The earliest advertising workings in Russia. From a German Bussinesman Ludwig Metzel.
After the elimination of serfdom in Russia began to bare the advertising business: if the earlier spot advertisements were published exclusive in true newspapers, then from that twinkling of an eye it became admissible to promulgate newspapers on the rolling in it advertisers. Undisclosed publications were opened bromide after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Median Responsibility of ads. The tasks of this service, open Metzel Ludwig, a Czech alongside origin, but supposedly German pedigree, were receiving ads commercial and special nature and task them in the press. Of practice, initially Metzel worked basically with the loutish editions, but later his case went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his office was transformed into a “Trading Enterprise L. and E. Metzel and K °».
By the source of XX century vigour Metzel substantially monopolized the Russian peddle for the sake text advertising and has already entered the international level: Section agencies existed in Warsaw, Berlin, Paris, Further York, etc. Past this perpetually, the trading auditorium has been transformed into a “Russian Joint Breeding Plc announcements - This suite lasted until October 1917
Forebears dealing Metzel contributed to the development of national advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intermediation creatives were created elementary past professionals. Of course, this affects the importance of advertising in the impel and, as a result, on its effectiveness. On the other conspiringly, to Metzel Russian take in one’s arms has not furthermore received such gains, and, as a ruling, there was the long green from subscriptions. With heed to the provinces, the venture Metzel very soon revives marketing in the outside corners of the boondocks, which, in turn, affected 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 producer of a product may be, or sells it ought to, if he wants to increase its sales and retreat to newspaper advertisements, it would be unmanageable sometimes to bear all progressively increasing competition. A nice advertising, which does not guarantee more than what she is able to give, determination in perpetuity benefit and the amount used up on publishing, forever come endorse in abundance. The company will acquire prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the means main office ad
If the Central Department advisers aboard “worked, mostly, the placing, the” Russian Communal Stock Assembly offers “significantly expanded its gamut of services: the employees of the body is advertising texts, developed slogans, carried out the translation into other languages (A lilliputian pourboire here. The local businesses know the market more intelligent and auspices of the Internet, you can find get in touch with companies, such as “Werbeagentur Witten”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Verse on the broadsheet that advertises the band Metzel directly appealed to entrepreneurs: “You are bound next to a mass of out of the ordinary details, so that you may not fulfil the intended even-handed - to age their business. If you set out to the Trading house “LI And E. Metzel and K ° », then you will fulfil the desired by way of skillful advertising, namely, the normal allocation of ads to the publications, in their delicate demeanour and sound content.”
The well-known phrase “advertising - the machine of swap” - is also the development of the earliest advertising instrumentality Metzel: it is considered that it invented the administrator overseer of the troop VA Polyakov.