The earliest advertising workings in Russia. From a German Bussinesman Ludwig Metzel.
After the abolition of serfdom in Russia began to bare the advertising business: if the earlier announcement advertisements were published only in stiff newspapers, then from that tick it became possible to advertise newspapers on the rolling in it advertisers. Eremitical publications were opened bromide after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Central Responsibility of ads. The tasks of this responsibility, persuadable Metzel Ludwig, a Czech alongside origin, but supposedly German pedigree, were receiving ads commercial and secluded constitution and appropriate them in the press. Of practice, initially Metzel worked initially with the loutish editions, but later his occurrence went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Enterprise L. and E. Metzel and K °».
By the inception of XX century vigour Metzel less monopolized the Russian market recompense print advertising and has already entered the intercontinental horizontal: Limb agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. During this schedule, the trading prostitution has been transformed into a “Russian Juncture Stock Plc announcements - This fellowship lasted until October 1917
Forebears affair Metzel contributed to the development of subject advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising agency creatives were created in front past professionals. Of movement, this affects the importance of advertising in the impel and, consequently, on its effectiveness. On the other guardianship, to Metzel Russian press has not so far received such gains, and, as a practice, there was the money from subscriptions. With regard to the provinces, the venture Metzel with dispatch revives dealings in the alien corners of the rural area, which, in produce, studied the Russian thriftiness as a whole.
Agency Metzel promoted not on the other hand foreign companies but also their own, promoting the advertising province: “Every manufacturer of a consequence may be, or sells it have to, if he wants to snowball its sales and resort to newspaper advertisements, it would be finicky instantly to bear all progressively increasing competition. A nice advertising, which does not promise more than what she is gifted to award, desire in perpetuity allowances and the amount spent on publishing, forever upon endorse in abundance. The assembly liking into fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the means main workplace ad
If the Principal Section board “worked, mostly, the location, the” Russian Joint Furnish Assembly offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried distant the transformation into other languages (A skimpy tip here. The peculiar businesses know the customer base change one’s mind and be means of the Internet, you can find out contact companies, such as “Werbeagentur Schwelm”), 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 speedily appealed to entrepreneurs: “You are doomed via a miscellany of different details, so that you may not fulfil the intended objective - to age their business. If you go to the Trading line “LI And E. Metzel and K ° », then you choice win the desired by way of skillful advertising, namely, the proper allocation of ads to the publications, in their elegant show and rational content.”
The famous commonplace “advertising - the machine of shoppers” - is also the conception of the first advertising agency Metzel: it is considered that it invented the administrator director of the partnership VA Polyakov.