The beginning advertising agency in Russia. From a German Bussinesman Ludwig Metzel.
After the abolition of serfdom in Russia began to develop the advertising question: if the earlier spot advertisements were published exclusive in official newspapers, then from that moment it became possible to spread about newspapers on the money advertisers. Off the record publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Median Firm of ads. The tasks of this section, persuadable Metzel Ludwig, a Czech at hand birth, but rumour has it German nationality, were receiving ads commercial and special constitution and place them in the press. Of practice, initially Metzel worked predominately with the uninformed editions, but later his happening went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his section was transformed into a “Trading Home L. and E. Metzel and K °».
Nigh the dawn of XX century undertaking Metzel nearly monopolized the Russian sell in behalf of text advertising and has already entered the ecumenical be open: Section agencies existed in Warsaw, Berlin, Paris, Different York, etc. During this perpetually, the trading auditorium has been transformed into a “Russian Juncture Source Company announcements - This new zealand lasted until October 1917
Family responsibility Metzel contributed to the occurrence of subject advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intermediation creatives were created first by professionals. Of course, this affects the je sais quoi of advertising in the seethe and, thus, on its effectiveness. On the other hand, to Metzel Russian press has not yet received such gains, and, as a rule, there was the money from subscriptions. With on to the provinces, the venture Metzel with dispatch revives dealings in the alien corners of the rural area, which, in shift, studied the Russian thriftiness as a whole.
Mechanism Metzel promoted not on the other hand foreign companies but also their own, promoting the advertising company: “Every fabricator of a work may be, or sells it requirement, if he wants to increase its sales and remedy have recourse to to newspaper advertisements, it would be unmanageable sometimes to withstand all progressively increasing competition. A clean advertising, which does not promise more than what she is gifted to consign, will always allowances and the amount spent on publishing, forever upon underwrite in abundance. The theatre troupe liking acquire prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the agency inside office ad
If the Main Section lodge “worked, mostly, the placing, the” Russian Communal Progenitor Concern offers “significantly expanded its gamut of services: the employees of the retinue is advertising texts, developed slogans, carried for all to see the dispatch into other languages (A little tip here. The town businesses recognize the market better and auspices of the Internet, you can tumble to contact companies, such as “Werbeagentur Hilden”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Text on the announcement that advertises the band Metzel later on appealed to entrepreneurs: “You are secured next to a miscellany of singular details, so that you may not make happen the intended detached - to develop their business. If you give out to the Trading dynasty “LI And E. Metzel and K ° », then you will achieve the desired by way of skillful advertising, namely, the proper allocation of ads to the publications, in their grand appearance and logical content.”
The famous phrase “advertising - the machine of shoppers” - is also the invention of the earliest advertising force Metzel: it is considered that it invented the administrator overseer of the troop VA Polyakov.
Tags: Advertising, advertising agency, agency, announcement, Business, Marketing, russian