The first advertising agency in Russia. From a German Bussinesman Ludwig Metzel.
After the elimination of serfdom in Russia began to amplify the advertising responsibility: if the earlier announcement advertisements were published solely in true newspapers, then from that tick it became reachable to publish newspapers on the rolling in it advertisers. Undisclosed publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Firm of ads. The tasks of this responsibility, debatable Metzel Ludwig, a Czech alongside birth, but rumour has it German tribe, were receiving ads commercial and non-public constitution and task them in the press. Of practice, initially Metzel worked predominately with the insular editions, but later his example in any event went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his duty was transformed into a “Trading House L. and E. Metzel and K °».
Through the dawn of XX century undertaking Metzel nearly monopolized the Russian sell for print advertising and has already entered the international horizontal: Branch agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. By this ever, the trading auditorium has been transformed into a “Russian Juncture Breeding Companionship announcements - This company lasted until October 1917
Forebears responsibility Metzel contributed to the occurrence of governmental advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intercession creatives were created in front by means of professionals. Of course, this affects the je sais quoi of advertising in the cleave to and, consequently, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not furthermore received such income, and, as a rule, there was the cold hard cash from subscriptions. With heed to the provinces, the venture Metzel very soon revives marketing in the alien corners of the country, which, in turn, affected the Russian succinctness as a whole.
Power Metzel promoted not on the other hand unassimilable companies but also their own, promoting the advertising business: “Every manufacturer of a consequence may be, or sells it must, if he wants to extend its sales and resort to newspaper advertisements, it would be unmanageable sometimes to bear all progressively increasing competition. A clean advertising, which does not guarantee more than what she is qualified to give, will always benefit and the amount burnt- on publishing, perpetually into endorse in abundance. The theatre troupe purpose acquire prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the power central office ad
If the Principal Department board “worked, mostly, the placement, the” Russian Communal Progenitor Retinue offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried free the dispatch into other languages (A little tip here. The local businesses remember the shop change one’s mind and be means of the Internet, you can ascertain contact companies, such as “Werbeagentur Köln”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Verse on the announcement that advertises the gathering Metzel promptly appealed to entrepreneurs: “You are forced by a mass of singular details, so that you may not fulfil the intended unbigoted - to develop their business. If you give out to the Trading house “LI And E. Metzel and K ° », then you will achieve the desired through skillful advertising, namely, the right allocation of ads to the publications, in their delicate demeanour and sound content.”
The famous phrase “advertising - the apparatus of swap” - is also the invention of the elementary advertising activity Metzel: it is considered that it invented the government the man of the partnership VA Polyakov.