The beginning advertising agency in Russia. From a German Bussinesman Metzel.
After the elimination of serfdom in Russia began to develop the advertising traffic: if the earlier spot advertisements were published exclusive in official newspapers, then from that moment it became admissible to promulgate newspapers on the rolling in it advertisers. Undisclosed publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Median Responsibility of ads. The tasks of this office, open Metzel Ludwig, a Czech alongside confinement, but supposedly German clan, were receiving ads commercial and special nature and standing them in the press. Of headway, initially Metzel worked primarily with the provincial editions, but later his occurrence went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Home L. and E. Metzel and K °».
Nigh the source of XX century vigour Metzel substantially monopolized the Russian market for the sake text advertising and has already entered the intercontinental level: Limb agencies existed in Warsaw, Berlin, Paris, Further York, etc. By this schedule, the trading prostitution has been transformed into a “Russian Collective Stock Companionship announcements - This fellowship lasted until October 1917
M‚nage responsibility Metzel contributed to the occurrence of national advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising force creatives were created first past professionals. Of movement, this affects the je sais quoi of advertising in the cleave to and, consequently, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not furthermore received such income, and, as a for the most part, there was the cold hard cash from subscriptions. With heed to the provinces, the activity Metzel hastily revives marketing in the remote corners of the boondocks, which, in turn, studied the Russian economy as a whole.
Intercession Metzel promoted not merely unassimilable companies but also their own, promoting the advertising company: “Every industrialist of a artifact may be, or sells it have to, if he wants to extend its sales and retreat to newspaper advertisements, it would be demanding instantly to withstand all progressively increasing competition. A nice advertising, which does not promise more than what she is gifted to consign, desire in perpetuity allowances and the amount used up on publishing, always break apart endorse in abundance. The company liking earn stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the power inside workplace ad
If the Principal Department committee “worked, mostly, the location, the” Russian Collaborative Range Assembly offers “significantly expanded its assortment of services: the employees of the retinue is advertising texts, developed slogans, carried out the translation into other languages (A lilliputian pourboire here. The regional businesses know the customer base better and through the Internet, you can ascertain contact companies, such as “Werbeagentur Voerde”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Verse on the circular that advertises the gathering Metzel directly appealed to entrepreneurs: “You are bound next to a swarms of different details, so that you may not realize the intended objective - to develop their business. If you set out to the Trading dynasty “LI And E. Metzel and K ° », then you choice achieve the desired through skillful advertising, namely, the proper allocation of ads to the publications, in their grand advent and sound content.”
The notable commonplace “advertising - the engine of shoppers” - is also the conception of the principal advertising agency Metzel: it is considered that it invented the government the man of the troop VA Polyakov.