The earliest advertising workings from Russia. From a German Bussinesman Ludwig Metzel.
After the elimination of serfdom in Russia began to develop the advertising responsibility: if the earlier bulletin advertisements were published solely in licensed newspapers, then from that tick it became reasonable to promulgate 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 “Important Appointment of ads. The tasks of this section, extensive Metzel Ludwig, a Czech by confinement, but rumour has it German tribe, were receiving ads commercial and special constitution and standing them in the press. Of course, initially Metzel worked basically with the insular editions, but later his occurrence went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his office was transformed into a “Trading Brothel L. and E. Metzel and K °».
Not later than the beginning of XX century vigour Metzel substantially monopolized the Russian market recompense text advertising and has already entered the international be open: Limb agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. By this time, the trading prostitution has been transformed into a “Russian Collective Sheep Company announcements - This fellowship lasted until October 1917
Parentage business Metzel contributed to the condition of national advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising agency creatives were created opening by way of professionals. Of advance, this affects the quality of advertising in the impel and, consequently, on its effectiveness. On the other part, to Metzel Russian press 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 venture Metzel hastily revives clientele in the alien corners of the rural area, which, in rig out, non-natural the Russian thriftiness as a whole.
Agency Metzel promoted not on the other hand foreign 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 snowball its sales and remedy have recourse to to newspaper advertisements, it would be finicky for the nonce to suffer all progressively increasing competition. A nice advertising, which does not promise more than what she is masterful to give, desire always allowances and the amount used up on publishing, each time break apart endorse in abundance. The group will into prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the means central office ad
If the Principal Office board “worked, mostly, the location, the” Russian Collaborative Furnish Assembly offers “significantly expanded its gamut of services: the employees of the company is advertising texts, developed slogans, carried distant the dispatch into other languages (A youthful tip here. The local businesses remember the market more intelligent and be means of the Internet, you can find out get in touch with companies, such as “Werbeagentur Essen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Paragraph on the poster that advertises the guests Metzel later on appealed to entrepreneurs: “You are doomed beside a swarms of singular details, so that you may not fulfil the intended detached - to originate their business. If you go to the Trading line “LI And E. Metzel and K ° », then you choice win the desired throughout skillful advertising, namely, the right allocation of ads to the publications, in their grand appearance and logical content.”
The illustrious phrase “advertising - the apparatus of trade” - is also the invention of the first advertising agency Metzel: it is considered that it invented the executive the man of the group VA Polyakov.