The opening advertising agency in Russia. From a German Bussinesman Ludwig Metzel.
After the destruction of serfdom in Russia began to expatiate on the advertising responsibility: if the earlier notice advertisements were published sole in official newspapers, then from that moment it became reasonable to promulgate newspapers on the rolling in it advertisers. Eremitical publications were opened one after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Important Office of ads. The tasks of this responsibility, persuadable Metzel Ludwig, a Czech alongside origin, but presumably German nationality, were receiving ads commercial and special nature and appropriate them in the press. Of routine, initially Metzel worked predominately with the loutish 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 section was transformed into a “Trading Enterprise L. and E. Metzel and K °».
By the beginning of XX century vigour Metzel nearly monopolized the Russian trade in in behalf of text advertising and has already entered the international be open: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. During this perpetually, the trading house has been transformed into a “Russian Cooperative Sheep Enterprise announcements - This suite lasted until October 1917
Parentage dealing Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intermediation creatives were created elementary by means of professionals. Of dispatch, this affects the quality of advertising in the impel and, as a result, on its effectiveness. On the other hand, to Metzel Russian press has not so far received such takings, and, as a ruling, there was the cold hard cash from subscriptions. With heed to the provinces, the activity Metzel hastily revives marketing in the remote corners of the rural area, which, in rig out, stilted the Russian succinctness as a whole.
Power Metzel promoted not merely imported companies but also their own, promoting the advertising vocation: “Every manufacturer of a consequence may be, or sells it must, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be demanding instantly to hold out against all progressively increasing competition. A tasteful advertising, which does not guarantee more than what she is gifted to sacrifice, determination in perpetuity benefit and the amount burnt- on publishing, each time into endorse in abundance. The theatre troupe will into superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the mechanism inside chore ad
If the Prime Section lodge “worked, mostly, the location, the” Russian Collaborative Furnish Company offers “significantly expanded its latitude of services: the employees of the body is advertising texts, developed slogans, carried distant the transformation into other languages (A skimpy pourboire here. The local businesses remember the customer base healthier and be means of the Internet, you can find contact companies, such as “Werbeagentur Dinslaken”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Paragraph on the poster that advertises the band Metzel directly appealed to entrepreneurs: “You are forced via a miscellany of different details, so that you may not make happen the intended even-handed - to develop their business. If you give out to the Trading house “LI And E. Metzel and K ° », then you compel win the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their select advent and inductive content.”
The illustrious commonplace “advertising - the engine of trade” - is also the invention of the first advertising activity Metzel: it is considered that it invented the top banana director of the company VA Polyakov.