The first advertising agency in Russia. From a German Bussinesman Ludwig Metzel.
After the destruction of serfdom in Russia began to amplify the advertising business: if the earlier spot advertisements were published sole in official newspapers, then from that tick it became reachable to advertise newspapers on the scratch advertisers. Off the record publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Median Office of ads. The tasks of this service, open Metzel Ludwig, a Czech by origin, but theoretically German nationality, were receiving ads commercial and secluded character and appropriate them in the press. Of routine, initially Metzel worked initially with the provincial editions, but later his example in any event went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his office was transformed into a “Trading House L. and E. Metzel and K °».
Not later than the source of XX century vigour Metzel virtually monopolized the Russian peddle recompense copy advertising and has already entered the worldwide be open: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. Past this time, the trading legislative body has been transformed into a “Russian Collective Sheep Company announcements - This company lasted until October 1917
Forebears dealing Metzel contributed to the event of governmental advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising force creatives were created in front past professionals. Of movement, this affects the supremacy of advertising in the impel and, consequently, on its effectiveness. On the other hand, to Metzel Russian tightly has not up to now received such takings, and, as a practice, there was the money from subscriptions. With heed to the provinces, the liveliness Metzel very soon revives marketing in the unusual corners of the country, which, in turn, non-natural the Russian succinctness as a whole.
Intercession Metzel promoted not at best unassimilable companies but also their own, promoting the advertising vocation: “Every manufacturer of a product may be, or sells it must, if he wants to swell its sales and resort to newspaper advertisements, it would be finicky sometimes to withstand all progressively increasing competition. A clean advertising, which does not guarantee more than what she is masterful to award, desire always extras and the amount burnt- on publishing, always into underwrite in abundance. The assembly purpose earn prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the means inside workplace ad
If the Prime Department committee “worked, mostly, the placing, the” Russian Collaborative Progenitor Assembly offers “significantly expanded its gamut of services: the employees of the partnership is advertising texts, developed slogans, carried distant the dispatch into other languages (A skimpy tip-off here. The local businesses know the market healthier and by the Internet, you can find out contact companies, such as “Werbeagentur Oberhausen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Primer on the broadsheet that advertises the band Metzel later on appealed to entrepreneurs: “You are secured by a miscellany of singular details, so that you may not get the intended even-handed - to disclose their business. If you set out to the Trading descendants “LI And E. Metzel and K ° », then you will achieve the desired by way of skillful advertising, namely, the right allocation of ads to the publications, in their grand show and inductive content.”
The illustrious commonplace “advertising - the machine of swap” - is also the development of the first advertising activity Metzel: it is considered that it invented the top banana top banana of the company VA Polyakov.