The earliest advertising force from Russia. From a German BussinesmanMetzel.
After the abolition of serfdom in Russia began to amplify the advertising traffic: if the earlier spot advertisements were published solely in licensed newspapers, then from that twinkling of an eye it became possible to publish newspapers on the rolling in it advertisers. Undisclosed publications were opened bromide after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Important Office of ads. The tasks of this office, extensive Metzel Ludwig, a Czech at hand origin, but theoretically German pedigree, were receiving ads commercial and special personality and task them in the press. Of routine, initially Metzel worked basically with the loutish editions, but later his case went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading Brothel L. and E. Metzel and K °».
By the inception of XX century vigour Metzel substantially monopolized the Russian peddle for pull a proof pix advertising and has already entered the intercontinental level: Branch agencies existed in Warsaw, Berlin, Paris, Further York, etc. Not later than this ever, the trading legislative body has been transformed into a “Russian Juncture Source Enterprise announcements - This company lasted until October 1917
Parentage affair Metzel contributed to the condition of subject advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising agency creatives were created elementary by way of professionals. Of course, this affects the importance of advertising in the cleave to and, consequently, on its effectiveness. On the other hand, to Metzel Russian take in one’s arms has not up to now received such proceeds, and, as a practice, there was the cold hard cash from subscriptions. With heed to the provinces, the venture Metzel hastily revives dealings in the alien corners of the country, which, in shift, non-natural the Russian economy as a whole.
Agency Metzel promoted not only unassimilable companies but also their own, promoting the advertising province: “Every producer of a work 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 finicky for the nonce to suffer all progressively increasing competition. A clean advertising, which does not guarantee more than what she is able to sacrifice, determination in perpetuity benefit and the amount consumed on publishing, each time break apart underwrite in abundance. The group will earn superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the agency main charge ad
If the Prime Section board “worked, mostly, the placement, the” Russian Communal Progenitor Concern offers “significantly expanded its range of services: the employees of the retinue is advertising texts, developed slogans, carried distant the translation into other languages (A little tip here. The peculiar businesses recognize the shop more intelligent and by the Internet, you can tumble to phone companies, such as “Werbeagentur Düsseldorf”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Verse on the circular that advertises the guests Metzel promptly appealed to entrepreneurs: “You are forced next to a mass of singular details, so that you may not make happen the intended even-handed - to originate their business. If you decline to the Trading descendants “LI And E. Metzel and K ° », then you compel win the desired throughout skillful advertising, namely, the right allocation of ads to the publications, in their select appearance and inductive content.”
The famous commonplace “advertising - the apparatus of shoppers” - is also the conception of the principal advertising agency Metzel: it is considered that it invented the government top banana of the partnership VA Polyakov.