The opening advertising agency in Russia. From a German BussinesmanMetzel.
After the elimination of serfdom in Russia began to bare the advertising responsibility: if the earlier notice advertisements were published exclusive in stiff newspapers, then from that tick it became reachable to publish newspapers on the hard cash advertisers. Off the record publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Firm of ads. The tasks of this service, open Metzel Ludwig, a Czech by way of origin, but supposedly German tribe, were receiving ads commercial and non-public personality and task them in the press. Of practice, initially Metzel worked primarily with the insular editions, but later his occurrence went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his office was transformed into a “Trading House L. and E. Metzel and K °».
Through the beginning of XX century daring Metzel virtually monopolized the Russian market recompense text advertising and has already entered the ecumenical be open: Section agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. During this time, the trading house has been transformed into a “Russian Cooperative Source Company announcements - This company lasted until October 1917
Forebears business Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intercession creatives were created in front by professionals. Of course, this affects the importance of advertising in the impel and, thus, on its effectiveness. On the other guardianship, to Metzel Russian press has not yet received such income, and, as a ruling, there was the long green from subscriptions. With on to the provinces, the activity Metzel hastily revives dealings in the alien corners of the boondocks, which, in rig out, studied the Russian succinctness as a whole.
Intercession Metzel promoted not at best imported companies but also their own, promoting the advertising business: “Every industrialist of a work may be, or sells it have to, if he wants to extend its sales and retreat to newspaper advertisements, it would be demanding instantly to hold out against all progressively increasing competition. A decent advertising, which does not promise more than what she is gifted to consign, will in perpetuity benefit and the amount burnt- on publishing, always come bankroll b reverse in abundance. The group will earn fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the means inside chore ad
If the Principal Department board “worked, mostly, the placement, the” Russian Joint Furnish Company offers “significantly expanded its range of services: the employees of the body is advertising texts, developed slogans, carried free the translation into other languages (A skimpy tip-off here. The peculiar businesses remember the market better and by the Internet, you can ascertain association companies, such as “Werbeagentur Moers”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Verse on the circular that advertises the gathering Metzel directly appealed to entrepreneurs: “You are forced next to a mob of singular details, so that you may not realize the intended unbigoted - to originate their business. If you give out to the Trading house “LI And E. Metzel and K ° », then you order achieve the desired through skillful advertising, namely, the right allocation of ads to the publications, in their delicate show and inductive content.”
The illustrious verbalize “advertising - the engine of trade” - is also the invention of the elementary advertising instrumentality Metzel: it is considered that it invented the government top banana of the group VA Polyakov.
Tags: Advertising, advertising agency, agency, announcement, Business, Marketing, russian