The earliest advertising force in Russia. From a German Bussinesman Ludwig Metzel.
After the elimination of serfdom in Russia began to bare the advertising responsibility: if the earlier announcement advertisements were published sole in true newspapers, then from that twinkling of an eye it became possible to advertise newspapers on the rolling in it advertisers. Undisclosed publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Office of ads. The tasks of this section, debatable Metzel Ludwig, a Czech alongside origin, but presumably German clan, were receiving ads commercial and private nature and place them in the press. Of course, initially Metzel worked initially with the uninformed editions, but later his example in any event went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his section was transformed into a “Trading Home L. and E. Metzel and K °».
Not later than the inception of XX century undertaking Metzel virtually monopolized the Russian peddle in behalf of text advertising and has already entered the intercontinental level: Section agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. Past this ever, the trading house has been transformed into a “Russian Joint Sheep Plc announcements - This suite lasted until October 1917
M‚nage responsibility Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising force creatives were created first by professionals. Of advance, this affects the quality of advertising in the cleave to and, accordingly, on its effectiveness. On the other hand, to Metzel Russian tightly has not furthermore received such takings, and, as a for the most part, there was the spondulicks from subscriptions. With regard to the provinces, the liveliness Metzel hastily revives marketing in the remote corners of the country, which, in shift, studied the Russian thriftiness as a whole.
Intercession Metzel promoted not on the other hand foreign companies but also their own, promoting the advertising company: “Every producer of a product may be, or sells it ought to, if he wants to increase its sales and fall back on to newspaper advertisements, it would be unmanageable instantly to bear all progressively increasing competition. A tasteful advertising, which does not probability more than what she is masterful to award, determination without exception extras and the amount consumed on publishing, each time come endorse in abundance. The company commitment into superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the means important office ad
If the Prime Service lodge “worked, mostly, the arrangement, the” Russian Shared Range Concern offers “significantly expanded its latitude of services: the employees of the partnership is advertising texts, developed slogans, carried out the dispatch into other languages (A youthful tip here. The local businesses recognize the shop healthier and by the Internet, you can tumble to association companies, such as “Werbeagentur Kempen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Primer on the announcement that advertises the band Metzel speedily appealed to entrepreneurs: “You are bound next to a mass of singular details, so that you may not get the intended even-handed - to develop their business. If you decline to the Trading dynasty “LI And E. Metzel and K ° », then you choice win the desired by way of skillful advertising, namely, the normal allocation of ads to the publications, in their delicate demeanour and rational content.”
The well-known phrase “advertising - the apparatus of mercantilism” - is also the origination of the principal advertising agency Metzel: it is considered that it invented the top banana top banana of the group VA Polyakov.