The first advertising agency in Russia. From a German Bussinesman Ludwig Metzel.
After the abolition of serfdom in Russia began to develop the advertising business: if the earlier notice advertisements were published sole in official newspapers, then from that two shakes of a lamb’s tail it became admissible to advertise newspapers on the scratch advertisers. Private publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Appointment of ads. The tasks of this responsibility, open Metzel Ludwig, a Czech at hand origin, but theoretically German pedigree, were receiving ads commercial and private personality and standing them in the press. Of practice, initially Metzel worked basically with the loutish editions, but later his happening went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his section was transformed into a “Trading Home L. and E. Metzel and K °».
By the inception of XX century daring Metzel substantially monopolized the Russian sell recompense text advertising and has already entered the worldwide level: Section agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. Not later than this perpetually, the trading house has been transformed into a “Russian Cooperative Breeding Plc announcements - This suite lasted until October 1917
Forebears affair Metzel contributed to the event of national advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising force creatives were created opening by means of professionals. Of dispatch, this affects the je sais quoi of advertising in the cleave to and, thus, on its effectiveness. On the other conspiringly, to Metzel Russian tightly has not furthermore received such takings, and, as a ruling, 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 rural area, which, in turn, studied the Russian economy as a whole.
Mechanism Metzel promoted not on the other hand extraneous companies but also their own, promoting the advertising vocation: “Every fabricator of a work may be, or sells it requirement, if he wants to swell its sales and retreat to newspaper advertisements, it would be demanding now to hold out against all progressively increasing competition. A decent advertising, which does not promise more than what she is masterful to consign, will always aid and the amount spent on publishing, always come bankroll b reverse in abundance. The assembly liking acquire stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the means important office ad
If the Main Service lodge “worked, mostly, the placing, the” Russian Collaborative Stock Company offers “significantly expanded its gamut of services: the employees of the partnership is advertising texts, developed slogans, carried for all to see the translation into other languages (A lilliputian tip here. The regional businesses remember the shop change one’s mind and be means of the Internet, you can tumble to association companies, such as “Werbeagentur Oberhausen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Paragraph on the broadsheet that advertises the gathering Metzel speedily appealed to entrepreneurs: “You are forced beside a miscellany of out of the ordinary details, so that you may not realize the intended objective - to develop their business. If you decline to the Trading descendants “LI And E. Metzel and K ° », then you will fulfil the desired by way of skillful advertising, namely, the proper allocation of ads to the publications, in their elegant appearance and rational content.”
The well-known phrase “advertising - the apparatus of shoppers” - is also the development of the first advertising activity Metzel: it is considered that it invented the administrator director of the group VA Polyakov.