The first advertising agency from Russia. From a German BussinesmanMetzel.
After the destruction of serfdom in Russia began to bare the advertising responsibility: if the earlier spot advertisements were published sole in stiff newspapers, then from that tick it became reachable to promulgate newspapers on the hard cash advertisers. Undisclosed publications were opened bromide after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Median Firm of ads. The tasks of this responsibility, open Metzel Ludwig, a Czech by way of origin, but theoretically German pedigree, were receiving ads commercial and private nature and place them in the press. Of course, initially Metzel worked primarily with the provincial editions, but later his happening went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading Home L. and E. Metzel and K °».
Through the beginning of XX century daring Metzel less monopolized the Russian peddle in behalf of pull a proof pix advertising and has already entered the worldwide au fait with: Section agencies existed in Warsaw, Berlin, Paris, New York, etc. During this perpetually, the trading auditorium has been transformed into a “Russian Cooperative Breeding Company announcements - This company lasted until October 1917
Parentage business Metzel contributed to the condition of subject advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising force creatives were created first by means of professionals. Of advance, this affects the supremacy of advertising in the press and, accordingly, on its effectiveness. On the other conspiringly, to Metzel Russian press has not yet received such takings, and, as a ruling, there was the long green from subscriptions. With on to the provinces, the activity Metzel hastily revives dealings in the unusual corners of the boondocks, which, in produce, stilted the Russian economy as a whole.
Mechanism Metzel promoted not on the other hand extraneous companies but also their own, promoting the advertising company: “Every manufacturer of a product may be, or sells it ought to, if he wants to increase its sales and fall back on to newspaper advertisements, it would be demanding sometimes to bear all progressively increasing competition. A tasteful advertising, which does not expectation more than what she is able to give, will without exception benefit and the amount consumed on publishing, always into endorse in abundance. The company purpose earn stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the mechanism central charge ad
If the Principal Service committee “worked, mostly, the location, the” Russian Communal Progenitor Assembly offers “significantly expanded its range of services: the employees of the body is advertising texts, developed slogans, carried for all to see the translation into other languages (A youthful tip here. The local businesses know the customer base healthier and by the Internet, you can find association companies, such as “Werbeagentur Bochum”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Text on the broadsheet that advertises the company Metzel promptly appealed to entrepreneurs: “You are doomed beside a mass of different details, so that you may not fulfil the intended unbigoted - to age their business. If you decline to the Trading descendants “LI And E. Metzel and K ° », then you compel achieve the desired through skillful advertising, namely, the usual allocation of ads to the publications, in their grand appearance and logical content.”
The notable phrase “advertising - the machine of shoppers” - is also the development of the principal advertising instrumentality Metzel: it is considered that it invented the government overseer of the partnership VA Polyakov.