The first advertising workings from Russia. From a German Bussinesman Ludwig Metzel.
After the destruction of serfdom in Russia began to develop the advertising business: if the earlier bulletin advertisements were published sole in official newspapers, then from that tick it became reasonable to advertise newspapers on the rolling in it advertisers. Off the record publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Responsibility of ads. The tasks of this responsibility, debatable Metzel Ludwig, a Czech at hand origin, but presumably German clan, were receiving ads commercial and special personality and standing them in the press. Of routine, initially Metzel worked initially with the insular editions, but later his occurrence went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his duty was transformed into a “Trading Home L. and E. Metzel and K °».
Nigh the beginning of XX century enterprise Metzel substantially monopolized the Russian market for the sake copy advertising and has already entered the intercontinental level: Branch agencies existed in Warsaw, Berlin, Paris, New York, etc. By this time, the trading house has been transformed into a “Russian Juncture Sheep Companionship announcements - This suite lasted until October 1917
Family dealing Metzel contributed to the condition of governmental advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising agency creatives were created first by way of professionals. Of movement, this affects the quality of advertising in the seethe and, as a result, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not furthermore received such proceeds, and, as a practice, there was the cold hard cash from subscriptions. With on to the provinces, the occupation Metzel very soon revives marketing in the remote corners of the wilderness, which, in shift, stilted the Russian succinctness as a whole.
Agency Metzel promoted not merely extraneous companies but also their own, promoting the advertising vocation: “Every industrialist of a consequence may be, or sells it requirement, if he wants to swell its sales and resort to newspaper advertisements, it would be difficult for the nonce to withstand all progressively increasing competition. A tasteful advertising, which does not guarantee more than what she is qualified to consign, determination in perpetuity benefit and the amount spent on publishing, each time into bankroll b reverse in abundance. The assembly commitment into prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the agency central office ad
If the Principal Office committee “worked, mostly, the placing, the” Russian Collaborative Range Retinue offers “significantly expanded its latitude of services: the employees of the partnership is advertising texts, developed slogans, carried distant the translation into other languages (A little forecast here. The peculiar businesses know the buy healthier and through the Internet, you can tumble to contact companies, such as “Werbeagentur Dinslaken”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Verse on the broadsheet that advertises the guests Metzel promptly appealed to entrepreneurs: “You are secured beside a mob of singular details, so that you may not make happen the intended even-handed - to disclose their business. If you give out to the Trading dynasty “LI And E. Metzel and K ° », then you choice win the desired by way of skillful advertising, namely, the normal allocation of ads to the publications, in their elegant appearance and rational content.”
The famous adjectival phrase “advertising - the engine of shoppers” - is also the development of the first advertising instrumentality Metzel: it is considered that it invented the administrator overseer of the company VA Polyakov.