The beginning advertising agency in Russia. From a German BussinesmanMetzel.
After the elimination of serfdom in Russia began to amplify the advertising question: if the earlier announcement advertisements were published sole in licensed newspapers, then from that twinkling of an eye it became possible to spread about newspapers on the hard cash advertisers. Private publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Firm of ads. The tasks of this service, extensive Metzel Ludwig, a Czech by way of origin, but presumably German pedigree, were receiving ads commercial and special character and task them in the press. Of headway, initially Metzel worked primarily with the loutish editions, but later his case 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 °».
Through the beginning of XX century enterprise Metzel virtually monopolized the Russian trade in recompense copy advertising and has already entered the ecumenical horizontal: Section agencies existed in Warsaw, Berlin, Paris, Further York, etc. During this schedule, the trading auditorium has been transformed into a “Russian Juncture Source Enterprise announcements - This fellowship lasted until October 1917
Parentage dealing Metzel contributed to the event of civil advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intermediation creatives were created in front by way of professionals. Of course, this affects the je sais quoi of advertising in the seethe and, accordingly, on its effectiveness. On the other conspiringly, to Metzel Russian take in one’s arms has not so far received such takings, and, as a rule, there was the spondulicks from subscriptions. With heed to the provinces, the activity Metzel quickly revives marketing in the unusual corners of the boondocks, which, in produce, non-natural the Russian conservatism as a whole.
Power Metzel promoted not merely foreign companies but also their own, promoting the advertising province: “Every industrialist of a consequence may be, or sells it have to, if he wants to extend its sales and remedy have recourse to to newspaper advertisements, it would be finicky sometimes to suffer all progressively increasing competition. A nice advertising, which does not guarantee more than what she is qualified to consign, desire always allowances and the amount burnt- on publishing, always come underwrite in abundance. The assembly will acquire fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the mechanism main charge ad
If the Central Department advisers aboard “worked, mostly, the placing, the” Russian Shared Stock Concern offers “significantly expanded its range of services: the employees of the company is advertising texts, developed slogans, carried free the transformation into other languages (A lilliputian tip here. The town businesses recognize the customer base more intelligent and auspices of the Internet, you can ascertain contact companies, such as “Werbeagentur Neukirchen-Vluyn”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Text on the circular that advertises the guests Metzel later on appealed to entrepreneurs: “You are doomed via a mob of distinct details, so that you may not realize the intended detached - to age their business. If you give out to the Trading house “LI And E. Metzel and K ° », then you order achieve the desired throughout skillful advertising, namely, the normal allocation of ads to the publications, in their grand advent and inductive content.”
The illustrious commonplace “advertising - the apparatus of mercantilism” - is also the development of the principal advertising activity Metzel: it is considered that it invented the top banana top banana of the group VA Polyakov.