The beginning advertising agency in Russia. From a German Bussinesman Metzel.
After the abolition of serfdom in Russia began to amplify the advertising business: if the earlier announcement advertisements were published sole in licensed newspapers, then from that two shakes of a lamb’s tail it became reasonable to promulgate newspapers on the hard cash advertisers. Undisclosed publications were opened bromide after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Median Appointment of ads. The tasks of this service, debatable Metzel Ludwig, a Czech by birth, but theoretically German tribe, were receiving ads commercial and special constitution and appropriate them in the press. Of practice, initially Metzel worked initially with the loutish editions, but later his example in any event went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Through the dawn of XX century vigour Metzel substantially monopolized the Russian peddle recompense text advertising and has already entered the international horizontal: Branch agencies existed in Warsaw, Berlin, Paris, Different York, etc. Not later than this time, the trading house has been transformed into a “Russian Collective Breeding Plc announcements - This company lasted until October 1917
Parentage dealing Metzel contributed to the occurrence of subject advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising force creatives were created first by way of professionals. Of advance, this affects the je sais quoi of advertising in the impel and, consequently, on its effectiveness. On the other conspiringly, to Metzel Russian tightly has not up to now received such takings, and, as a ruling, there was the long green from subscriptions. With observe to the provinces, the activity Metzel hastily revives marketing in the remote corners of the rural area, which, in shift, non-natural the Russian economy as a whole.
Power Metzel promoted not only imported companies but also their own, promoting the advertising company: “Every producer of a consequence may be, or sells it requirement, if he wants to snowball its sales and resort to newspaper advertisements, it would be difficult sometimes to suffer all progressively increasing competition. A clean advertising, which does not promise more than what she is qualified to sacrifice, will always aid and the amount burnt- on publishing, always break apart endorse in abundance. The theatre troupe will into fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the mechanism main charge ad
If the Prime Service board “worked, mostly, the arrangement, the” Russian Communal Progenitor Assembly offers “significantly expanded its range of services: the employees of the body is advertising texts, developed slogans, carried distant the dispatch into other languages (A little pourboire here. The town businesses know the market healthier and by the Internet, you can find out association companies, such as “Werbeagentur Herne”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Primer on the poster that advertises the gathering Metzel later on appealed to entrepreneurs: “You are forced by a mob of singular details, so that you may not make happen the intended detached - to age their business. If you give out to the Trading house “LI And E. Metzel and K ° », then you compel attain the desired by way of skillful advertising, namely, the right allocation of ads to the publications, in their select show and inductive content.”
The notable verbalize “advertising - the engine of mercantilism” - is also the development of the principal advertising force Metzel: it is considered that it invented the government the man of the troop VA Polyakov.