The opening advertising force in Russia. From a German Bussinesman Ludwig Metzel.
After the elimination of serfdom in Russia began to amplify the advertising business: if the earlier announcement advertisements were published exclusive in true newspapers, then from that two shakes of a lamb’s tail it became possible to publish newspapers on the rolling in it advertisers. Eremitical publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the original advertising agency, called “Median Appointment of ads. The tasks of this section, open Metzel Ludwig, a Czech alongside origin, but rumour has it German pedigree, were receiving ads commercial and non-public personality and appropriate them in the press. Of course, initially Metzel worked basically with the provincial editions, but later his example in any event went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his duty was transformed into a “Trading Home L. and E. Metzel and K °».
Nigh the inception of XX century daring Metzel nearly monopolized the Russian trade in recompense copy advertising and has already entered the worldwide level: Section agencies existed in Warsaw, Berlin, Paris, Different York, etc. By this time, the trading auditorium has been transformed into a “Russian Juncture Source Company announcements - This new zealand lasted until October 1917
Forebears dealing Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intermediation creatives were created first by means of professionals. Of course, this affects the je sais quoi of advertising in the impel and, accordingly, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not furthermore received such gains, and, as a ruling, there was the spondulicks from subscriptions. With on to the provinces, the liveliness Metzel hastily revives trade in the unusual corners of the wilderness, which, in produce, stilted the Russian succinctness as a whole.
Agency Metzel promoted not merely foreign companies but also their own, promoting the advertising company: “Every producer of a work may be, or sells it must, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be finicky instantly to bear all progressively increasing competition. A decent advertising, which does not promise more than what she is gifted to give, will continually aid and the amount consumed on publishing, always break apart back in abundance. The company liking acquire fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the mechanism inside office ad
If the Principal Section board “worked, mostly, the placement, the” Russian Joint Progenitor Assembly offers “significantly expanded its latitude of services: the employees of the body is advertising texts, developed slogans, carried free the transmutation into other languages (A youthful tip here. The town businesses know the buy better and auspices of the Internet, you can find contact companies, such as “Werbeagentur Kerken”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Primer on the poster that advertises the company Metzel directly appealed to entrepreneurs: “You are forced by a swarms of distinct details, so that you may not make happen the intended objective - to originate their business. If you give out to the Trading line “LI And E. Metzel and K ° », then you choice win the desired throughout skillful advertising, namely, the normal allocation of ads to the publications, in their delicate advent and logical content.”
The well-known commonplace “advertising - the locomotive of shoppers” - is also the origination of the first advertising activity Metzel: it is considered that it invented the government director of the partnership VA Polyakov.