The earliest advertising intercession in Russia. From a German Bussinesman Ludwig Metzel.
After the destruction of serfdom in Russia began to develop the advertising traffic: if the earlier announcement advertisements were published sole in stiff newspapers, then from that twinkling of an eye it became reasonable to publish newspapers on the money advertisers. Private publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Appointment of ads. The tasks of this section, extensive Metzel Ludwig, a Czech alongside birth, but supposedly German pedigree, were receiving ads commercial and non-public nature and standing them in the press. Of practice, initially Metzel worked primarily with the uninformed editions, but later his happening went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his section was transformed into a “Trading Brothel L. and E. Metzel and K °».
Not later than the inception of XX century enterprise Metzel substantially monopolized the Russian trade in for text advertising and has already entered the intercontinental au fait with: Branch agencies existed in Warsaw, Berlin, Paris, Different York, etc. Past this perpetually, the trading legislative body has been transformed into a “Russian Collective Source Company announcements - This fellowship lasted until October 1917
Parentage dealing Metzel contributed to the event of national advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising agency creatives were created in front by means of professionals. Of advance, this affects the importance of advertising in the impel and, consequently, on its effectiveness. On the other guardianship, to Metzel Russian press has not furthermore received such proceeds, and, as a ruling, there was the spondulicks from subscriptions. With heed to the provinces, the venture Metzel hastily revives trade in the remote corners of the boondocks, which, in rig out, non-natural the Russian succinctness as a whole.
Power Metzel promoted not merely imported companies but also their own, promoting the advertising company: “Every fabricator of a work may be, or sells it ought to, if he wants to snowball its sales and fall back on to newspaper advertisements, it would be difficult instantly to suffer all progressively increasing competition. A nice advertising, which does not guarantee more than what she is gifted to give, will without exception extras and the amount burnt- on publishing, always come back in abundance. The assembly commitment gain superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the power inside workplace ad
If the Main Service lodge “worked, mostly, the arrangement, the” Russian Collaborative Progenitor Retinue offers “significantly expanded its range of services: the employees of the company is advertising texts, developed slogans, carried free the transmutation into other languages (A skimpy tip here. The regional businesses know the shop healthier and auspices of the Internet, you can tumble to association companies, such as “Werbeagentur Duisburg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Text on the broadsheet that advertises the company Metzel later on appealed to entrepreneurs: “You are bound next to a miscellany of singular details, so that you may not make happen the intended detached - to age their business. If you set out to the Trading house “LI And E. Metzel and K ° », then you compel achieve the desired through skillful advertising, namely, the right allocation of ads to the publications, in their select advent and logical content.”
The well-known verbalize “advertising - the engine of shoppers” - is also the invention of the first advertising agency Metzel: it is considered that it invented the executive director of the partnership VA Polyakov.