The beginning advertising force from Russia. From a German Bussinesman Metzel.
After the abolition of serfdom in Russia began to bare the advertising business: if the earlier notice advertisements were published solely in licensed newspapers, then from that twinkling of an eye it became reasonable to advertise newspapers on the rolling in it advertisers. Eremitical publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Responsibility of ads. The tasks of this responsibility, open Metzel Ludwig, a Czech by way of birth, but supposedly German pedigree, were receiving ads commercial and non-public character and appropriate them in the press. Of practice, initially Metzel worked primarily with the loutish editions, but later his case went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his duty was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Not later than the source of XX century enterprise Metzel substantially monopolized the Russian sell in behalf of pull a proof pix advertising and has already entered the ecumenical level: Branch agencies existed in Warsaw, Berlin, Paris, New York, etc. Not later than this perpetually, the trading auditorium has been transformed into a “Russian Cooperative Source Companionship announcements - This suite lasted until October 1917
Family affair Metzel contributed to the condition of civil advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising force creatives were created elementary past professionals. Of dispatch, this affects the quality of advertising in the impel and, as a result, on its effectiveness. On the other guardianship, to Metzel Russian press has not yet received such gains, and, as a practice, there was the cold hard cash from subscriptions. With on to the provinces, the activity Metzel with dispatch revives dealings in the alien corners of the wilderness, which, in rig out, studied the Russian economy as a whole.
Agency Metzel promoted not at best extraneous companies but also their own, promoting the advertising business: “Every fabricator of a artifact may be, or sells it must, if he wants to swell its sales and fall back on to newspaper advertisements, it would be demanding instantly to bear all progressively increasing competition. A nice advertising, which does not promise more than what she is qualified to give, will in perpetuity benefit and the amount spent on publishing, perpetually into underwrite in abundance. The theatre troupe commitment acquire stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the agency main office ad
If the Prime Department committee “worked, mostly, the location, the” Russian Shared Furnish Retinue offers “significantly expanded its gamut of services: the employees of the retinue is advertising texts, developed slogans, carried out the transmutation into other languages (A skimpy pourboire here. The regional businesses recognize the customer base more intelligent and through the Internet, you can find out association companies, such as “Werbeagentur Hattingen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Paragraph on the broadsheet that advertises the gathering Metzel later on appealed to entrepreneurs: “You are bound beside a miscellany of distinct details, so that you may not realize the intended even-handed - to originate their business. If you decline to the Trading house “LI And E. Metzel and K ° », then you choice achieve the desired because of skillful advertising, namely, the usual allocation of ads to the publications, in their elegant advent and inductive content.”
The famous phrase “advertising - the apparatus of swap” - is also the conception of the elementary advertising agency Metzel: it is considered that it invented the government director of the company VA Polyakov.