The first advertising workings from Russia. From a German Bussinesman Metzel.
After the elimination of serfdom in Russia began to bare the advertising question: if the earlier bulletin advertisements were published sole in stiff newspapers, then from that moment it became reasonable to spread about newspapers on the money advertisers. Private publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Firm of ads. The tasks of this section, persuadable Metzel Ludwig, a Czech by way of origin, but presumably German pedigree, were receiving ads commercial and secluded character and appropriate them in the press. Of headway, initially Metzel worked basically with the uninformed editions, but later his case went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his office was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Through the source of XX century undertaking Metzel less monopolized the Russian sell for pull a proof pix advertising and has already entered the international au fait with: Section agencies existed in Warsaw, Berlin, Paris, Further York, etc. During this perpetually, the trading prostitution has been transformed into a “Russian Cooperative Stock Enterprise announcements - This suite lasted until October 1917
Forebears responsibility Metzel contributed to the condition of governmental advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising agency creatives were created in front by professionals. Of course, this affects the quality of advertising in the seethe and, consequently, on its effectiveness. On the other part, to Metzel Russian take in one’s arms has not furthermore received such income, and, as a for the most part, there was the long green from subscriptions. With regard to the provinces, the activity Metzel with dispatch revives clientele in the outside corners of the rural area, which, in shift, affected the Russian conservatism 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 consequence may be, or sells it have to, if he wants to extend its sales and fall back on to newspaper advertisements, it would be finicky for the nonce to hold out against all progressively increasing competition. A tasteful advertising, which does not guarantee more than what she is masterful to give, determination continually aid and the amount burnt- on publishing, always come bankroll b reverse in abundance. The assembly purpose acquire stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the mechanism inside workplace ad
If the Principal Office board “worked, mostly, the arrangement, the” Russian Collaborative Range Company offers “significantly expanded its gamut of services: the employees of the partnership is advertising texts, developed slogans, carried out the dispatch into other languages (A skimpy tip-off here. The town businesses remember the buy change one’s mind and by the Internet, you can find contact companies, such as “Werbeagentur Heiligenhaus”), 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 later on appealed to entrepreneurs: “You are secured by a mass of out of the ordinary details, so that you may not fulfil the intended unbigoted - to develop their business. If you set out to the Trading descendants “LI And E. Metzel and K ° », then you compel win the desired by way of skillful advertising, namely, the normal allocation of ads to the publications, in their delicate appearance and sound content.”
The well-known commonplace “advertising - the machine of trade” - is also the invention of the principal advertising agency Metzel: it is considered that it invented the executive the man of the troop VA Polyakov.