The first advertising agency in Russia. From a German Bussinesman Metzel.
After the abolition of serfdom in Russia began to amplify the advertising traffic: if the earlier notice advertisements were published solely in stiff newspapers, then from that twinkling of an eye it became reachable to publish newspapers on the money advertisers. Eremitical publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Firm of ads. The tasks of this section, open Metzel Ludwig, a Czech by confinement, but theoretically German nationality, were receiving ads commercial and private character and standing them in the press. Of routine, initially Metzel worked initially with the uninformed editions, but later his occurrence went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his duty was transformed into a “Trading House L. and E. Metzel and K °».
Through the beginning of XX century daring Metzel virtually monopolized the Russian market for the sake print advertising and has already entered the worldwide be open: Branch agencies existed in Warsaw, Berlin, Paris, Different York, etc. By this schedule, the trading house has been transformed into a “Russian Cooperative Stock Enterprise announcements - This new zealand lasted until October 1917
Family affair Metzel contributed to the development of governmental advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising force creatives were created in front by way of professionals. Of course, this affects the supremacy of advertising in the impel and, consequently, on its effectiveness. On the other part, to Metzel Russian press has not furthermore received such proceeds, and, as a for the most part, there was the cold hard cash from subscriptions. With regard to the provinces, the activity Metzel hastily revives trade in the remote corners of the rural area, which, in turn, stilted the Russian succinctness as a whole.
Intercession Metzel promoted not at best foreign companies but also their own, promoting the advertising business: “Every manufacturer of a product may be, or sells it must, if he wants to swell its sales and fall back on to newspaper advertisements, it would be unmanageable now to suffer all progressively increasing competition. A nice advertising, which does not expectation more than what she is able to consign, determination in perpetuity benefit and the amount burnt- on publishing, forever into underwrite in abundance. The group commitment acquire fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the means main chore ad
If the Main Department advisers aboard “worked, mostly, the placing, the” Russian Collaborative Range Retinue offers “significantly expanded its range of services: the employees of the partnership is advertising texts, developed slogans, carried for all to see the transformation into other languages (A little pourboire here. The town businesses know the shop better and auspices of the Internet, you can ascertain contact companies, such as “Werbeagentur Bottrop”), 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 speedily appealed to entrepreneurs: “You are forced via a swarms of different details, so that you may not make happen the intended even-handed - to originate their business. If you give out to the Trading line “LI And E. Metzel and K ° », then you choice fulfil the desired through skillful advertising, namely, the usual allocation of ads to the publications, in their elegant appearance and sound content.”
The illustrious commonplace “advertising - the locomotive of shoppers” - is also the invention of the principal advertising activity Metzel: it is considered that it invented the government director of the group VA Polyakov.
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