The beginning advertising agency in Russia. From a German BussinesmanMetzel.
After the destruction of serfdom in Russia began to develop the advertising responsibility: if the earlier bulletin advertisements were published sole in stiff newspapers, then from that tick it became reasonable to advertise 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 “Median Firm of ads. The tasks of this responsibility, persuadable Metzel Ludwig, a Czech at hand origin, but presumably German pedigree, were receiving ads commercial and secluded personality and place them in the press. Of practice, initially Metzel worked basically with the loutish editions, but later his example in any event went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Enterprise L. and E. Metzel and K °».
By the beginning of XX century vigour Metzel nearly monopolized the Russian market for the sake copy advertising and has already entered the ecumenical au fait with: Arm agencies existed in Warsaw, Berlin, Paris, Further York, etc. Past this schedule, the trading auditorium has been transformed into a “Russian Cooperative Stock Companionship announcements - This company lasted until October 1917
M‚nage dealing Metzel contributed to the occurrence of governmental advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intermediation creatives were created first by way of professionals. Of dispatch, this affects the je sais quoi of advertising in the press and, as a result, on its effectiveness. On the other conspiringly, to Metzel Russian clasp has not yet received such proceeds, and, as a ruling, there was the cold hard cash from subscriptions. With regard to the provinces, the venture Metzel quickly revives trade in the remote corners of the wilderness, which, in shift, stilted the Russian thriftiness as a whole.
Mechanism Metzel promoted not on the other hand foreign companies but also their own, promoting the advertising province: “Every fabricator of a work may be, or sells it ought to, if he wants to extend its sales and remedy have recourse to to newspaper advertisements, it would be finicky now to suffer all progressively increasing competition. A clean advertising, which does not probability more than what she is gifted to award, desire in perpetuity allowances and the amount spent on publishing, each time come endorse in abundance. The group purpose into prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the means important chore ad
If the Main Section committee “worked, mostly, the arrangement, the” Russian Shared Progenitor Concern offers “significantly expanded its latitude of services: the employees of the retinue is advertising texts, developed slogans, carried out the transformation into other languages (A skimpy tip here. The peculiar businesses remember the shop healthier and by the Internet, you can ascertain get in touch with companies, such as “Werbeagentur Leverkusen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Primer on the announcement that advertises the company Metzel directly appealed to entrepreneurs: “You are secured beside a swarms of distinct details, so that you may not fulfil the intended even-handed - to disclose their business. If you decline to the Trading line “LI And E. Metzel and K ° », then you will win the desired throughout skillful advertising, namely, the normal allocation of ads to the publications, in their elegant appearance and inductive content.”
The well-known adjectival phrase “advertising - the apparatus of trade” - is also the conception of the earliest advertising force Metzel: it is considered that it invented the top banana top banana of the company VA Polyakov.
Tags: Advertising, advertising agency, agency, announcement, Business, Marketing, russian