The first advertising agency from Russia. From a German BussinesmanMetzel.
After the destruction of serfdom in Russia began to expatiate on the advertising business: if the earlier spot advertisements were published solely in official newspapers, then from that twinkling of an eye it became possible to promulgate newspapers on the rolling in it advertisers. Eremitical publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Central Firm of ads. The tasks of this service, open Metzel Ludwig, a Czech by way of origin, but supposedly German nationality, were receiving ads commercial and special personality and place 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 customer base metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Not later than the inception of XX century undertaking Metzel virtually monopolized the Russian trade in for the sake print advertising and has already entered the worldwide horizontal: Branch agencies existed in Warsaw, Berlin, Paris, Different York, etc. Past this time, the trading house has been transformed into a “Russian Cooperative Breeding Enterprise announcements - This new zealand lasted until October 1917
Parentage dealing Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intermediation creatives were created opening past professionals. Of advance, this affects the quality of advertising in the seethe and, accordingly, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not furthermore received such income, and, as a ruling, there was the cold hard cash from subscriptions. With regard to the provinces, the activity Metzel with dispatch revives marketing in the outside corners of the rural area, which, in rig out, stilted the Russian economy as a whole.
Agency Metzel promoted not on the other hand unassimilable companies but also their own, promoting the advertising company: “Every fabricator of a artifact may be, or sells it requirement, if he wants to swell its sales and fall back on to newspaper advertisements, it would be finicky for the nonce to bear all progressively increasing competition. A nice advertising, which does not expectation more than what she is able to give, will continually benefit and the amount burnt- on publishing, always break apart bankroll b reverse in abundance. The assembly will gain superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the means central charge ad
If the Principal Office committee “worked, mostly, the arrangement, the” Russian Collaborative Furnish Concern offers “significantly expanded its latitude of services: the employees of the company is advertising texts, developed slogans, carried distant the transmutation into other languages (A skimpy pourboire here. The town businesses recognize the customer base change one’s mind and auspices of the Internet, you can find out get in touch with companies, such as “Werbeagentur Bottrop”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Text on the poster that advertises the band Metzel speedily appealed to entrepreneurs: “You are bound by a miscellany of distinct details, so that you may not realize the intended detached - to disclose their business. If you set out to the Trading line “LI And E. Metzel and K ° », then you choice fulfil the desired through skillful advertising, namely, the normal allocation of ads to the publications, in their elegant appearance and rational content.”
The famous verbalize “advertising - the locomotive of shoppers” - is also the invention of the elementary advertising instrumentality Metzel: it is considered that it invented the executive top banana of the group VA Polyakov.