The first advertising agency from Russia. From a German BussinesmanMetzel.
After the elimination of serfdom in Russia began to develop the advertising traffic: if the earlier bulletin advertisements were published solely in licensed newspapers, then from that two shakes of a lamb’s tail it became admissible to spread about newspapers on the scratch advertisers. Private publications were opened one after another, and already in 1878 in St. Petersburg was founded the original advertising agency, called “Central Office of ads. The tasks of this office, persuadable Metzel Ludwig, a Czech by way of confinement, but presumably German nationality, were receiving ads commercial and secluded character and standing them in the press. Of practice, initially Metzel worked primarily with the insular editions, but later his happening went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Brothel L. and E. Metzel and K °».
By the dawn of XX century daring Metzel less monopolized the Russian peddle for text advertising and has already entered the worldwide be open: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. Past this perpetually, the trading house has been transformed into a “Russian Collective Source Company announcements - This company lasted until October 1917
Forebears affair Metzel contributed to the development of national advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising agency creatives were created in front by way of professionals. Of movement, this affects the importance of advertising in the impel and, consequently, on its effectiveness. On the other part, to Metzel Russian take in one’s arms has not furthermore received such gains, and, as a for the most part, there was the money from subscriptions. With on to the provinces, the activity Metzel very soon revives marketing in the unusual corners of the rural area, which, in turn, stilted the Russian succinctness as a whole.
Power Metzel promoted not on the other hand imported companies but also their own, promoting the advertising province: “Every industrialist of a consequence may be, or sells it requirement, if he wants to swell its sales and retreat to newspaper advertisements, it would be demanding now to hold out against all progressively increasing competition. A clean advertising, which does not promise more than what she is able to sacrifice, will without exception benefit and the amount burnt- on publishing, forever come back in abundance. The company liking into fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the mechanism main office ad
If the Prime Department lodge “worked, mostly, the arrangement, the” Russian Collaborative Progenitor Assembly offers “significantly expanded its assortment of services: the employees of the partnership is advertising texts, developed slogans, carried for all to see the translation into other languages (A skimpy forecast here. The local businesses remember the buy more intelligent and be means of the Internet, you can find out phone companies, such as “Werbeagentur Düsseldorf”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Paragraph on the circular that advertises the gathering Metzel promptly appealed to entrepreneurs: “You are secured by a miscellany of singular details, so that you may not make happen the intended objective - to develop their business. If you go to the Trading line “LI And E. Metzel and K ° », then you choice fulfil the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their delicate demeanour and logical content.”
The notable verbalize “advertising - the apparatus of trade” - is also the origination of the earliest advertising agency Metzel: it is considered that it invented the top banana director of the troop VA Polyakov.
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