The first advertising force from Russia. From a German Bussinesman Ludwig Metzel.
After the repudiation of serfdom in Russia began to develop the advertising responsibility: if the earlier notice advertisements were published sole in true newspapers, then from that tick it became possible to promulgate newspapers on the hard cash advertisers. Off the record publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Firm of ads. The tasks of this office, open Metzel Ludwig, a Czech by confinement, but supposedly German nationality, were receiving ads commercial and private personality and place them in the press. Of routine, initially Metzel worked basically with the provincial editions, but later his occurrence went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading Brothel L. and E. Metzel and K °».
By the beginning of XX century undertaking Metzel substantially monopolized the Russian peddle for the sake text advertising and has already entered the worldwide level: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. Past this perpetually, the trading house has been transformed into a “Russian Collective Source Plc announcements - This suite lasted until October 1917
Parentage dealing Metzel contributed to the condition of national advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intercession creatives were created first by way of professionals. Of advance, this affects the je sais quoi of advertising in the seethe and, thus, on its effectiveness. On the other part, to Metzel Russian clasp has not up to now received such income, and, as a for the most part, there was the spondulicks from subscriptions. With heed to the provinces, the venture Metzel very soon revives dealings in the unusual corners of the country, which, in rig out, stilted the Russian thriftiness as a whole.
Agency Metzel promoted not only extraneous companies but also their own, promoting the advertising province: “Every industrialist of a artifact may be, or sells it ought to, if he wants to extend its sales and retreat to newspaper advertisements, it would be finicky instantly to hold out against all progressively increasing competition. A nice advertising, which does not promise more than what she is gifted to sacrifice, will without exception allowances and the amount used up on publishing, perpetually break apart bankroll b reverse in abundance. The theatre troupe commitment into prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the mechanism main workplace ad
If the Main Office committee “worked, mostly, the arrangement, the” Russian Shared Furnish Concern offers “significantly expanded its latitude of services: the employees of the company is advertising texts, developed slogans, carried distant the dispatch into other languages (A lilliputian tip-off here. The local businesses know the customer base healthier and be means of the Internet, you can find out contact companies, such as “Werbeagentur Issum”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Verse on the circular that advertises the guests Metzel speedily appealed to entrepreneurs: “You are forced next to a miscellany of out of the ordinary details, so that you may not realize the intended objective - to originate their business. If you go to the Trading descendants “LI And E. Metzel and K ° », then you choice win the desired because of skillful advertising, namely, the normal allocation of ads to the publications, in their grand demeanour and sound content.”
The well-known phrase “advertising - the machine of shoppers” - is also the conception of the first advertising activity Metzel: it is considered that it invented the executive overseer of the troop VA Polyakov.