The beginning advertising agency in Russia. From a German Bussinesman Ludwig Metzel.
After the elimination of serfdom in Russia began to amplify the advertising responsibility: if the earlier notice advertisements were published exclusive in stiff newspapers, then from that moment it became admissible to promulgate newspapers on the rolling in it advertisers. Undisclosed publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Appointment of ads. The tasks of this office, debatable Metzel Ludwig, a Czech by origin, but theoretically German tribe, were receiving ads commercial and special nature and appropriate 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 office was transformed into a “Trading Home L. and E. Metzel and K °».
Through the dawn of XX century enterprise Metzel virtually monopolized the Russian sell for the sake pull a proof pix advertising and has already entered the intercontinental level: Limb agencies existed in Warsaw, Berlin, Paris, Different York, etc. Not later than this time, the trading auditorium has been transformed into a “Russian Cooperative Source Enterprise announcements - This suite lasted until October 1917
Forebears responsibility Metzel contributed to the event of governmental advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising agency creatives were created opening by professionals. Of course, this affects the quality of advertising in the press and, accordingly, on its effectiveness. On the other guardianship, to Metzel Russian take in one’s arms has not so far received such takings, and, as a ruling, there was the money from subscriptions. With on to the provinces, the liveliness Metzel hastily revives dealings in the remote corners of the wilderness, which, in shift, non-natural the Russian succinctness as a whole.
Agency Metzel promoted not on the other hand unassimilable companies but also their own, promoting the advertising vocation: “Every producer of a artifact may be, or sells it must, if he wants to swell its sales and retreat to newspaper advertisements, it would be difficult instantly to bear all progressively increasing competition. A clean advertising, which does not promise more than what she is gifted to award, desire always benefit and the amount used up on publishing, forever break apart bankroll b reverse in abundance. The assembly will gain stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the mechanism important charge ad
If the Central Department committee “worked, mostly, the placement, the” Russian Joint Furnish Concern offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried for all to see the transformation into other languages (A lilliputian pourboire here. The peculiar businesses recognize the market healthier and through the Internet, you can find out get in touch with companies, such as “Werbeagentur Bochum”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Verse on the announcement that advertises the band Metzel promptly appealed to entrepreneurs: “You are forced next to a miscellany of out of the ordinary details, so that you may not realize the intended objective - to disclose their business. If you go to the Trading dynasty “LI And E. Metzel and K ° », then you compel win the desired by way of skillful advertising, namely, the right allocation of ads to the publications, in their select demeanour and rational content.”
The famous phrase “advertising - the machine of trade” - is also the origination of the elementary advertising agency Metzel: it is considered that it invented the administrator the man of the partnership VA Polyakov.
Tags: Advertising, advertising agency, agency, announcement, Business, Marketing, russian