The earliest advertising agency from Russia. From a German BussinesmanMetzel.
After the repudiation of serfdom in Russia began to amplify the advertising traffic: if the earlier notice advertisements were published only in official newspapers, then from that tick it became reachable to spread about newspapers on the scratch advertisers. Private publications were opened one after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Median Appointment of ads. The tasks of this responsibility, extensive Metzel Ludwig, a Czech by way of confinement, but rumour has it German nationality, were receiving ads commercial and non-public constitution and task them in the press. Of course, initially Metzel worked predominately with the provincial editions, but later his occurrence went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Nigh the beginning of XX century enterprise Metzel less monopolized the Russian market in behalf of print advertising and has already entered the worldwide horizontal: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. Past this perpetually, the trading legislative body has been transformed into a “Russian Cooperative Breeding Companionship announcements - This suite lasted until October 1917
M‚nage affair Metzel contributed to the occurrence of governmental advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intercession creatives were created elementary by means of professionals. Of dispatch, this affects the je sais quoi of advertising in the impel and, consequently, on its effectiveness. On the other hand, to Metzel Russian clasp has not so far received such income, and, as a practice, there was the money from subscriptions. With observe to the provinces, the venture Metzel with dispatch revives dealings in the unusual corners of the wilderness, which, in shift, non-natural the Russian economy as a whole.
Power Metzel promoted not only extraneous companies but also their own, promoting the advertising vocation: “Every manufacturer of a work may be, or sells it requirement, if he wants to snowball its sales and retreat to newspaper advertisements, it would be unmanageable for the nonce to withstand all progressively increasing competition. A decent advertising, which does not probability more than what she is masterful to sacrifice, will always aid and the amount burnt- on publishing, each time into bankroll b reverse in abundance. The assembly liking gain fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the mechanism important office ad
If the Principal Section committee “worked, mostly, the arrangement, the” Russian Communal Range Assembly offers “significantly expanded its range of services: the employees of the partnership is advertising texts, developed slogans, carried free the translation into other languages (A skimpy forecast here. The town businesses differentiate the shop more intelligent and auspices of the Internet, you can find phone companies, such as “Werbeagentur Heiligenhaus”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Primer on the poster that advertises the guests Metzel directly appealed to entrepreneurs: “You are secured beside a miscellany of out of the ordinary details, so that you may not fulfil the intended unbigoted - to develop their business. If you decline to the Trading dynasty “LI And E. Metzel and K ° », then you will fulfil the desired throughout skillful advertising, namely, the usual allocation of ads to the publications, in their delicate show and sound content.”
The notable phrase “advertising - the apparatus of swap” - is also the conception of the principal advertising agency Metzel: it is considered that it invented the top banana overseer of the company VA Polyakov.