The earliest advertising agency in Russia. From a German Bussinesman Ludwig Metzel.
After the abolition of serfdom in Russia began to expatiate on the advertising traffic: if the earlier bulletin advertisements were published only in true newspapers, then from that tick it became possible to advertise newspapers on the hard cash advertisers. Undisclosed publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Median Appointment of ads. The tasks of this office, extensive Metzel Ludwig, a Czech by way of origin, but rumour has it German pedigree, were receiving ads commercial and secluded constitution and appropriate them in the press. Of headway, initially Metzel worked predominately with the provincial editions, but later his case went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his duty was transformed into a “Trading House L. and E. Metzel and K °».
By the inception of XX century enterprise Metzel less monopolized the Russian trade in in behalf of text advertising and has already entered the international level: Branch agencies existed in Warsaw, Berlin, Paris, Different York, etc. During this schedule, the trading legislative body has been transformed into a “Russian Cooperative Stock Companionship announcements - This fellowship lasted until October 1917
M‚nage responsibility Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising force creatives were created first by way of professionals. Of advance, this affects the quality of advertising in the press and, consequently, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not so far received such income, and, as a ruling, there was the cold hard cash from subscriptions. With observe to the provinces, the occupation Metzel quickly revives dealings in the alien corners of the wilderness, which, in turn, studied the Russian succinctness as a whole.
Agency Metzel promoted not only extraneous companies but also their own, promoting the advertising province: “Every fabricator of a consequence may be, or sells it requirement, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be unmanageable for the nonce to hold out against all progressively increasing competition. A clean advertising, which does not promise more than what she is able to sacrifice, desire always extras and the amount used up on publishing, forever upon back in abundance. The theatre troupe will earn stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the means central charge ad
If the Main Department lodge “worked, mostly, the location, the” Russian Shared Furnish Company offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried distant the transmutation into other languages (A little pourboire here. The peculiar businesses know the customer base better and through the Internet, you can tumble to association companies, such as “Werbeagentur Rheinberg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Verse on the poster that advertises the company Metzel speedily appealed to entrepreneurs: “You are bound by a mob of different details, so that you may not fulfil the intended detached - to age their business. If you go to the Trading dynasty “LI And E. Metzel and K ° », then you will achieve the desired through skillful advertising, namely, the usual allocation of ads to the publications, in their grand advent and rational content.”
The notable verbalize “advertising - the apparatus of swap” - is also the origination of the first advertising instrumentality Metzel: it is considered that it invented the executive top banana of the troop VA Polyakov.