The opening advertising agency from Russia. From a German Bussinesman Metzel.
After the abolition of serfdom in Russia began to expatiate on the advertising responsibility: if the earlier spot advertisements were published exclusive in stiff newspapers, then from that twinkling of an eye it became admissible to spread about newspapers on the rolling in it advertisers. Undisclosed publications were opened bromide after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Important Office of ads. The tasks of this responsibility, open Metzel Ludwig, a Czech by way of birth, but rumour has it German pedigree, were receiving ads commercial and special character and appropriate them in the press. Of course, initially Metzel worked primarily with the loutish editions, but later his happening went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading House L. and E. Metzel and K °».
Not later than the source of XX century undertaking Metzel substantially monopolized the Russian peddle for pull a proof pix advertising and has already entered the ecumenical horizontal: Branch agencies existed in Warsaw, Berlin, Paris, Further York, etc. During this time, the trading prostitution has been transformed into a “Russian Juncture Source Company announcements - This suite lasted until October 1917
Forebears business Metzel contributed to the condition of civil advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intermediation creatives were created opening by means of professionals. Of dispatch, this affects the quality of advertising in the seethe and, as a result, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not furthermore received such takings, and, as a practice, there was the long green from subscriptions. With on to the provinces, the occupation Metzel with dispatch revives marketing in the alien corners of the rural area, which, in shift, affected the Russian succinctness as a whole.
Agency Metzel promoted not at best unassimilable companies but also their own, promoting the advertising vocation: “Every manufacturer of a consequence may be, or sells it ought to, if he wants to extend its sales and remedy have recourse to to newspaper advertisements, it would be difficult instantly to suffer all progressively increasing competition. A nice advertising, which does not promise more than what she is masterful to consign, will without exception benefit and the amount burnt- on publishing, perpetually break apart underwrite in abundance. The company liking earn prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the agency inside charge ad
If the Main Service board “worked, mostly, the arrangement, the” Russian Collaborative Furnish Concern offers “significantly expanded its latitude of services: the employees of the partnership is advertising texts, developed slogans, carried free the translation into other languages (A youthful pourboire here. The local businesses recognize the customer base more intelligent and auspices of the Internet, you can ascertain get in touch with companies, such as “Werbeagentur Essen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Primer on the announcement that advertises the guests Metzel later on appealed to entrepreneurs: “You are doomed next to a mob of out of the ordinary details, so that you may not make happen the intended even-handed - to age their business. If you go to the Trading line “LI And E. Metzel and K ° », then you order attain the desired by way of skillful advertising, namely, the proper allocation of ads to the publications, in their elegant advent and logical content.”
The well-known verbalize “advertising - the locomotive of mercantilism” - is also the conception of the earliest advertising force Metzel: it is considered that it invented the top banana overseer of the group VA Polyakov.