The first advertising force in Russia. From a German Bussinesman Ludwig Metzel.
After the repudiation of serfdom in Russia began to develop the advertising responsibility: if the earlier spot advertisements were published solely in true newspapers, then from that moment it became reachable to publish newspapers on the rolling in it advertisers. Private 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 service, extensive Metzel Ludwig, a Czech by way of origin, but rumour has it German clan, were receiving ads commercial and non-public constitution and standing them in the press. Of routine, initially Metzel worked initially with the loutish editions, but later his happening went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his duty was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Nigh the source of XX century undertaking Metzel substantially monopolized the Russian sell in behalf of print advertising and has already entered the worldwide level: Section agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. By this perpetually, the trading house has been transformed into a “Russian Cooperative Stock Company announcements - This fellowship lasted until October 1917
M‚nage responsibility Metzel contributed to the condition of subject advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising agency creatives were created opening by means of professionals. Of course, this affects the supremacy of advertising in the press and, thus, on its effectiveness. On the other guardianship, to Metzel Russian take in one’s arms has not so far received such proceeds, and, as a rule, there was the money from subscriptions. With regard to the provinces, the activity Metzel hastily revives marketing in the outside corners of the boondocks, which, in produce, non-natural the Russian conservatism as a whole.
Intercession Metzel promoted not merely extraneous companies but also their own, promoting the advertising business: “Every industrialist of a artifact may be, or sells it requirement, if he wants to snowball its sales and retreat to newspaper advertisements, it would be demanding sometimes to hold out against all progressively increasing competition. A clean advertising, which does not guarantee more than what she is gifted to consign, determination always aid and the amount consumed on publishing, each time break apart bankroll b reverse in abundance. The group will earn prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the power inside chore ad
If the Principal Department lodge “worked, mostly, the location, the” Russian Joint Range Company offers “significantly expanded its assortment of services: the employees of the retinue is advertising texts, developed slogans, carried for all to see the transformation into other languages (A little tip here. The local businesses differentiate the shop more intelligent and by the Internet, you can find get in touch with companies, such as “Werbeagentur Wesel”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Primer on the announcement that advertises the band Metzel directly appealed to entrepreneurs: “You are secured beside a mob of singular details, so that you may not fulfil the intended objective - to disclose their business. If you go to the Trading line “LI And E. Metzel and K ° », then you will achieve the desired because of skillful advertising, namely, the proper allocation of ads to the publications, in their delicate demeanour and rational content.”
The notable phrase “advertising - the apparatus of mercantilism” - is also the origination of the elementary advertising activity Metzel: it is considered that it invented the top banana director of the company VA Polyakov.
Tags: Advertising, advertising agency, agency, announcement, Business, Marketing, russian