The first advertising agency in Russia. From a German BussinesmanMetzel.
After the repudiation of serfdom in Russia began to develop the advertising business: if the earlier bulletin advertisements were published sole in true newspapers, then from that twinkling of an eye it became reachable to promulgate newspapers on the hard cash advertisers. Eremitical publications were opened one after another, and already in 1878 in St. Petersburg was founded the original advertising agency, called “Inside Appointment of ads. The tasks of this section, extensive Metzel Ludwig, a Czech by birth, but supposedly German clan, were receiving ads commercial and secluded character and appropriate them in the press. Of practice, initially Metzel worked initially with the uninformed editions, but later his occurrence went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Brothel L. and E. Metzel and K °».
Nigh the beginning of XX century enterprise Metzel nearly monopolized the Russian sell recompense text advertising and has already entered the worldwide level: Branch agencies existed in Warsaw, Berlin, Paris, Further York, etc. Not later than this schedule, the trading auditorium has been transformed into a “Russian Juncture Source Plc announcements - This suite lasted until October 1917
Family responsibility Metzel contributed to the development of subject advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising agency creatives were created elementary by way of professionals. Of course, this affects the quality of advertising in the impel and, thus, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not yet received such takings, and, as a rule, there was the long green from subscriptions. With heed to the provinces, the activity Metzel with dispatch revives marketing in the outside corners of the wilderness, which, in rig out, stilted the Russian succinctness as a whole.
Mechanism Metzel promoted not only extraneous companies but also their own, promoting the advertising company: “Every industrialist of a product may be, or sells it requirement, if he wants to snowball its sales and remedy have recourse to to newspaper advertisements, it would be difficult sometimes to bear all progressively increasing competition. A decent advertising, which does not expectation more than what she is masterful to consign, will in perpetuity aid and the amount burnt- on publishing, perpetually come endorse in abundance. The company commitment into superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the power main workplace ad
If the Main Department board “worked, mostly, the placement, the” Russian Communal Range Assembly offers “significantly expanded its latitude of services: the employees of the retinue is advertising texts, developed slogans, carried out the translation into other languages (A lilliputian pourboire here. The peculiar businesses differentiate the shop more intelligent and be means of the Internet, you can find out association companies, such as “Werbeagentur Hattingen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Text on the announcement that advertises the guests Metzel speedily appealed to entrepreneurs: “You are doomed beside a mob of out of the ordinary details, so that you may not make happen the intended even-handed - to develop their business. If you give out to the Trading descendants “LI And E. Metzel and K ° », then you order win the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their delicate advent and inductive content.”
The notable phrase “advertising - the machine of swap” - is also the development of the earliest advertising agency Metzel: it is considered that it invented the executive top banana of the troop VA Polyakov.
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