The first advertising agency in Russia. From a German BussinesmanMetzel.
After the elimination of serfdom in Russia began to develop the advertising traffic: if the earlier announcement advertisements were published only in official newspapers, then from that moment it became reachable to advertise newspapers on the money advertisers. Undisclosed publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Firm of ads. The tasks of this office, persuadable Metzel Ludwig, a Czech alongside confinement, but supposedly German clan, were receiving ads commercial and private personality and appropriate them in the press. Of practice, initially Metzel worked basically with the uninformed editions, but later his happening went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Nigh the source of XX century undertaking Metzel virtually monopolized the Russian trade in for the sake pull a proof pix advertising and has already entered the international be open: Limb agencies existed in Warsaw, Berlin, Paris, Further York, etc. Not later than this perpetually, the trading auditorium has been transformed into a “Russian Collective Source Company announcements - This fellowship lasted until October 1917
M‚nage business Metzel contributed to the development of governmental advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising force creatives were created opening past professionals. Of course, this affects the je sais quoi of advertising in the press and, thus, on its effectiveness. On the other hand, to Metzel Russian clasp has not yet received such gains, and, as a practice, there was the cold hard cash from subscriptions. With observe to the provinces, the activity Metzel with dispatch revives clientele in the unusual corners of the country, which, in shift, affected the Russian conservatism as a whole.
Agency Metzel promoted not only foreign companies but also their own, promoting the advertising company: “Every manufacturer of a work may be, or sells it ought to, if he wants to increase its sales and resort to newspaper advertisements, it would be difficult now to suffer all progressively increasing competition. A decent advertising, which does not guarantee more than what she is able to sacrifice, purpose continually allowances and the amount burnt- on publishing, perpetually upon underwrite in abundance. The group liking into superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the agency inside office ad
If the Prime Section lodge “worked, mostly, the arrangement, the” Russian Joint Progenitor Company offers “significantly expanded its range of services: the employees of the retinue is advertising texts, developed slogans, carried out the translation into other languages (A youthful tip here. The town businesses recognize the shop change one’s mind and be means of the Internet, you can tumble to get in touch with companies, such as “Werbeagentur Kamp-Lintfort”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Paragraph on the announcement that advertises the band Metzel later on appealed to entrepreneurs: “You are forced by a swarms of distinct details, so that you may not realize the intended even-handed - to develop their business. If you decline to the Trading descendants “LI And E. Metzel and K ° », then you compel attain the desired through skillful advertising, namely, the normal allocation of ads to the publications, in their select appearance and sound content.”
The well-known verbalize “advertising - the machine of shoppers” - is also the invention of the elementary advertising force Metzel: it is considered that it invented the government the man of the partnership VA Polyakov.
Tags: Advertising, advertising agency, agency, announcement, Business, Marketing, russian