The opening advertising agency from Russia. From a German Bussinesman Ludwig Metzel.
After the destruction of serfdom in Russia began to bare the advertising business: if the earlier spot advertisements were published solely in stiff newspapers, then from that moment it became admissible to advertise newspapers on the hard cash advertisers. Eremitical publications were opened one after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Central Firm of ads. The tasks of this office, debatable Metzel Ludwig, a Czech by origin, but theoretically German pedigree, were receiving ads commercial and non-public nature and place them in the press. Of practice, initially Metzel worked basically with the provincial 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 duty was transformed into a “Trading Home L. and E. Metzel and K °».
Through the dawn of XX century undertaking Metzel less monopolized the Russian market in behalf of print advertising and has already entered the worldwide au fait with: Section agencies existed in Warsaw, Berlin, Paris, New York, etc. During this time, the trading prostitution has been transformed into a “Russian Joint Source Companionship announcements - This company lasted until October 1917
Parentage business Metzel contributed to the condition of civil advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intercession creatives were created first by professionals. Of course, this affects the supremacy of advertising in the press and, accordingly, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not so far received such proceeds, and, as a rule, there was the long green from subscriptions. With regard to the provinces, the occupation Metzel very soon revives marketing in the unusual corners of the boondocks, which, in rig out, non-natural the Russian economy as a whole.
Mechanism Metzel promoted not on the other hand extraneous companies but also their own, promoting the advertising company: “Every manufacturer of a artifact may be, or sells it have to, if he wants to swell its sales and retreat to newspaper advertisements, it would be difficult now to suffer all progressively increasing competition. A tasteful advertising, which does not expectation more than what she is masterful to give, will without exception extras and the amount used up on publishing, always upon underwrite in abundance. The group purpose earn stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the mechanism inside charge ad
If the Prime Office board “worked, mostly, the placement, the” Russian Shared Range Company offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried out the transformation into other languages (A youthful pourboire here. The local businesses recognize the buy healthier and by the Internet, you can find out contact companies, such as “Werbeagentur Nettetal”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Verse on the circular that advertises the company Metzel speedily appealed to entrepreneurs: “You are secured next to a mob of distinct details, so that you may not make happen the intended objective - to originate their business. If you give out to the Trading house “LI And E. Metzel and K ° », then you choice attain the desired because of skillful advertising, namely, the proper allocation of ads to the publications, in their grand advent and logical content.”
The well-known verbalize “advertising - the apparatus of swap” - is also the development of the principal advertising agency Metzel: it is considered that it invented the executive director of the troop VA Polyakov.