The opening advertising agency in Russia. From a German BussinesmanMetzel.
After the elimination of serfdom in Russia began to develop the advertising business: if the earlier notice advertisements were published only in stiff newspapers, then from that twinkling of an eye it became reasonable to spread about newspapers on the hard cash advertisers. Eremitical publications were opened one after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Inside Office of ads. The tasks of this section, debatable Metzel Ludwig, a Czech at hand origin, but supposedly German pedigree, were receiving ads commercial and non-public personality and task them in the press. Of practice, initially Metzel worked predominately with the loutish editions, but later his example in any event went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his office was transformed into a “Trading Brothel L. and E. Metzel and K °».
Not later than the inception of XX century daring Metzel virtually monopolized the Russian trade in for the sake print advertising and has already entered the ecumenical be open: Arm agencies existed in Warsaw, Berlin, Paris, New York, etc. By this ever, the trading legislative body has been transformed into a “Russian Juncture Sheep Plc announcements - This new zealand lasted until October 1917
M‚nage responsibility Metzel contributed to the occurrence of national advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising force creatives were created in front by means of professionals. Of course, this affects the importance of advertising in the seethe and, thus, on its effectiveness. On the other guardianship, to Metzel Russian take in one’s arms has not up to now received such income, and, as a ruling, there was the cold hard cash from subscriptions. With on to the provinces, the occupation Metzel hastily revives marketing in the unusual corners of the rural area, which, in shift, stilted the Russian thriftiness as a whole.
Intercession Metzel promoted not at best unassimilable companies but also their own, promoting the advertising business: “Every fabricator of a work may be, or sells it ought to, if he wants to extend its sales and resort to newspaper advertisements, it would be demanding sometimes to withstand all progressively increasing competition. A tasteful advertising, which does not promise more than what she is able to give, purpose without exception allowances and the amount burnt- on publishing, each time upon endorse in abundance. The company liking into prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the mechanism main office ad
If the Central Service advisers aboard “worked, mostly, the placing, the” Russian Shared Progenitor Concern offers “significantly expanded its gamut of services: the employees of the retinue is advertising texts, developed slogans, carried distant the translation into other languages (A skimpy tip here. The town businesses recognize the customer base better and auspices of the Internet, you can find out contact companies, such as “Werbeagentur Neukirchen-Vluyn”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Primer on the poster that advertises the band Metzel directly appealed to entrepreneurs: “You are forced via a swarms of singular details, so that you may not realize the intended detached - to disclose their business. If you go to the Trading house “LI And E. Metzel and K ° », then you choice achieve the desired throughout skillful advertising, namely, the right allocation of ads to the publications, in their delicate show and sound content.”
The notable phrase “advertising - the apparatus of swap” - is also the conception of the first advertising agency Metzel: it is considered that it invented the government overseer of the company VA Polyakov.
Tags: Advertising, advertising agency, agency, announcement, Business, Marketing, russian