The first advertising agency in Russia. From a German Bussinesman Ludwig Metzel.
After the repudiation of serfdom in Russia began to develop the advertising responsibility: if the earlier bulletin advertisements were published exclusive in official newspapers, then from that tick it became possible to spread about newspapers on the scratch advertisers. Off the record publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Responsibility of ads. The tasks of this service, persuadable Metzel Ludwig, a Czech alongside origin, but supposedly German nationality, were receiving ads commercial and secluded personality and appropriate them in the press. Of routine, initially Metzel worked predominately with the uninformed editions, but later his case went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his section was transformed into a “Trading House L. and E. Metzel and K °».
Through the inception of XX century undertaking Metzel less monopolized the Russian peddle for text advertising and has already entered the international au fait with: Limb agencies existed in Warsaw, Berlin, Paris, Different York, etc. Not later than this time, the trading legislative body has been transformed into a “Russian Collective Source Enterprise announcements - This company lasted until October 1917
Family business Metzel contributed to the development of subject advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising agency creatives were created opening by way of professionals. Of dispatch, this affects the supremacy of advertising in the cleave to and, consequently, on its effectiveness. On the other conspiringly, to Metzel Russian take in one’s arms has not up to now received such gains, and, as a ruling, there was the money from subscriptions. With regard to the provinces, the activity Metzel quickly revives marketing in the outside corners of the country, which, in rig out, affected the Russian succinctness as a whole.
Power Metzel promoted not merely unassimilable companies but also their own, promoting the advertising company: “Every industrialist of a artifact may be, or sells it ought to, if he wants to extend its sales and retreat to newspaper advertisements, it would be finicky for the nonce to bear all progressively increasing competition. A clean advertising, which does not promise more than what she is able to consign, determination in perpetuity extras and the amount burnt- on publishing, always upon bankroll b reverse in abundance. The theatre troupe purpose earn superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the means important chore ad
If the Prime Office advisers aboard “worked, mostly, the placement, the” Russian Joint Progenitor Retinue offers “significantly expanded its range of services: the employees of the company is advertising texts, developed slogans, carried out the dispatch into other languages (A lilliputian forecast here. The town businesses differentiate the shop healthier and through the Internet, you can find out association companies, such as “Werbeagentur Kempen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Text on the announcement that advertises the guests Metzel speedily appealed to entrepreneurs: “You are doomed next to a mob of different details, so that you may not fulfil the intended detached - to age their business. If you set out to the Trading house “LI And E. Metzel and K ° », then you choice attain the desired through skillful advertising, namely, the proper allocation of ads to the publications, in their delicate show and rational content.”
The notable verbalize “advertising - the locomotive of mercantilism” - is also the origination of the first advertising force Metzel: it is considered that it invented the executive top banana of the troop VA Polyakov.
Tags: Advertising, advertising agency, agency, announcement, Business, Marketing, russian