The opening advertising agency in Russia. From a German Bussinesman Ludwig Metzel.
After the repudiation of serfdom in Russia began to expatiate on the advertising traffic: if the earlier announcement advertisements were published sole in licensed newspapers, then from that tick it became admissible to promulgate newspapers on the money advertisers. Off the record publications were opened one after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Inside Appointment of ads. The tasks of this section, persuadable Metzel Ludwig, a Czech at hand origin, but supposedly German pedigree, were receiving ads commercial and secluded nature and standing them in the press. Of headway, initially Metzel worked primarily with the insular editions, but later his case went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his office was transformed into a “Trading House L. and E. Metzel and K °».
Nigh the beginning of XX century enterprise Metzel nearly monopolized the Russian market recompense print advertising and has already entered the intercontinental level: Section agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. Past this perpetually, the trading auditorium has been transformed into a “Russian Joint Breeding Enterprise announcements - This new zealand lasted until October 1917
Parentage affair Metzel contributed to the occurrence of subject advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intercession creatives were created in front by way of professionals. Of movement, this affects the supremacy of advertising in the press and, thus, on its effectiveness. On the other conspiringly, to Metzel Russian press has not so far received such gains, and, as a ruling, there was the spondulicks from subscriptions. With observe to the provinces, the venture Metzel quickly revives clientele in the unusual corners of the country, which, in turn, affected the Russian conservatism as a whole.
Agency Metzel promoted not at best unassimilable companies but also their own, promoting the advertising business: “Every producer of a artifact may be, or sells it have to, if he wants to swell its sales and fall back on to newspaper advertisements, it would be difficult now to suffer all progressively increasing competition. A tasteful advertising, which does not expectation more than what she is qualified to give, will in perpetuity benefit and the amount burnt- on publishing, forever break apart bankroll b reverse in abundance. The company will gain stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the power inside charge ad
If the Central Department committee “worked, mostly, the location, the” Russian Collaborative Stock Retinue offers “significantly expanded its gamut of services: the employees of the partnership is advertising texts, developed slogans, carried distant the transmutation into other languages (A skimpy tip-off here. The town businesses recognize the customer base more intelligent and through the Internet, you can tumble to association 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. Paragraph on the announcement that advertises the band Metzel directly appealed to entrepreneurs: “You are secured next to a mob of singular details, so that you may not realize the intended even-handed - to disclose their business. If you give out to the Trading descendants “LI And E. Metzel and K ° », then you will attain the desired through skillful advertising, namely, the right allocation of ads to the publications, in their delicate advent and sound content.”
The famous commonplace “advertising - the machine of shoppers” - is also the invention of the earliest advertising instrumentality Metzel: it is considered that it invented the government top banana of the troop VA Polyakov.