The earliest advertising force from Russia. From a German Bussinesman Metzel.
After the elimination of serfdom in Russia began to expatiate on the advertising responsibility: if the earlier spot advertisements were published only in official newspapers, then from that moment it became admissible to advertise newspapers on the hard cash advertisers. Private publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Firm of ads. The tasks of this section, persuadable Metzel Ludwig, a Czech by origin, but presumably German pedigree, were receiving ads commercial and non-public nature and appropriate them in the press. Of practice, initially Metzel worked basically with the loutish editions, but later his example in any event went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his section was transformed into a “Trading House L. and E. Metzel and K °».
Through the dawn of XX century vigour Metzel less monopolized the Russian peddle for the sake print advertising and has already entered the ecumenical horizontal: Limb agencies existed in Warsaw, Berlin, Paris, Further York, etc. Past this time, the trading auditorium has been transformed into a “Russian Joint Breeding Companionship announcements - This fellowship lasted until October 1917
Forebears business Metzel contributed to the occurrence of national advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intercession creatives were created elementary by way of professionals. Of course, this affects the importance of advertising in the seethe and, consequently, on its effectiveness. On the other hand, to Metzel Russian take in one’s arms has not furthermore received such takings, and, as a ruling, there was the money from subscriptions. With heed to the provinces, the liveliness Metzel hastily revives marketing in the outside corners of the rural area, which, in rig out, stilted the Russian conservatism as a whole.
Agency Metzel promoted not only imported companies but also their own, promoting the advertising province: “Every fabricator of a artifact 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 for the nonce to hold out against all progressively increasing competition. A clean advertising, which does not promise more than what she is masterful to give, purpose always allowances and the amount consumed on publishing, each time into back in abundance. The group will earn superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the means central office ad
If the Central Department advisers aboard “worked, mostly, the placing, the” Russian Joint Progenitor Assembly offers “significantly expanded its range of services: the employees of the partnership is advertising texts, developed slogans, carried distant the dispatch into other languages (A youthful tip here. The local businesses recognize the market more intelligent and by 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. Verse on the announcement that advertises the band Metzel later on appealed to entrepreneurs: “You are bound beside a swarms of singular details, so that you may not get the intended unbigoted - to age their business. If you decline to the Trading house “LI And E. Metzel and K ° », then you will fulfil the desired because of skillful advertising, namely, the proper allocation of ads to the publications, in their select appearance and sound content.”
The illustrious adjectival phrase “advertising - the engine of swap” - is also the conception of the elementary advertising activity Metzel: it is considered that it invented the government overseer of the company VA Polyakov.