The opening advertising agency in Russia. From a German Bussinesman Ludwig Metzel.
After the abolition of serfdom in Russia began to amplify the advertising question: if the earlier notice advertisements were published sole in licensed newspapers, then from that twinkling of an eye it became reachable to publish newspapers on the money advertisers. Off the record publications were opened one after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Inside Firm of ads. The tasks of this section, open Metzel Ludwig, a Czech by birth, but supposedly German pedigree, were receiving ads commercial and private personality and standing them in the press. Of headway, initially Metzel worked basically with the insular editions, but later his case went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his office was transformed into a “Trading House L. and E. Metzel and K °».
Through the inception of XX century daring Metzel nearly monopolized the Russian trade in for text advertising and has already entered the intercontinental level: Limb agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. Not later than this ever, the trading auditorium has been transformed into a “Russian Juncture Stock Company announcements - This suite lasted until October 1917
Family dealing Metzel contributed to the condition of governmental advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising force creatives were created opening by means of professionals. Of advance, this affects the importance of advertising in the seethe and, consequently, on its effectiveness. On the other hand, to Metzel Russian take in one’s arms has not so far received such takings, and, as a for the most part, there was the cold hard cash from subscriptions. With regard to the provinces, the venture Metzel hastily revives clientele in the outside corners of the rural area, which, in turn, stilted the Russian thriftiness as a whole.
Mechanism Metzel promoted not at best foreign companies but also their own, promoting the advertising business: “Every industrialist of a consequence may be, or sells it must, if he wants to swell its sales and fall back on to newspaper advertisements, it would be difficult instantly to suffer all progressively increasing competition. A clean advertising, which does not probability more than what she is able to consign, determination always allowances and the amount spent on publishing, forever come endorse in abundance. The group will acquire superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the agency central chore ad
If the Principal Department lodge “worked, mostly, the arrangement, the” Russian Shared Progenitor Assembly offers “significantly expanded its assortment of services: the employees of the body is advertising texts, developed slogans, carried out the transformation into other languages (A youthful forecast here. The regional businesses recognize the shop change one’s mind and auspices of the Internet, you can tumble to association companies, such as “Werbeagentur Düsseldorf”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Text on the broadsheet that advertises the gathering Metzel speedily appealed to entrepreneurs: “You are bound by a mob of singular details, so that you may not fulfil the intended unbigoted - to develop their business. If you set out to the Trading dynasty “LI And E. Metzel and K ° », then you choice attain the desired by way of skillful advertising, namely, the proper allocation of ads to the publications, in their elegant appearance and rational content.”
The illustrious adjectival phrase “advertising - the engine of shoppers” - is also the development of the elementary advertising activity Metzel: it is considered that it invented the executive the man of the company VA Polyakov.