The earliest advertising agency in Russia. From a German Bussinesman Metzel.
After the repudiation of serfdom in Russia began to expatiate on the advertising question: if the earlier notice advertisements were published exclusive in official newspapers, then from that two shakes of a lamb’s tail it became reachable to publish newspapers on the money advertisers. Eremitical publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Firm of ads. The tasks of this office, debatable Metzel Ludwig, a Czech by confinement, but supposedly German tribe, were receiving ads commercial and special constitution and appropriate them in the press. Of practice, initially Metzel worked initially with the provincial editions, but later his occurrence went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his duty was transformed into a “Trading Home L. and E. Metzel and K °».
By the beginning of XX century enterprise Metzel less monopolized the Russian trade in for the sake print advertising and has already entered the intercontinental au fait with: Limb agencies existed in Warsaw, Berlin, Paris, Further York, etc. During this perpetually, the trading house has been transformed into a “Russian Collective Source Company announcements - This suite lasted until October 1917
Parentage business Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising force creatives were created in front past professionals. Of dispatch, this affects the je sais quoi of advertising in the cleave to and, accordingly, on its effectiveness. On the other part, to Metzel Russian clasp has not up to now received such income, and, as a practice, there was the cold hard cash from subscriptions. With heed to the provinces, the activity Metzel hastily revives trade in the remote corners of the boondocks, which, in turn, non-natural the Russian conservatism as a whole.
Mechanism Metzel promoted not on the other hand imported companies but also their own, promoting the advertising company: “Every producer of a product may be, or sells it have to, if he wants to increase its sales and remedy have recourse to to newspaper advertisements, it would be unmanageable instantly to withstand all progressively increasing competition. A nice advertising, which does not probability more than what she is gifted to sacrifice, will in perpetuity allowances and the amount spent on publishing, each time upon bankroll b reverse in abundance. The assembly will gain superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the power main charge ad
If the Main Section board “worked, mostly, the placing, the” Russian Shared Furnish Concern offers “significantly expanded its range of services: the employees of the company is advertising texts, developed slogans, carried distant the transformation into other languages (A little pourboire here. The peculiar businesses differentiate the customer base change one’s mind and auspices of the Internet, you can find association companies, such as “Werbeagentur Gevelsberg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Paragraph on the poster that advertises the company Metzel speedily appealed to entrepreneurs: “You are bound next to a mob of different details, so that you may not get the intended detached - to develop their business. If you decline to the Trading line “LI And E. Metzel and K ° », then you choice win the desired because of skillful advertising, namely, the normal allocation of ads to the publications, in their elegant appearance and inductive content.”
The illustrious adjectival phrase “advertising - the engine of swap” - is also the conception of the first advertising force Metzel: it is considered that it invented the government top banana of the troop VA Polyakov.