The earliest advertising workings in Russia. From a German Bussinesman Metzel.
After the elimination of serfdom in Russia began to develop the advertising question: if the earlier announcement advertisements were published solely in true newspapers, then from that twinkling of an eye it became reasonable to promulgate newspapers on the rolling in it advertisers. Eremitical publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Office of ads. The tasks of this section, extensive Metzel Ludwig, a Czech by birth, but theoretically German tribe, were receiving ads commercial and non-public nature and standing them in the press. Of practice, initially Metzel worked initially with the insular editions, but later his case 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 °».
Nigh the source of XX century daring Metzel less monopolized the Russian market in behalf of print advertising and has already entered the ecumenical au fait with: Arm agencies existed in Warsaw, Berlin, Paris, New York, etc. Not later than this perpetually, the trading auditorium has been transformed into a “Russian Joint Source Plc announcements - This fellowship lasted until October 1917
Forebears business Metzel contributed to the event of subject advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising agency creatives were created in front by means of professionals. Of course, this affects the quality of advertising in the cleave to and, consequently, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not furthermore received such income, and, as a ruling, there was the cold hard cash from subscriptions. With heed to the provinces, the occupation Metzel hastily revives trade in the alien corners of the wilderness, which, in produce, stilted the Russian thriftiness as a whole.
Power Metzel promoted not at best foreign companies but also their own, promoting the advertising vocation: “Every fabricator of a work may be, or sells it must, if he wants to snowball its sales and fall back on to newspaper advertisements, it would be finicky sometimes to suffer all progressively increasing competition. A nice advertising, which does not guarantee more than what she is qualified to give, purpose without exception benefit and the amount used up on publishing, perpetually come endorse in abundance. The group will gain stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the power central charge ad
If the Main Department advisers aboard “worked, mostly, the arrangement, the” Russian Joint Furnish Retinue offers “significantly expanded its gamut of services: the employees of the retinue is advertising texts, developed slogans, carried free the transmutation into other languages (A youthful pourboire here. The peculiar businesses differentiate the market change one’s mind and by the Internet, you can find out phone companies, such as “Werbeagentur Issum”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Primer on the announcement that advertises the band Metzel speedily appealed to entrepreneurs: “You are secured next to a mass of distinct details, so that you may not fulfil the intended unbigoted - to develop their business. If you decline to the Trading descendants “LI And E. Metzel and K ° », then you order achieve the desired because of skillful advertising, namely, the normal allocation of ads to the publications, in their delicate demeanour and logical content.”
The famous phrase “advertising - the engine of shoppers” - is also the development of the first advertising activity Metzel: it is considered that it invented the top banana top banana of the company VA Polyakov.
Tags: Advertising, advertising agency, agency, announcement, Business, Marketing, russian