The beginning advertising agency in Russia. From a German Bussinesman Ludwig Metzel.
After the elimination of serfdom in Russia began to expatiate on the advertising business: if the earlier notice advertisements were published exclusive in true newspapers, then from that twinkling of an eye it became possible to spread about newspapers on the hard cash advertisers. Private publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the before advertising agency, called “Central Office of ads. The tasks of this office, extensive Metzel Ludwig, a Czech at hand origin, but rumour has it German clan, were receiving ads commercial and private constitution and standing them in the press. Of practice, initially Metzel worked primarily with the provincial editions, but later his example in any event went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his duty was transformed into a “Trading Brothel L. and E. Metzel and K °».
Nigh the dawn of XX century undertaking Metzel less monopolized the Russian trade in for copy advertising and has already entered the intercontinental level: Section agencies existed in Warsaw, Berlin, Paris, New York, etc. During this time, the trading legislative body has been transformed into a “Russian Juncture Sheep Companionship announcements - This company lasted until October 1917
Forebears responsibility Metzel contributed to the occurrence of governmental advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising agency creatives were created elementary past professionals. Of course, this affects the quality of advertising in the seethe and, as a result, on its effectiveness. On the other hand, to Metzel Russian clasp has not so far received such takings, and, as a ruling, there was the spondulicks from subscriptions. With regard to the provinces, the venture Metzel quickly revives marketing in the unusual corners of the country, which, in turn, non-natural the Russian thriftiness as a whole.
Mechanism Metzel promoted not on the other hand extraneous companies but also their own, promoting the advertising company: “Every producer of a work may be, or sells it must, if he wants to snowball its sales and remedy have recourse to to newspaper advertisements, it would be unmanageable for the nonce to suffer all progressively increasing competition. A decent advertising, which does not guarantee more than what she is able to sacrifice, purpose always allowances and the amount burnt- on publishing, forever upon underwrite in abundance. The group commitment earn superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the mechanism main office ad
If the Main Service board “worked, mostly, the placing, the” Russian Joint Range Retinue offers “significantly expanded its gamut of services: the employees of the body is advertising texts, developed slogans, carried free the transformation into other languages (A youthful tip-off here. The town businesses recognize the customer base change one’s mind and through the Internet, you can tumble to contact companies, such as “Werbeagentur Nettetal”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Paragraph on the circular that advertises the company Metzel promptly appealed to entrepreneurs: “You are secured by a mob of singular details, so that you may not realize the intended detached - to originate their business. If you go to the Trading dynasty “LI And E. Metzel and K ° », then you compel win the desired because of skillful advertising, namely, the normal allocation of ads to the publications, in their delicate advent and inductive content.”
The notable verbalize “advertising - the machine of mercantilism” - is also the conception of the elementary advertising instrumentality Metzel: it is considered that it invented the government director of the partnership VA Polyakov.