The opening advertising agency from Russia. From a German BussinesmanMetzel.
After the elimination of serfdom in Russia began to bare the advertising question: if the earlier notice advertisements were published only in licensed newspapers, then from that tick it became possible to advertise newspapers on the hard cash advertisers. Off the record publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the original advertising agency, called “Median Appointment of ads. The tasks of this service, extensive Metzel Ludwig, a Czech by way of birth, but supposedly German tribe, were receiving ads commercial and private character and place them in the press. Of practice, initially Metzel worked predominately with the loutish editions, but later his happening went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his duty was transformed into a “Trading Brothel L. and E. Metzel and K °».
Nigh the inception of XX century vigour Metzel substantially monopolized the Russian market recompense copy advertising and has already entered the ecumenical be open: Arm agencies existed in Warsaw, Berlin, Paris, Different York, etc. By this ever, the trading house has been transformed into a “Russian Joint Breeding Enterprise announcements - This company lasted until October 1917
Parentage business Metzel contributed to the condition of governmental advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising agency creatives were created elementary by professionals. Of advance, this affects the je sais quoi of advertising in the seethe and, accordingly, on its effectiveness. On the other part, to Metzel Russian take in one’s arms has not yet received such proceeds, and, as a rule, there was the spondulicks from subscriptions. With heed to the provinces, the venture Metzel with dispatch revives clientele in the alien corners of the boondocks, which, in rig out, studied the Russian economy as a whole.
Mechanism Metzel promoted not on the other hand extraneous companies but also their own, promoting the advertising province: “Every manufacturer of a artifact may be, or sells it have to, if he wants to snowball its sales and fall back on to newspaper advertisements, it would be unmanageable for the nonce to suffer all progressively increasing competition. A nice advertising, which does not probability more than what she is gifted to sacrifice, determination always benefit and the amount burnt- on publishing, perpetually break apart back in abundance. The company purpose gain superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the means main charge ad
If the Main Service advisers aboard “worked, mostly, the placement, the” Russian Shared Stock Retinue offers “significantly expanded its gamut of services: the employees of the body is advertising texts, developed slogans, carried out the transmutation into other languages (A skimpy tip-off here. The regional businesses differentiate the customer base change one’s mind and auspices of the Internet, you can find association companies, such as “Werbeagentur Brüggen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Paragraph on the poster that advertises the band Metzel promptly appealed to entrepreneurs: “You are forced by a mass of singular details, so that you may not make happen the intended even-handed - to originate their business. If you set out to the Trading house “LI And E. Metzel and K ° », then you will attain the desired through skillful advertising, namely, the proper allocation of ads to the publications, in their select appearance and rational content.”
The notable phrase “advertising - the apparatus of shoppers” - is also the conception of the earliest advertising force Metzel: it is considered that it invented the government the man of the partnership VA Polyakov.