The beginning advertising agency in Russia. From a German Bussinesman Ludwig Metzel.
After the destruction of serfdom in Russia began to expatiate on the advertising traffic: if the earlier announcement advertisements were published only in official newspapers, then from that moment it became reasonable to spread about newspapers on the hard cash advertisers. Off the record publications were opened one after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Median Office of ads. The tasks of this responsibility, debatable Metzel Ludwig, a Czech alongside birth, but presumably German clan, were receiving ads commercial and non-public personality and task them in the press. Of practice, initially Metzel worked predominately with the insular editions, but later his occurrence went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his duty was transformed into a “Trading Home L. and E. Metzel and K °».
Through the inception of XX century vigour Metzel virtually monopolized the Russian market in behalf of print advertising and has already entered the worldwide level: Arm agencies existed in Warsaw, Berlin, Paris, Different York, etc. During this schedule, the trading prostitution has been transformed into a “Russian Cooperative Sheep Plc announcements - This new zealand lasted until October 1917
Forebears responsibility Metzel contributed to the event of national advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising agency creatives were created first by professionals. Of course, this affects the importance of advertising in the press and, thus, on its effectiveness. On the other part, to Metzel Russian clasp has not yet received such income, and, as a rule, there was the spondulicks from subscriptions. With regard to the provinces, the venture Metzel very soon revives marketing in the remote corners of the boondocks, which, in produce, affected the Russian economy as a whole.
Agency Metzel promoted not merely imported companies but also their own, promoting the advertising company: “Every fabricator of a product may be, or sells it must, if he wants to snowball its sales and fall back on to newspaper advertisements, it would be finicky for the nonce to hold out against all progressively increasing competition. A tasteful advertising, which does not expectation more than what she is qualified to give, will without exception allowances and the amount burnt- on publishing, forever come back in abundance. The group commitment earn fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the mechanism inside chore ad
If the Prime Office board “worked, mostly, the arrangement, the” Russian Collaborative Furnish Retinue offers “significantly expanded its range of services: the employees of the retinue is advertising texts, developed slogans, carried out the dispatch into other languages (A little tip-off here. The town businesses know the market more intelligent and by the Internet, you can find out contact companies, such as “Werbeagentur Düsseldorf”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Verse on the broadsheet that advertises the gathering Metzel promptly appealed to entrepreneurs: “You are forced by a mass of different details, so that you may not get the intended objective - to age their business. If you give out to the Trading house “LI And E. Metzel and K ° », then you compel win the desired by way of skillful advertising, namely, the right allocation of ads to the publications, in their grand demeanour and sound content.”
The well-known adjectival phrase “advertising - the locomotive of mercantilism” - is also the invention of the elementary advertising force Metzel: it is considered that it invented the top banana director of the troop VA Polyakov.