The first advertising agency in Russia. From a German BussinesmanMetzel.
After the abolition of serfdom in Russia began to develop the advertising traffic: if the earlier notice advertisements were published solely in true newspapers, then from that tick it became admissible to promulgate newspapers on the rolling in it advertisers. Undisclosed publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Median Appointment of ads. The tasks of this section, debatable Metzel Ludwig, a Czech at hand origin, but rumour has it German nationality, were receiving ads commercial and special constitution and place them in the press. Of course, 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 office was transformed into a “Trading Home L. and E. Metzel and K °».
Through the dawn of XX century enterprise Metzel virtually monopolized the Russian sell recompense text advertising and has already entered the international au fait with: Branch agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. By this time, the trading legislative body has been transformed into a “Russian Juncture Source Companionship announcements - This suite lasted until October 1917
Family affair Metzel contributed to the condition of governmental advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising force creatives were created in front by professionals. Of dispatch, this affects the quality of advertising in the cleave to and, thus, on its effectiveness. On the other part, to Metzel Russian tightly has not furthermore received such takings, and, as a ruling, there was the money from subscriptions. With on to the provinces, the liveliness Metzel with dispatch revives trade in the unusual corners of the rural area, which, in rig out, affected the Russian economy as a whole.
Intercession Metzel promoted not only extraneous companies but also their own, promoting the advertising business: “Every manufacturer of a product may be, or sells it must, if he wants to swell its sales and retreat to newspaper advertisements, it would be unmanageable instantly to hold out against all progressively increasing competition. A nice advertising, which does not promise more than what she is qualified to sacrifice, will always aid and the amount used up on publishing, forever break apart endorse in abundance. The theatre troupe liking earn stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the mechanism inside chore ad
If the Prime Service advisers aboard “worked, mostly, the placing, the” Russian Joint Range Assembly offers “significantly expanded its gamut of services: the employees of the partnership is advertising texts, developed slogans, carried for all to see the dispatch into other languages (A lilliputian tip here. The regional businesses remember the market more intelligent and through the Internet, you can ascertain phone companies, such as “Werbeagentur Wesel”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Text on the broadsheet that advertises the gathering Metzel promptly appealed to entrepreneurs: “You are forced by a miscellany of singular details, so that you may not fulfil the intended objective - to develop their business. If you go to the Trading descendants “LI And E. Metzel and K ° », then you order win the desired throughout skillful advertising, namely, the right allocation of ads to the publications, in their grand appearance and sound content.”
The famous commonplace “advertising - the locomotive of mercantilism” - is also the conception of the principal advertising force Metzel: it is considered that it invented the executive director of the partnership VA Polyakov.
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