The opening advertising agency in Russia. From a German Bussinesman Metzel.
After the repudiation of serfdom in Russia began to amplify the advertising question: if the earlier spot advertisements were published exclusive in official newspapers, then from that two shakes of a lamb’s tail it became reachable to promulgate newspapers on the money advertisers. Private publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Responsibility of ads. The tasks of this responsibility, open Metzel Ludwig, a Czech alongside origin, but theoretically German nationality, were receiving ads commercial and special character and place them in the press. Of course, initially Metzel worked predominately with the insular 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 Home L. and E. Metzel and K °».
Through the inception of XX century undertaking Metzel nearly monopolized the Russian trade in recompense pull a proof pix advertising and has already entered the international be open: Limb agencies existed in Warsaw, Berlin, Paris, Further York, etc. Not later than this schedule, the trading house has been transformed into a “Russian Joint Source Enterprise announcements - This fellowship lasted until October 1917
Family responsibility Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising force creatives were created elementary by professionals. Of dispatch, this affects the je sais quoi of advertising in the seethe and, as a result, on its effectiveness. On the other hand, to Metzel Russian tightly has not up to now received such income, and, as a ruling, there was the long green from subscriptions. With regard to the provinces, the activity Metzel hastily revives clientele in the unusual corners of the wilderness, which, in rig out, non-natural the Russian conservatism as a whole.
Power Metzel promoted not at best imported companies but also their own, promoting the advertising vocation: “Every fabricator of a work may be, or sells it ought to, if he wants to extend its sales and remedy have recourse to to newspaper advertisements, it would be difficult sometimes to hold out against all progressively increasing competition. A decent advertising, which does not probability more than what she is able to give, desire without exception allowances and the amount consumed on publishing, forever come endorse in abundance. The theatre troupe commitment earn prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the means main chore ad
If the Central Department board “worked, mostly, the location, the” Russian Shared Progenitor Retinue offers “significantly expanded its gamut of services: the employees of the company is advertising texts, developed slogans, carried free the translation into other languages (A skimpy tip-off here. The peculiar businesses differentiate the customer base healthier and through the Internet, you can ascertain association companies, such as “Werbeagentur Neuss”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Primer on the poster that advertises the band Metzel speedily appealed to entrepreneurs: “You are doomed beside 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 order achieve the desired throughout skillful advertising, namely, the usual allocation of ads to the publications, in their delicate show and logical content.”
The illustrious phrase “advertising - the engine of swap” - is also the development of the earliest advertising activity Metzel: it is considered that it invented the top banana director of the group VA Polyakov.
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