The earliest 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 sole in official newspapers, then from that twinkling of an eye it became reachable to advertise newspapers on the rolling in it advertisers. Off the record publications were opened bromide after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Important Responsibility of ads. The tasks of this section, debatable Metzel Ludwig, a Czech by origin, but theoretically German clan, were receiving ads commercial and private character and appropriate them in the press. Of practice, initially Metzel worked initially with the insular editions, but later his happening went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his duty was transformed into a “Trading House L. and E. Metzel and K °».
Through the beginning of XX century daring Metzel virtually monopolized the Russian sell in behalf of copy advertising and has already entered the ecumenical horizontal: Limb agencies existed in Warsaw, Berlin, Paris, Different York, etc. Past this perpetually, the trading auditorium has been transformed into a “Russian Collective Stock Plc announcements - This fellowship lasted until October 1917
Parentage affair Metzel contributed to the development 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 dispatch, this affects the je sais quoi of advertising in the seethe and, thus, on its effectiveness. On the other part, to Metzel Russian take in one’s arms has not yet received such gains, and, as a rule, there was the spondulicks from subscriptions. With regard to the provinces, the occupation Metzel with dispatch revives dealings in the unusual corners of the boondocks, which, in shift, stilted the Russian economy as a whole.
Intercession Metzel promoted not at best extraneous companies but also their own, promoting the advertising vocation: “Every producer of a artifact may be, or sells it requirement, if he wants to swell its sales and resort to newspaper advertisements, it would be unmanageable now to withstand all progressively increasing competition. A tasteful advertising, which does not guarantee more than what she is able to award, determination always allowances and the amount spent on publishing, forever upon back in abundance. The assembly purpose into fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the agency inside charge ad
If the Main Section advisers aboard “worked, mostly, the placement, the” Russian Shared Furnish Retinue offers “significantly expanded its assortment of services: the employees of the body is advertising texts, developed slogans, carried out the transformation into other languages (A little tip here. The town businesses know the buy better and by the Internet, you can tumble to association companies, such as “Werbeagentur Viersen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Primer on the poster that advertises the guests Metzel promptly appealed to entrepreneurs: “You are secured via a mob of out of the ordinary details, so that you may not get the intended objective - to disclose their business. If you decline to the Trading dynasty “LI And E. Metzel and K ° », then you order attain the desired because of skillful advertising, namely, the right allocation of ads to the publications, in their elegant demeanour and inductive content.”
The illustrious phrase “advertising - the locomotive of swap” - is also the conception of the principal advertising instrumentality Metzel: it is considered that it invented the government director of the troop VA Polyakov.