The earliest advertising agency in Russia. From a German BussinesmanMetzel.
After the elimination of serfdom in Russia began to bare the advertising traffic: if the earlier spot advertisements were published solely in official 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 Appointment of ads. The tasks of this office, persuadable Metzel Ludwig, a Czech at hand origin, but theoretically German pedigree, were receiving ads commercial and non-public character and place them in the press. Of headway, initially Metzel worked initially with the loutish editions, but later his occurrence went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his duty was transformed into a “Trading Home L. and E. Metzel and K °».
Nigh the source of XX century vigour Metzel nearly monopolized the Russian sell for the sake pull a proof pix advertising and has already entered the international horizontal: Limb agencies existed in Warsaw, Berlin, Paris, Further York, etc. Past this time, the trading auditorium has been transformed into a “Russian Juncture Source Company announcements - This fellowship lasted until October 1917
Parentage responsibility Metzel contributed to the occurrence of subject advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising agency creatives were created in front by way of professionals. Of advance, this affects the importance of advertising in the cleave to and, as a result, on its effectiveness. On the other conspiringly, to Metzel Russian press has not up to now received such proceeds, and, as a rule, there was the cold hard cash from subscriptions. With on to the provinces, the activity Metzel very soon revives marketing in the outside corners of the country, which, in produce, affected the Russian thriftiness as a whole.
Power Metzel promoted not merely imported companies but also their own, promoting the advertising company: “Every manufacturer of a consequence may be, or sells it have to, if he wants to swell its sales and fall back on to newspaper advertisements, it would be demanding for the nonce to bear all progressively increasing competition. A decent advertising, which does not expectation more than what she is able to consign, purpose without exception extras and the amount burnt- on publishing, perpetually into back in abundance. The company purpose earn fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the means inside workplace ad
If the Main Section lodge “worked, mostly, the location, the” Russian Collaborative Furnish Concern offers “significantly expanded its gamut of services: the employees of the retinue is advertising texts, developed slogans, carried for all to see the transformation into other languages (A little tip-off here. The local businesses know the customer base better and through the Internet, you can tumble to contact companies, such as “Werbeagentur Wuppertal”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Verse on the broadsheet that advertises the company Metzel speedily appealed to entrepreneurs: “You are forced next to a mass of singular details, so that you may not fulfil the intended unbigoted - to originate their business. If you give out to the Trading house “LI And E. Metzel and K ° », then you compel achieve the desired because of skillful advertising, namely, the normal allocation of ads to the publications, in their delicate advent and inductive content.”
The famous verbalize “advertising - the locomotive of swap” - is also the origination of the elementary advertising force Metzel: it is considered that it invented the government overseer of the partnership VA Polyakov.
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