The first advertising agency in Russia. From a German Bussinesman Metzel.
After the elimination of serfdom in Russia began to bare the advertising traffic: if the earlier notice advertisements were published sole in stiff newspapers, then from that twinkling of an eye it became reachable to spread about newspapers on the rolling in it advertisers. Undisclosed publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Office of ads. The tasks of this service, persuadable Metzel Ludwig, a Czech by way of birth, but rumour has it German pedigree, were receiving ads commercial and non-public constitution and appropriate them in the press. Of headway, 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 customer base metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Brothel L. and E. Metzel and K °».
Nigh the dawn of XX century vigour Metzel nearly monopolized the Russian trade in in behalf of pull a proof pix advertising and has already entered the ecumenical au fait with: Arm agencies existed in Warsaw, Berlin, Paris, Different York, etc. By this perpetually, the trading house has been transformed into a “Russian Juncture Breeding Company announcements - This fellowship lasted until October 1917
Parentage dealing Metzel contributed to the event of subject advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising force creatives were created first by professionals. Of advance, this affects the supremacy of advertising in the seethe and, consequently, on its effectiveness. On the other guardianship, to Metzel Russian take in one’s arms has not yet received such proceeds, and, as a ruling, there was the long green from subscriptions. With observe to the provinces, the activity Metzel quickly revives clientele in the alien corners of the country, which, in produce, stilted the Russian economy as a whole.
Power Metzel promoted not only foreign companies but also their own, promoting the advertising province: “Every industrialist of a consequence may be, or sells it requirement, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be demanding now to withstand all progressively increasing competition. A clean advertising, which does not promise more than what she is masterful to award, purpose without exception extras and the amount consumed on publishing, perpetually into endorse in abundance. The company purpose into superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the means important charge ad
If the Prime Section board “worked, mostly, the location, the” Russian Joint Furnish Concern offers “significantly expanded its range of services: the employees of the partnership is advertising texts, developed slogans, carried free the transformation into other languages (A youthful tip-off here. The local businesses remember the customer base better and be means of the Internet, you can tumble to phone companies, such as “Werbeagentur Duisburg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Text on the circular that advertises the gathering Metzel directly appealed to entrepreneurs: “You are forced next to a mob of singular details, so that you may not fulfil the intended detached - to originate their business. If you set out to the Trading descendants “LI And E. Metzel and K ° », then you order win the desired throughout skillful advertising, namely, the normal allocation of ads to the publications, in their elegant advent and inductive content.”
The illustrious phrase “advertising - the locomotive of mercantilism” - is also the development of the principal advertising activity Metzel: it is considered that it invented the top banana the man of the troop VA Polyakov.