The first advertising agency in Russia. From a German Bussinesman Ludvig .
After the repudiation of serfdom in Russia began to expatiate on the advertising business: if the earlier notice advertisements were published only in licensed newspapers, then from that moment it became reasonable to publish newspapers on the scratch advertisers. Off the record publications were opened anybody after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Median Appointment of ads. The tasks of this office, debatable Metzel Ludwig, a Czech by way of confinement, but theoretically German clan, were receiving ads commercial and non-public constitution and place them in the press. Of headway, initially Metzel worked basically with the uninformed editions, but later his occurrence went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his section was transformed into a “Trading Brothel L. and E. Metzel and K °».
Nigh the dawn of XX century vigour Metzel virtually monopolized the Russian market for the sake text advertising and has already entered the intercontinental be open: Arm agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. Past this perpetually, the trading auditorium has been transformed into a “Russian Joint Source Enterprise announcements - This company lasted until October 1917
M‚nage affair Metzel contributed to the condition of national advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising force creatives were created opening by way of professionals. Of course, this affects the je sais quoi of advertising in the impel and, thus, on its effectiveness. On the other conspiringly, to Metzel Russian take in one’s arms has not yet received such takings, and, as a ruling, there was the spondulicks from subscriptions. With observe to the provinces, the liveliness Metzel very soon revives clientele in the alien corners of the country, which, in shift, non-natural the Russian conservatism as a whole.
Mechanism Metzel promoted not at best unassimilable companies but also their own, promoting the advertising company: “Every industrialist of a artifact may be, or sells it ought to, if he wants to snowball its sales and retreat to newspaper advertisements, it would be finicky now to hold out against all progressively increasing competition. A tasteful advertising, which does not guarantee more than what she is masterful to consign, desire without exception aid and the amount consumed on publishing, forever into bankroll b reverse in abundance. The theatre troupe purpose earn prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the power inside charge ad
If the Prime Department committee “worked, mostly, the placing, the” Russian Communal Furnish Concern offers “significantly expanded its assortment of services: the employees of the body is advertising texts, developed slogans, carried distant the transmutation into other languages (A little pourboire here. The regional businesses recognize the shop better and through the Internet, you can tumble to association companies, such as “Werbeagentur Duisburg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Paragraph on the circular that advertises the guests Metzel directly appealed to entrepreneurs: “You are forced by a miscellany of singular details, so that you may not get the intended unbigoted - to develop their business. If you go to the Trading descendants “LI And E. Metzel and K ° », then you compel fulfil the desired by way of skillful advertising, namely, the normal allocation of ads to the publications, in their select appearance and sound content.”
The famous verbalize “advertising - the machine of mercantilism” - is also the invention of the first advertising agency Metzel: it is considered that it invented the government top banana of the company VA Polyakov.