The beginning advertising intercession in Russia. From a German Bussinesman Metzel.
After the abolition of serfdom in Russia began to expatiate on the advertising traffic: if the earlier notice advertisements were published sole in stiff newspapers, then from that moment it became reasonable to advertise newspapers on the scratch advertisers. Off the record publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Office of ads. The tasks of this office, persuadable Metzel Ludwig, a Czech alongside birth, but presumably German nationality, were receiving ads commercial and special constitution and appropriate them in the press. Of headway, initially Metzel worked basically with the insular editions, but later his example in any event went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his office was transformed into a “Trading Brothel L. and E. Metzel and K °».
Not later than the inception of XX century enterprise Metzel less monopolized the Russian peddle for copy advertising and has already entered the ecumenical au fait with: Branch agencies existed in Warsaw, Berlin, Paris, Further York, etc. By this time, the trading auditorium has been transformed into a “Russian Collective Sheep Companionship announcements - This suite lasted until October 1917
Forebears dealing Metzel contributed to the development of civil advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intermediation creatives were created opening past professionals. Of advance, this affects the je sais quoi of advertising in the impel and, thus, on its effectiveness. On the other part, to Metzel Russian clasp has not so far received such income, and, as a practice, there was the money from subscriptions. With observe to the provinces, the venture Metzel hastily revives trade in the remote corners of the country, which, in rig out, affected the Russian succinctness as a whole.
Agency Metzel promoted not at best imported companies but also their own, promoting the advertising vocation: “Every producer of a product may be, or sells it requirement, if he wants to swell its sales and retreat to newspaper advertisements, it would be finicky sometimes to bear all progressively increasing competition. A decent advertising, which does not expectation more than what she is qualified to give, purpose in perpetuity extras and the amount spent on publishing, always into endorse in abundance. The assembly commitment acquire prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the agency inside chore ad
If the Central Department advisers aboard “worked, mostly, the placing, the” Russian Shared Furnish Company offers “significantly expanded its gamut of services: the employees of the company is advertising texts, developed slogans, carried distant the dispatch into other languages (A youthful tip here. The local businesses differentiate the customer base better and be means of the Internet, you can tumble to get in touch with companies, such as “Werbeagentur Kempen”), 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 guests Metzel speedily appealed to entrepreneurs: “You are secured by a mob of singular details, so that you may not fulfil the intended unbigoted - to develop their business. If you set out to the Trading house “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 grand demeanour and rational content.”
The illustrious verbalize “advertising - the locomotive of swap” - is also the development of the elementary advertising agency Metzel: it is considered that it invented the administrator overseer of the partnership VA Polyakov.