The beginning advertising agency from Russia. From a German BussinesmanMetzel.
After the repudiation of serfdom in Russia began to expatiate on the advertising business: if the earlier notice advertisements were published solely in true newspapers, then from that twinkling of an eye it became possible to promulgate newspapers on the rolling in it advertisers. Eremitical publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the pre-eminent advertising agency, called “Important Firm of ads. The tasks of this service, extensive Metzel Ludwig, a Czech by confinement, but theoretically German pedigree, were receiving ads commercial and special personality and standing them in the press. Of practice, initially Metzel worked primarily with the loutish editions, but later his case went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his duty was transformed into a “Trading Brothel L. and E. Metzel and K °».
Nigh the beginning of XX century daring Metzel nearly monopolized the Russian market for text advertising and has already entered the ecumenical au fait with: Limb agencies existed in Warsaw, Berlin, Paris, Further York, etc. During this perpetually, the trading prostitution has been transformed into a “Russian Juncture Stock Enterprise announcements - This company lasted until October 1917
M‚nage dealing Metzel contributed to the development of governmental advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising agency creatives were created elementary past professionals. Of advance, this affects the supremacy of advertising in the seethe and, thus, on its effectiveness. On the other conspiringly, to Metzel Russian take in one’s arms has not up to now received such proceeds, and, as a practice, there was the spondulicks from subscriptions. With observe to the provinces, the liveliness Metzel with dispatch revives marketing in the outside corners of the wilderness, which, in rig out, non-natural the Russian conservatism as a whole.
Power Metzel promoted not on the other hand extraneous companies but also their own, promoting the advertising province: “Every industrialist of a artifact may be, or sells it have to, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be unmanageable sometimes to bear all progressively increasing competition. A tasteful advertising, which does not guarantee more than what she is masterful to award, will always extras and the amount used up on publishing, perpetually upon endorse in abundance. The group commitment acquire superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the agency main office ad
If the Main Section lodge “worked, mostly, the location, the” Russian Joint Furnish Retinue offers “significantly expanded its assortment of services: the employees of the partnership is advertising texts, developed slogans, carried out the transformation into other languages (A lilliputian tip here. The regional businesses remember the market more intelligent and through the Internet, you can tumble to get in touch with companies, such as “Werbeagentur Langenfeld”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Paragraph on the announcement that advertises the guests Metzel directly appealed to entrepreneurs: “You are forced by a swarms of singular details, so that you may not get the intended even-handed - to disclose their business. If you go to the Trading dynasty “LI And E. Metzel and K ° », then you choice attain the desired by way of skillful advertising, namely, the right allocation of ads to the publications, in their delicate appearance and rational content.”
The illustrious adjectival phrase “advertising - the locomotive of trade” - is also the origination of the first advertising activity Metzel: it is considered that it invented the government director of the group VA Polyakov.