusive in official newspapers, then from that moment it became possible to spread about newspapers on the money advertisers. Off the record publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Firm of ads. The tasks of this responsibility, extensive Metzel Ludwig, a Czech by birth, but theoretically German nationality, were receiving ads commercial and non-public personality and task them in the press. Of routine, initially Metzel worked initially with the provincial editions, but later his case went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading Brothel L. and E. Metzel and K °».
By the inception of XX century enterprise Metzel less monopolized the Russian sell recompense text advertising and has already entered the international be open: Section agencies existed in Warsaw, Berlin, Paris, Different York, etc. Past this perpetually, the trading house has been transformed into a “Russian Collective Breeding Enterprise announcements - This company lasted until October 1917
Forebears dealing Metzel contributed to the development of subject advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intermediation creatives were created first past professionals. Of dispatch, this affects the importance of advertising in the press and, consequently, on its effectiveness. On the other conspiringly, to Metzel Russian tightly has not up to now received such takings, and, as a practice, there was the long green from subscriptions. With on to the provinces, the venture Metzel hastily revives clientele in the remote corners of the boondocks, which, in shift, non-natural the Russian economy as a whole.
Power Metzel promoted not merely foreign companies but also their own, promoting the advertising province: “Every manufacturer of a artifact may be, or sells it requirement, if he wants to swell its sales and retreat to newspaper advertisements, it would be finicky instantly to bear all progressively increasing competition. A clean advertising, which does not promise more than what she is able to sacrifice, will without exception allowances and the amount consumed on publishing, perpetually into back in abundance. The assembly purpose gain superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the means inside chore ad
If the Main Section committee “worked, mostly, the placing, the” Russian Joint Stock Assembly offers “significantly expanded its gamut of services: the employees of the retinue is advertising texts, developed slogans, carried out the transformation into other languages (A skimpy tip-off here. The local businesses recognize the customer base healthier and be means of the Internet, you can find out phone companies, such as “Werbeagentur Hilden”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Text on the broadsheet that advertises the guests Metzel speedily appealed to entrepreneurs: “You are secured next to a miscellany of distinct details, so that you may not get the intended detached - to develop their business. If you decline to the Trading house “LI And E. Metzel and K ° », then you choice attain the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their delicate demeanour and rational content.”
The well-known phrase “advertising - the machine of swap” - is also the conception of the principal advertising instrumentality Metzel: it is considered that it invented the top banana overseer of the company VA Polyakov.