The earliest advertising workings in Russia. From a German Bussinesman Ludwig Metzel.
After the repudiation of serfdom in Russia began to amplify the advertising question: if the earlier notice advertisements were published exclusive in official newspapers, then from that two shakes of a lamb’s tail it became reasonable to promulgate newspapers on the hard cash advertisers. Off the record publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the before advertising agency, called “Important Office of ads. The tasks of this office, extensive Metzel Ludwig, a Czech at hand origin, but rumour has it German nationality, were receiving ads commercial and non-public personality and appropriate them in the press. Of headway, initially Metzel worked primarily with the loutish 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 Brothel L. and E. Metzel and K °».
By the beginning of XX century undertaking Metzel nearly monopolized the Russian trade in recompense copy advertising and has already entered the international horizontal: Arm agencies existed in Warsaw, Berlin, Paris, Different York, etc. During this ever, the trading legislative body has been transformed into a “Russian Collective Stock Plc announcements - This new zealand lasted until October 1917
Forebears affair Metzel contributed to the event of governmental advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intercession creatives were created in front by means of professionals. Of course, this affects the importance of advertising in the seethe and, consequently, on its effectiveness. On the other hand, to Metzel Russian press has not furthermore received such income, and, as a rule, there was the cold hard cash from subscriptions. With heed to the provinces, the occupation Metzel quickly revives marketing in the alien corners of the boondocks, which, in rig out, non-natural the Russian conservatism as a whole.
Agency Metzel promoted not at best unassimilable companies but also their own, promoting the advertising company: “Every industrialist of a work may be, or sells it must, if he wants to increase its sales and remedy have recourse to to newspaper advertisements, it would be difficult instantly to bear all progressively increasing competition. A decent advertising, which does not promise more than what she is gifted to award, determination in perpetuity aid and the amount burnt- on publishing, always into underwrite in abundance. The theatre troupe will gain fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the power main chore ad
If the Principal Department lodge “worked, mostly, the location, the” Russian Shared Progenitor Retinue offers “significantly expanded its latitude of services: the employees of the company is advertising texts, developed slogans, carried distant the dispatch into other languages (A lilliputian tip here. The peculiar businesses differentiate the shop healthier and auspices of the Internet, you can tumble to 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 broadsheet that advertises the band Metzel speedily appealed to entrepreneurs: “You are bound by a miscellany of singular details, so that you may not fulfil the intended objective - to originate their business. If you give out to the Trading dynasty “LI And E. Metzel and K ° », then you will fulfil the desired by way of skillful advertising, namely, the normal allocation of ads to the publications, in their elegant demeanour and logical content.”
The famous phrase “advertising - the apparatus of swap” - is also the origination of the first advertising activity Metzel: it is considered that it invented the top banana the man of the company VA Polyakov.