The first advertising intercession from Russia. From a German Bussinesman Ludwig Metzel.
After the destruction of serfdom in Russia began to bare the advertising traffic: if the earlier spot advertisements were published solely in stiff newspapers, then from that two shakes of a lamb’s tail it became possible to promulgate 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 “Inside Responsibility of ads. The tasks of this service, debatable Metzel Ludwig, a Czech by confinement, but theoretically German tribe, were receiving ads commercial and special nature and appropriate them in the press. Of practice, initially Metzel worked initially with the uninformed editions, but later his case went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his workplace was transformed into a “Trading House L. and E. Metzel and K °».
By the inception of XX century vigour Metzel virtually monopolized the Russian sell for the sake print advertising and has already entered the international horizontal: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. During this schedule, the trading legislative body has been transformed into a “Russian Collective Breeding Enterprise announcements - This new zealand lasted until October 1917
Forebears responsibility Metzel contributed to the development of governmental advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intercession creatives were created opening by means of 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 takings, and, as a practice, there was the cold hard cash from subscriptions. With observe to the provinces, the occupation Metzel hastily revives trade in the remote corners of the rural area, which, in shift, affected the Russian economy as a whole.
Agency Metzel promoted not at best foreign companies but also their own, promoting the advertising business: “Every fabricator of a work may be, or sells it ought to, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be demanding now to suffer all progressively increasing competition. A decent advertising, which does not promise more than what she is qualified to give, determination in perpetuity extras and the amount burnt- on publishing, always break apart underwrite in abundance. The theatre troupe liking earn fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the agency important chore ad
If the Central Office lodge “worked, mostly, the arrangement, the” Russian Shared Stock Retinue 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 youthful tip here. The peculiar businesses know the market better and by the Internet, you can find out phone companies, such as “Werbeagentur Düsseldorf”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Paragraph on the broadsheet that advertises the band Metzel promptly appealed to entrepreneurs: “You are bound by a miscellany of singular details, so that you may not realize the intended even-handed - to age their business. If you set out to the Trading line “LI And E. Metzel and K ° », then you compel win the desired through skillful advertising, namely, the right allocation of ads to the publications, in their elegant appearance and rational content.”
The illustrious verbalize “advertising - the machine of mercantilism” - is also the conception of the principal advertising force Metzel: it is considered that it invented the administrator top banana of the partnership VA Polyakov.