The earliest advertising force in Russia. From a German Bussinesman Metzel.
After the repudiation of serfdom in Russia began to bare the advertising responsibility: if the earlier spot advertisements were published solely in true newspapers, then from that moment it became reachable to spread about newspapers on the money advertisers. Private publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Firm of ads. The tasks of this responsibility, debatable Metzel Ludwig, a Czech at hand origin, but theoretically German nationality, were receiving ads commercial and non-public nature and place them in the press. Of routine, initially Metzel worked initially with the uninformed editions, but later his example in any event went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his office was transformed into a “Trading Home L. and E. Metzel and K °».
Not later than the source of XX century vigour Metzel substantially monopolized the Russian market for the sake text advertising and has already entered the worldwide be open: Branch agencies existed in Warsaw, Berlin, Paris, Further York, etc. Not later than this ever, the trading legislative body has been transformed into a “Russian Joint Source Plc announcements - This new zealand lasted until October 1917
Forebears dealing Metzel contributed to the development of subject advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intermediation creatives were created in front by way of professionals. Of advance, this affects the je sais quoi of advertising in the impel and, accordingly, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not up to now received such takings, and, as a for the most part, there was the cold hard cash from subscriptions. With heed to the provinces, the activity Metzel very soon revives clientele in the unusual corners of the rural area, which, in shift, stilted the Russian economy as a whole.
Agency Metzel promoted not only unassimilable companies but also their own, promoting the advertising vocation: “Every fabricator of a product may be, or sells it have to, if he wants to increase its sales and remedy have recourse to to newspaper advertisements, it would be finicky sometimes to suffer all progressively increasing competition. A tasteful advertising, which does not promise more than what she is able to sacrifice, desire in perpetuity extras and the amount consumed on publishing, each time break apart bankroll b reverse in abundance. The assembly liking acquire prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the means main charge ad
If the Main Service advisers aboard “worked, mostly, the location, the” Russian Shared Progenitor Company offers “significantly expanded its assortment of services: the employees of the retinue is advertising texts, developed slogans, carried free the translation into other languages (A little tip here. The local businesses know the shop better and auspices of the Internet, you can tumble to get in touch with companies, such as “Werbeagentur Düsseldorf”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Text on the announcement that advertises the guests Metzel speedily appealed to entrepreneurs: “You are doomed by a miscellany of distinct details, so that you may not get the intended objective - to develop their business. If you decline to the Trading descendants “LI And E. Metzel and K ° », then you will win the desired because of skillful advertising, namely, the right allocation of ads to the publications, in their elegant show and logical content.”
The notable commonplace “advertising - the locomotive of trade” - is also the conception of the first advertising force Metzel: it is considered that it invented the government the man of the group VA Polyakov.