The opening advertising agency from Russia. From a German Bussinesman Ludwig Metzel.
After the destruction of serfdom in Russia began to expatiate on the advertising responsibility: if the earlier bulletin advertisements were published only in licensed newspapers, then from that twinkling of an eye it became reasonable to spread about newspapers on the rolling in it advertisers. Private publications were opened anybody after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Central Appointment of ads. The tasks of this section, extensive Metzel Ludwig, a Czech alongside origin, but rumour has it German pedigree, were receiving ads commercial and private personality and place them in the press. Of routine, initially Metzel worked primarily with the loutish editions, but later his happening went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his section was transformed into a “Trading House L. and E. Metzel and K °».
By the beginning of XX century vigour Metzel substantially monopolized the Russian trade in for copy advertising and has already entered the intercontinental be open: Section agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. During this ever, the trading legislative body has been transformed into a “Russian Cooperative Source Company announcements - This fellowship lasted until October 1917
Forebears responsibility Metzel contributed to the development of civil advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intermediation creatives were created elementary by way of professionals. Of advance, 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 income, and, as a rule, there was the money from subscriptions. With regard to the provinces, the venture Metzel very soon revives clientele in the unusual corners of the wilderness, which, in turn, affected the Russian thriftiness as a whole.
Intercession Metzel promoted not merely imported companies but also their own, promoting the advertising company: “Every fabricator of a product may be, or sells it requirement, if he wants to increase its sales and remedy have recourse to to newspaper advertisements, it would be demanding instantly to suffer all progressively increasing competition. A nice advertising, which does not promise more than what she is masterful to sacrifice, desire in perpetuity allowances and the amount spent on publishing, forever break apart bankroll b reverse in abundance. The group will acquire superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the mechanism inside workplace ad
If the Main Service advisers aboard “worked, mostly, the placement, the” Russian Joint Stock Retinue offers “significantly expanded its assortment of services: the employees of the body is advertising texts, developed slogans, carried out the transformation into other languages (A lilliputian forecast here. The local businesses differentiate the shop healthier and through the Internet, you can ascertain contact companies, such as “Werbeagentur Hilden”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Paragraph on the broadsheet that advertises the band Metzel promptly appealed to entrepreneurs: “You are secured via a swarms of out of the ordinary details, so that you may not fulfil the intended even-handed - to originate their business. If you give out to the Trading house “LI And E. Metzel and K ° », then you order fulfil the desired through skillful advertising, namely, the right allocation of ads to the publications, in their elegant demeanour and rational content.”
The well-known adjectival phrase “advertising - the machine of swap” - is also the conception of the first advertising agency Metzel: it is considered that it invented the executive top banana of the group VA Polyakov.
Tags: Advertising, advertising agency, agency, announcement, Business, Marketing, russian