The earliest advertising intercession in Russia. From a German Bussinesman Ludwig Metzel.
After the destruction of serfdom in Russia began to bare the advertising question: if the earlier announcement advertisements were published sole in licensed newspapers, then from that moment it became reachable to promulgate newspapers on the rolling in it advertisers. Off the record publications were opened bromide after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Central Firm of ads. The tasks of this responsibility, persuadable Metzel Ludwig, a Czech by way of origin, but rumour has it German nationality, were receiving ads commercial and secluded nature and appropriate them in the press. Of practice, initially Metzel worked predominately with the loutish editions, but later his happening went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his office was transformed into a “Trading Brothel L. and E. Metzel and K °».
Nigh the inception of XX century undertaking Metzel virtually monopolized the Russian sell in behalf of print advertising and has already entered the ecumenical horizontal: Section agencies existed in Warsaw, Berlin, Paris, New York, etc. Past this ever, the trading legislative body has been transformed into a “Russian Juncture Breeding Companionship announcements - This suite lasted until October 1917
M‚nage business Metzel contributed to the event of national advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intercession creatives were created in front by means of professionals. Of dispatch, this affects the quality of advertising in the seethe and, accordingly, on its effectiveness. On the other conspiringly, to Metzel Russian press has not up to now received such proceeds, and, as a rule, there was the money from subscriptions. With heed to the provinces, the liveliness Metzel quickly revives marketing in the remote corners of the rural area, which, in rig out, non-natural the Russian conservatism as a whole.
Agency Metzel promoted not only 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 snowball its sales and retreat to newspaper advertisements, it would be unmanageable instantly to bear all progressively increasing competition. A clean advertising, which does not promise more than what she is masterful to consign, will without exception extras and the amount used up on publishing, forever come underwrite in abundance. The group purpose gain stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the mechanism inside chore ad
If the Central Office board “worked, mostly, the arrangement, the” Russian Joint Progenitor Company 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 youthful tip-off here. The local businesses recognize the buy healthier and auspices of the Internet, you can tumble to get in touch with companies, such as “Werbeagentur Heiligenhaus”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Verse on the announcement that advertises the band Metzel promptly appealed to entrepreneurs: “You are bound by a mob of out of the ordinary details, so that you may not realize the intended unbigoted - to age their business. If you set out to the Trading line “LI And E. Metzel and K ° », then you will win the desired because of skillful advertising, namely, the right allocation of ads to the publications, in their select appearance and sound content.”
The notable verbalize “advertising - the machine of trade” - is also the invention of the earliest advertising activity Metzel: it is considered that it invented the executive overseer of the troop VA Polyakov.
Tags: Advertising, advertising agency, agency, announcement, Business, Marketing, russian