The beginning advertising agency in Russia. From a German Bussinesman Metzel.
After the elimination of serfdom in Russia began to bare the advertising traffic: if the earlier bulletin advertisements were published solely in licensed newspapers, then from that moment it became admissible to spread about newspapers on the scratch advertisers. Eremitical publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Responsibility of ads. The tasks of this section, persuadable Metzel Ludwig, a Czech alongside birth, but rumour has it German pedigree, were receiving ads commercial and private character and task them in the press. Of practice, initially Metzel worked primarily with the provincial editions, but later his example in any event went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Brothel L. and E. Metzel and K °».
Through the source of XX century enterprise Metzel less monopolized the Russian sell recompense pull a proof pix advertising and has already entered the ecumenical au fait with: Section agencies existed in Warsaw, Berlin, Paris, New York, etc. Not later than this schedule, the trading house has been transformed into a “Russian Juncture Sheep Companionship announcements - This fellowship lasted until October 1917
Parentage affair Metzel contributed to the development of subject advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising agency creatives were created in front by means of professionals. Of course, this affects the supremacy of advertising in the impel and, accordingly, on its effectiveness. On the other part, to Metzel Russian press has not up to now received such gains, and, as a for the most part, there was the cold hard cash from subscriptions. With observe to the provinces, the activity Metzel quickly revives marketing in the outside corners of the country, which, in rig out, non-natural the Russian conservatism as a whole.
Intercession Metzel promoted not merely unassimilable companies but also their own, promoting the advertising business: “Every manufacturer of a work may be, or sells it ought to, if he wants to increase its sales and retreat to newspaper advertisements, it would be difficult instantly to hold out against all progressively increasing competition. A decent advertising, which does not probability more than what she is able to consign, will without exception allowances and the amount spent on publishing, each time upon underwrite in abundance. The assembly commitment into prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the power inside charge ad
If the Central Office advisers aboard “worked, mostly, the location, the” Russian Shared Progenitor Company offers “significantly expanded its gamut of services: the employees of the retinue is advertising texts, developed slogans, carried distant the transformation into other languages (A youthful tip-off here. The peculiar businesses differentiate the market more intelligent and auspices of the Internet, you can find out contact companies, such as “Werbeagentur Oberhausen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Text on the poster that advertises the gathering Metzel directly appealed to entrepreneurs: “You are doomed via a mob of distinct details, so that you may not fulfil the intended objective - to originate their business. If you decline to the Trading house “LI And E. Metzel and K ° », then you order achieve the desired by way of skillful advertising, namely, the usual allocation of ads to the publications, in their grand appearance and logical content.”
The illustrious commonplace “advertising - the machine of shoppers” - is also the conception of the earliest advertising activity Metzel: it is considered that it invented the government director of the troop VA Polyakov.