The first advertising workings from Russia. From a German Bussinesman Ludwig Metzel.
After the abolition of serfdom in Russia began to expatiate on the advertising responsibility: if the earlier notice advertisements were published only in stiff newspapers, then from that two shakes of a lamb’s tail it became admissible to advertise newspapers on the scratch advertisers. Off the record publications were opened one after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Inside Firm of ads. The tasks of this section, open Metzel Ludwig, a Czech by way of birth, but theoretically German tribe, were receiving ads commercial and non-public constitution and appropriate them in the press. Of headway, initially Metzel worked primarily with the uninformed editions, but later his example in any event went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Home L. and E. Metzel and K °».
Not later than the beginning of XX century undertaking Metzel substantially monopolized the Russian sell in behalf of print advertising and has already entered the worldwide level: Branch agencies existed in Warsaw, Berlin, Paris, Further York, etc. Past this time, the trading house has been transformed into a “Russian Collective Source Companionship announcements - This fellowship lasted until October 1917
Forebears dealing Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising agency creatives were created elementary by professionals. Of course, this affects the quality of advertising in the cleave to and, as a result, on its effectiveness. On the other part, to Metzel Russian take in one’s arms has not yet received such gains, and, as a ruling, there was the cold hard cash from subscriptions. With observe to the provinces, the activity Metzel with dispatch revives dealings in the remote corners of the wilderness, which, in turn, affected the Russian economy as a whole.
Power Metzel promoted not on the other hand foreign companies but also their own, promoting the advertising vocation: “Every manufacturer of a artifact may be, or sells it have to, if he wants to swell its sales and retreat to newspaper advertisements, it would be unmanageable sometimes to suffer all progressively increasing competition. A clean advertising, which does not guarantee more than what she is gifted to consign, purpose without exception benefit and the amount used up on publishing, each time come endorse in abundance. The group liking acquire prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the agency inside workplace ad
If the Principal Service advisers aboard “worked, mostly, the arrangement, the” Russian Shared Furnish Retinue offers “significantly expanded its gamut of services: the employees of the body is advertising texts, developed slogans, carried out the transformation into other languages (A lilliputian pourboire here. The peculiar businesses differentiate the buy better and auspices of the Internet, you can find out phone companies, such as “Werbeagentur Gelsenkirchen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Primer on the broadsheet that advertises the company Metzel later on appealed to entrepreneurs: “You are doomed by a mass of distinct details, so that you may not make happen the intended objective - to age their business. If you go to the Trading descendants “LI And E. Metzel and K ° », then you will win the desired by way of skillful advertising, namely, the normal allocation of ads to the publications, in their delicate demeanour and rational content.”
The notable commonplace “advertising - the apparatus of mercantilism” - is also the invention of the principal advertising activity Metzel: it is considered that it invented the government overseer of the troop VA Polyakov.