The earliest advertising agency from Russia. From a German Bussinesman Metzel.
After the destruction of serfdom in Russia began to bare the advertising question: if the earlier bulletin advertisements were published solely in licensed newspapers, then from that two shakes of a lamb’s tail it became admissible to advertise newspapers on the money advertisers. Private publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Office of ads. The tasks of this responsibility, extensive Metzel Ludwig, a Czech by origin, but presumably German pedigree, were receiving ads commercial and private nature and standing them in the press. Of headway, initially Metzel worked primarily with the insular editions, but later his occurrence went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading Brothel L. and E. Metzel and K °».
By the source of XX century daring Metzel nearly monopolized the Russian market for pull a proof pix advertising and has already entered the intercontinental horizontal: Arm agencies existed in Warsaw, Berlin, Paris, New York, etc. During this ever, the trading house has been transformed into a “Russian Juncture Sheep Companionship announcements - This company lasted until October 1917
Family affair Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intercession creatives were created in front by way of professionals. Of advance, this affects the quality of advertising in the seethe and, accordingly, on its effectiveness. On the other part, to Metzel Russian tightly has not so far received such takings, and, as a rule, there was the long green from subscriptions. With regard to the provinces, the activity Metzel with dispatch revives trade in the outside corners of the wilderness, which, in turn, studied the Russian thriftiness as a whole.
Mechanism Metzel promoted not only imported companies but also their own, promoting the advertising province: “Every producer of a work may be, or sells it requirement, if he wants to extend its sales and remedy have recourse to to newspaper advertisements, it would be difficult now to bear all progressively increasing competition. A nice advertising, which does not guarantee more than what she is qualified to sacrifice, determination continually extras and the amount used up on publishing, always break apart back in abundance. The company commitment acquire prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the agency inside office ad
If the Main Service advisers aboard “worked, mostly, the placement, the” Russian Shared Stock Company offers “significantly expanded its gamut of services: the employees of the partnership is advertising texts, developed slogans, carried for all to see the dispatch into other languages (A little tip-off here. The local businesses recognize the shop more intelligent and auspices of the Internet, you can find contact companies, such as “Werbeagentur Bottrop”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Text on the circular that advertises the gathering Metzel promptly appealed to entrepreneurs: “You are forced next to a mob of distinct details, so that you may not get the intended detached - to age their business. If you go to the Trading house “LI And E. Metzel and K ° », then you choice win the desired by way of skillful advertising, namely, the usual allocation of ads to the publications, in their select advent and inductive content.”
The notable phrase “advertising - the locomotive of mercantilism” - is also the development of the earliest advertising agency Metzel: it is considered that it invented the top banana top banana of the troop VA Polyakov.
Tags: Advertising, advertising agency, agency, announcement, Business, Marketing, russian