The beginning advertising agency from Russia. From a German Bussinesman Ludwig Metzel.
After the destruction of serfdom in Russia began to expatiate on the advertising question: if the earlier spot advertisements were published sole in official newspapers, then from that two shakes of a lamb’s tail it became reasonable to spread about newspapers on the hard cash advertisers. Private publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Appointment of ads. The tasks of this service, open Metzel Ludwig, a Czech alongside origin, but presumably German clan, were receiving ads commercial and private personality and appropriate them in the press. Of headway, initially Metzel worked basically with the loutish editions, but later his occurrence went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his office was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Nigh the dawn of XX century undertaking Metzel virtually monopolized the Russian trade in in behalf of print advertising and has already entered the international level: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. During this schedule, the trading legislative body has been transformed into a “Russian Joint Source Enterprise announcements - This fellowship lasted until October 1917
M‚nage dealing Metzel contributed to the occurrence of national advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intercession creatives were created opening by means of professionals. Of course, this affects the quality of advertising in the impel and, thus, on its effectiveness. On the other part, to Metzel Russian press has not yet received such takings, and, as a for the most part, there was the cold hard cash from subscriptions. With heed to the provinces, the venture Metzel hastily revives trade in the remote corners of the boondocks, which, in produce, non-natural the Russian economy as a whole.
Mechanism Metzel promoted not on the other hand foreign companies but also their own, promoting the advertising company: “Every producer of a consequence may be, or sells it must, if he wants to snowball its sales and fall back on to newspaper advertisements, it would be difficult for the nonce to withstand all progressively increasing competition. A clean advertising, which does not probability more than what she is masterful to give, determination without exception allowances and the amount used up on publishing, always upon underwrite in abundance. The company will into prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the mechanism main chore ad
If the Prime Service advisers aboard “worked, mostly, the arrangement, the” Russian Collaborative Progenitor Assembly offers “significantly expanded its latitude of services: the employees of the company is advertising texts, developed slogans, carried out the transmutation into other languages (A lilliputian pourboire here. The regional businesses recognize the market better and auspices of the Internet, you can find out association companies, such as “Werbeagentur Viersen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Primer on the announcement that advertises the company Metzel promptly appealed to entrepreneurs: “You are bound beside a swarms of singular details, so that you may not fulfil the intended objective - to originate 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 delicate show and rational content.”
The illustrious commonplace “advertising - the apparatus of swap” - is also the invention of the first advertising agency Metzel: it is considered that it invented the government overseer of the troop VA Polyakov.