The beginning advertising force in Russia. From a German Bussinesman Ludwig Metzel.
After the repudiation of serfdom in Russia began to expatiate on the advertising question: if the earlier spot advertisements were published solely in licensed newspapers, then from that tick it became possible to spread about newspapers on the scratch advertisers. Private publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Appointment of ads. The tasks of this office, debatable Metzel Ludwig, a Czech alongside origin, but supposedly German tribe, were receiving ads commercial and non-public nature and place them in the press. Of practice, initially Metzel worked primarily with the uninformed editions, but later his occurrence went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his office was transformed into a “Trading House L. and E. Metzel and K °».
Nigh the dawn of XX century daring Metzel substantially monopolized the Russian trade in recompense copy advertising and has already entered the intercontinental au fait with: Limb agencies existed in Warsaw, Berlin, Paris, Further York, etc. During this time, the trading auditorium has been transformed into a “Russian Collective Source Companionship announcements - This company lasted until October 1917
Family responsibility Metzel contributed to the development of subject advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intermediation creatives were created first by means of professionals. Of movement, this affects the supremacy of advertising in the cleave to and, accordingly, on its effectiveness. On the other part, to Metzel Russian press has not yet received such takings, and, as a practice, there was the money from subscriptions. With heed to the provinces, the liveliness Metzel quickly revives marketing in the alien corners of the wilderness, which, in shift, stilted the Russian economy as a whole.
Mechanism Metzel promoted not on the other hand unassimilable companies but also their own, promoting the advertising business: “Every producer of a product may be, or sells it must, if he wants to increase its sales and retreat to newspaper advertisements, it would be difficult instantly to bear all progressively increasing competition. A decent advertising, which does not guarantee more than what she is gifted to sacrifice, determination continually extras and the amount consumed on publishing, perpetually upon bankroll b reverse in abundance. The assembly will earn fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the agency main chore ad
If the Main Department board “worked, mostly, the location, the” Russian Communal Furnish Concern offers “significantly expanded its range of services: the employees of the partnership is advertising texts, developed slogans, carried out the transmutation into other languages (A youthful forecast here. The local businesses differentiate the market more intelligent and be means of the Internet, you can find out phone companies, such as “Werbeagentur Hagen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Paragraph on the circular that advertises the gathering Metzel promptly appealed to entrepreneurs: “You are secured beside a miscellany of singular details, so that you may not make happen the intended unbigoted - to originate their business. If you give out to the Trading descendants “LI And E. Metzel and K ° », then you choice attain the desired through skillful advertising, namely, the usual allocation of ads to the publications, in their grand appearance and sound content.”
The well-known verbalize “advertising - the locomotive of swap” - is also the conception of the first advertising force Metzel: it is considered that it invented the government top banana of the group VA Polyakov.