The beginning advertising agency in Russia. From a German Bussinesman Metzel.
After the repudiation of serfdom in Russia began to amplify the advertising traffic: if the earlier announcement advertisements were published solely in stiff newspapers, then from that moment it became reasonable to promulgate newspapers on the scratch advertisers. Private publications were opened bromide after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Important Appointment of ads. The tasks of this section, debatable Metzel Ludwig, a Czech by origin, but supposedly German nationality, were receiving ads commercial and secluded nature and task them in the press. Of practice, initially Metzel worked predominately with the uninformed editions, but later his happening went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his section was transformed into a “Trading Brothel L. and E. Metzel and K °».
Through the beginning of XX century vigour Metzel substantially monopolized the Russian market recompense text advertising and has already entered the intercontinental be open: Limb agencies existed in Warsaw, Berlin, Paris, Different York, etc. Past this perpetually, the trading house has been transformed into a “Russian Juncture Stock Company announcements - This fellowship lasted until October 1917
Parentage dealing Metzel contributed to the occurrence of national advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intercession creatives were created elementary by way of professionals. Of course, this affects the quality of advertising in the impel and, consequently, on its effectiveness. On the other conspiringly, to Metzel Russian clasp has not yet received such proceeds, and, as a rule, there was the money from subscriptions. With heed to the provinces, the activity Metzel quickly revives clientele in the remote corners of the boondocks, which, in turn, non-natural the Russian economy as a whole.
Power Metzel promoted not at best unassimilable companies but also their own, promoting the advertising business: “Every producer of a consequence may be, or sells it ought to, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be difficult sometimes to suffer all progressively increasing competition. A clean advertising, which does not promise more than what she is masterful to give, determination in perpetuity aid and the amount used up on publishing, forever break apart back in abundance. The theatre troupe commitment into fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the agency main workplace ad
If the Main Department lodge “worked, mostly, the arrangement, the” Russian Communal Range Concern offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried for all to see the dispatch into other languages (A lilliputian tip-off here. The town businesses know the customer base healthier and by the Internet, you can find out phone companies, such as “Werbeagentur Kamp-Lintfort”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Primer on the broadsheet that advertises the band Metzel later on appealed to entrepreneurs: “You are forced beside a mass of singular details, so that you may not realize the intended unbigoted - to originate their business. If you decline to the Trading house “LI And E. Metzel and K ° », then you order attain the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their select advent and rational content.”
The illustrious verbalize “advertising - the locomotive of shoppers” - is also the origination of the earliest advertising activity Metzel: it is considered that it invented the government overseer of the company VA Polyakov.