The first advertising workings from Russia. From a German Bussinesman Ludwig Metzel.
After the destruction of serfdom in Russia began to amplify the advertising business: if the earlier spot advertisements were published only in official newspapers, then from that moment it became possible to publish newspapers on the rolling in it advertisers. Off the record publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Office of ads. The tasks of this section, debatable Metzel Ludwig, a Czech by way of origin, but rumour has it German nationality, were receiving ads commercial and non-public character and appropriate them in the press. Of headway, initially Metzel worked basically with the provincial editions, but later his example in any event went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his duty was transformed into a “Trading Home L. and E. Metzel and K °».
By the beginning of XX century daring Metzel less monopolized the Russian market for text advertising and has already entered the international au fait with: Branch agencies existed in Warsaw, Berlin, Paris, New York, etc. During this time, the trading house has been transformed into a “Russian Cooperative Stock Companionship announcements - This company lasted until October 1917
M‚nage responsibility Metzel contributed to the occurrence of governmental advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intermediation creatives were created in front by means of professionals. Of course, this affects the importance of advertising in the press and, as a result, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not so far received such proceeds, and, as a ruling, there was the long green from subscriptions. With on to the provinces, the venture Metzel quickly revives dealings in the alien corners of the country, which, in turn, studied the Russian thriftiness as a whole.
Intercession Metzel promoted not on the other hand foreign companies but also their own, promoting the advertising company: “Every producer of a work may be, or sells it must, if he wants to swell its sales and fall back on to newspaper advertisements, it would be unmanageable sometimes to bear all progressively increasing competition. A tasteful advertising, which does not guarantee more than what she is gifted to award, purpose without exception extras and the amount used up on publishing, forever upon back in abundance. The group commitment earn superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the agency main chore ad
If the Central Section board “worked, mostly, the placement, the” Russian Collaborative Progenitor Company offers “significantly expanded its latitude of services: the employees of the partnership is advertising texts, developed slogans, carried out the transformation into other languages (A lilliputian tip-off here. The local businesses remember the market better and be means of the Internet, you can find contact companies, such as “Werbeagentur Brüggen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Text on the circular that advertises the gathering Metzel directly appealed to entrepreneurs: “You are doomed next to a swarms of out of the ordinary details, so that you may not realize the intended detached - to disclose their business. If you decline to the Trading house “LI And E. Metzel and K ° », then you choice attain the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their grand advent and inductive content.”
The notable adjectival phrase “advertising - the apparatus of mercantilism” - is also the development of the principal advertising activity Metzel: it is considered that it invented the top banana overseer of the partnership VA Polyakov.