The beginning advertising intercession from Russia. From a German Bussinesman Metzel.
After the repudiation of serfdom in Russia began to expatiate on the advertising traffic: if the earlier notice advertisements were published solely in licensed newspapers, then from that two shakes of a lamb’s tail it became possible to spread about newspapers on the hard cash advertisers. Undisclosed 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, debatable Metzel Ludwig, a Czech by way of birth, but rumour has it German tribe, were receiving ads commercial and special personality and standing them in the press. Of course, initially Metzel worked basically with the uninformed editions, but later his occurrence went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Brothel L. and E. Metzel and K °».
By the source of XX century daring Metzel virtually monopolized the Russian sell for copy advertising and has already entered the worldwide au fait with: Branch agencies existed in Warsaw, Berlin, Paris, New York, etc. Not later than this perpetually, the trading house has been transformed into a “Russian Cooperative Stock Plc announcements - This company lasted until October 1917
Forebears responsibility Metzel contributed to the occurrence of subject advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intercession creatives were created first by professionals. Of movement, this affects the supremacy of advertising in the press and, thus, on its effectiveness. On the other part, to Metzel Russian clasp has not furthermore received such income, and, as a ruling, there was the cold hard cash from subscriptions. With regard to the provinces, the venture Metzel very soon revives trade in the alien corners of the boondocks, which, in shift, non-natural the Russian thriftiness as a whole.
Agency Metzel promoted not only foreign companies but also their own, promoting the advertising business: “Every fabricator of a product may be, or sells it have to, if he wants to extend its sales and retreat to newspaper advertisements, it would be difficult now to hold out against all progressively increasing competition. A nice advertising, which does not guarantee more than what she is gifted to award, purpose always allowances and the amount spent on publishing, always upon underwrite in abundance. The group liking into stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the agency important office ad
If the Prime Office board “worked, mostly, the placing, the” Russian Collaborative Progenitor Assembly offers “significantly expanded its latitude of services: the employees of the retinue is advertising texts, developed slogans, carried free the transmutation into other languages (A lilliputian tip here. The town businesses differentiate the shop change one’s mind and through the Internet, you can tumble to association companies, such as “Werbeagentur Viersen”), 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 gathering Metzel speedily appealed to entrepreneurs: “You are forced via a mass of out of the ordinary details, so that you may not make happen the intended detached - to disclose their business. If you decline to the Trading house “LI And E. Metzel and K ° », then you compel achieve the desired because of skillful advertising, namely, the normal allocation of ads to the publications, in their elegant demeanour and rational content.”
The well-known commonplace “advertising - the machine of mercantilism” - is also the origination of the earliest advertising activity Metzel: it is considered that it invented the executive the man of the partnership VA Polyakov.