The opening advertising agency from Russia. From a German Bussinesman Ludwig Metzel.
After the elimination of serfdom in Russia began to expatiate on the advertising business: if the earlier notice advertisements were published exclusive in official newspapers, then from that tick it became reasonable to publish newspapers on the money advertisers. Eremitical publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Responsibility of ads. The tasks of this responsibility, debatable Metzel Ludwig, a Czech at hand confinement, but presumably German nationality, were receiving ads commercial and special nature and place them in the press. Of course, initially Metzel worked basically with the insular editions, but later his occurrence went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his section was transformed into a “Trading Brothel L. and E. Metzel and K °».
By the beginning of XX century enterprise Metzel substantially monopolized the Russian market for the sake copy advertising and has already entered the international au fait with: Section agencies existed in Warsaw, Berlin, Paris, New York, etc. By this ever, the trading legislative body has been transformed into a “Russian Juncture Source Companionship announcements - This fellowship lasted until October 1917
Forebears responsibility Metzel contributed to the event of national advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intercession creatives were created elementary by professionals. Of advance, this affects the supremacy of advertising in the press and, accordingly, on its effectiveness. On the other hand, to Metzel Russian press has not up to now received such gains, and, as a practice, there was the spondulicks from subscriptions. With regard to the provinces, the venture Metzel quickly revives trade in the alien corners of the country, which, in produce, studied the Russian conservatism as a whole.
Mechanism Metzel promoted not on the other hand imported companies but also their own, promoting the advertising vocation: “Every manufacturer of a artifact may be, or sells it ought to, if he wants to increase its sales and remedy have recourse to to newspaper advertisements, it would be unmanageable instantly to bear all progressively increasing competition. A decent advertising, which does not guarantee more than what she is qualified to sacrifice, determination in perpetuity aid and the amount spent on publishing, perpetually into underwrite in abundance. The theatre troupe liking earn prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the power central workplace ad
If the Main Section lodge “worked, mostly, the arrangement, the” Russian Joint Progenitor Assembly offers “significantly expanded its gamut of services: the employees of the company is advertising texts, developed slogans, carried free the transmutation into other languages (A skimpy forecast here. The regional businesses know the market more intelligent and be means of the Internet, you can find out contact companies, such as “Werbeagentur Rheinberg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Paragraph on the circular that advertises the band Metzel directly appealed to entrepreneurs: “You are forced by a swarms of different details, so that you may not make happen the intended even-handed - to disclose their business. If you go to the Trading house “LI And E. Metzel and K ° », then you choice achieve the desired because of skillful advertising, namely, the right allocation of ads to the publications, in their grand demeanour and inductive content.”
The well-known verbalize “advertising - the engine of shoppers” - is also the origination of the principal advertising agency Metzel: it is considered that it invented the executive top banana of the company VA Polyakov.