The earliest advertising force in Russia. From a German Bussinesman Ludwig Metzel.
After the abolition of serfdom in Russia began to develop the advertising business: if the earlier notice advertisements were published only in official newspapers, then from that twinkling of an eye it became admissible to promulgate newspapers on the hard cash advertisers. Private publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Important Appointment of ads. The tasks of this section, open Metzel Ludwig, a Czech by origin, but presumably German pedigree, were receiving ads commercial and non-public character and place 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 office was transformed into a “Trading House L. and E. Metzel and K °».
Not later than the dawn of XX century undertaking Metzel less monopolized the Russian peddle for the sake text advertising and has already entered the international level: Arm agencies existed in Warsaw, Berlin, Paris, Further York, etc. Not later than this time, the trading legislative body has been transformed into a “Russian Juncture Stock Companionship announcements - This company lasted until October 1917
Forebears business Metzel contributed to the occurrence of subject advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intercession creatives were created opening past professionals. Of course, this affects the supremacy of advertising in the seethe and, accordingly, on its effectiveness. On the other hand, to Metzel Russian take in one’s arms has not furthermore received such income, and, as a rule, there was the long green from subscriptions. With regard to the provinces, the activity Metzel with dispatch revives marketing in the remote corners of the rural area, which, in produce, studied the Russian thriftiness as a whole.
Mechanism Metzel promoted not at best unassimilable companies but also their own, promoting the advertising company: “Every producer of a artifact may be, or sells it ought to, if he wants to extend its sales and resort to newspaper advertisements, it would be difficult instantly to suffer all progressively increasing competition. A decent advertising, which does not guarantee more than what she is masterful to consign, desire continually benefit and the amount used up on publishing, always come back in abundance. The group purpose acquire superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the agency central office ad
If the Prime Service advisers aboard “worked, mostly, the arrangement, the” Russian Collaborative Stock Retinue offers “significantly expanded its assortment of services: the employees of the body is advertising texts, developed slogans, carried for all to see the translation into other languages (A skimpy forecast here. The local businesses recognize the buy change one’s mind and be means of the Internet, you can tumble to get in touch with companies, such as “Werbeagentur Nettetal”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Text on the announcement that advertises the company Metzel speedily appealed to entrepreneurs: “You are bound next to a mob of different details, so that you may not make happen the intended detached - to age their business. If you give out to the Trading house “LI And E. Metzel and K ° », then you compel fulfil the desired through skillful advertising, namely, the proper allocation of ads to the publications, in their elegant show and sound content.”
The notable commonplace “advertising - the locomotive of trade” - is also the conception of the elementary advertising activity Metzel: it is considered that it invented the administrator director of the company VA Polyakov.