The earliest advertising agency from Russia. From a German Bussinesman Ludvig .
After the elimination of serfdom in Russia began to amplify the advertising question: if the earlier notice advertisements were published sole in official newspapers, then from that two shakes of a lamb’s tail it became reachable to advertise newspapers on the rolling in it advertisers. Private publications were opened bromide after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Central Office of ads. The tasks of this service, extensive Metzel Ludwig, a Czech alongside origin, but presumably German nationality, were receiving ads commercial and private constitution and task them in the press. Of headway, initially Metzel worked initially with the provincial 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 House L. and E. Metzel and K °».
Not later than the source of XX century daring Metzel virtually monopolized the Russian market in behalf of copy advertising and has already entered the worldwide horizontal: Arm agencies existed in Warsaw, Berlin, Paris, Further York, etc. During this time, the trading house has been transformed into a “Russian Joint Source Company announcements - This fellowship lasted until October 1917
Family affair Metzel contributed to the event of civil advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising force creatives were created opening past professionals. Of dispatch, this affects the importance of advertising in the press and, accordingly, on its effectiveness. On the other hand, to Metzel Russian clasp has not so far received such takings, and, as a for the most part, there was the cold hard cash from subscriptions. With heed to the provinces, the liveliness Metzel with dispatch revives clientele in the alien corners of the country, which, in turn, stilted the Russian economy as a whole.
Intercession Metzel promoted not at best foreign companies but also their own, promoting the advertising business: “Every manufacturer of a artifact may be, or sells it ought to, if he wants to increase its sales and fall back on to newspaper advertisements, it would be unmanageable instantly to withstand all progressively increasing competition. A tasteful advertising, which does not promise more than what she is masterful to award, determination continually benefit and the amount consumed on publishing, forever into underwrite in abundance. The assembly will gain fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the agency central workplace ad
If the Principal Department board “worked, mostly, the placing, the” Russian Communal Progenitor Assembly offers “significantly expanded its latitude of services: the employees of the partnership is advertising texts, developed slogans, carried distant the transformation into other languages (A skimpy forecast here. The town businesses remember the market change one’s mind and by the Internet, you can ascertain contact companies, such as “Werbeagentur Essen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Paragraph on the poster that advertises the guests Metzel speedily appealed to entrepreneurs: “You are secured by a mass of different details, so that you may not realize the intended detached - to age their business. If you decline to the Trading dynasty “LI And E. Metzel and K ° », then you order fulfil the desired through skillful advertising, namely, the right allocation of ads to the publications, in their elegant advent and sound content.”
The illustrious phrase “advertising - the machine of mercantilism” - is also the development of the elementary advertising activity Metzel: it is considered that it invented the government overseer of the group VA Polyakov.
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