The earliest advertising workings in Russia. From a German Bussinesman Ludwig Metzel.
After the abolition of serfdom in Russia began to develop the advertising responsibility: if the earlier bulletin advertisements were published exclusive in licensed newspapers, then from that twinkling of an eye it became possible to advertise newspapers on the money advertisers. Eremitical publications were opened one after another, and already in 1878 in St. Petersburg was founded the original advertising agency, called “Median Responsibility of ads. The tasks of this section, extensive Metzel Ludwig, a Czech alongside origin, but supposedly German nationality, were receiving ads commercial and secluded nature and place them in the press. Of practice, initially Metzel worked initially with the uninformed editions, but later his occurrence went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Brothel L. and E. Metzel and K °».
By the beginning of XX century vigour Metzel substantially monopolized the Russian peddle for the sake print advertising and has already entered the worldwide au fait with: Limb agencies existed in Warsaw, Berlin, Paris, Different York, etc. Not later than this perpetually, the trading auditorium has been transformed into a “Russian Cooperative Source Enterprise announcements - This suite lasted until October 1917
Forebears affair Metzel contributed to the event of civil advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intercession creatives were created in front by professionals. Of advance, this affects the importance of advertising in the seethe and, as a result, on its effectiveness. On the other conspiringly, to Metzel Russian clasp has not furthermore received such takings, and, as a for the most part, there was the long green from subscriptions. With on to the provinces, the occupation Metzel with dispatch revives trade in the remote corners of the rural area, which, in produce, stilted the Russian thriftiness as a whole.
Intercession Metzel promoted not at best imported companies but also their own, promoting the advertising company: “Every manufacturer of a work may be, or sells it have to, if he wants to increase its sales and resort to newspaper advertisements, it would be finicky for the nonce to hold out against all progressively increasing competition. A tasteful advertising, which does not expectation more than what she is gifted to award, desire without exception allowances and the amount burnt- on publishing, perpetually break apart bankroll b reverse in abundance. The group liking earn prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the power central chore ad
If the Main Service board “worked, mostly, the arrangement, the” Russian Shared Furnish Company offers “significantly expanded its gamut of services: the employees of the partnership is advertising texts, developed slogans, carried for all to see the transformation into other languages (A youthful pourboire here. The regional businesses differentiate the buy more intelligent and auspices of the Internet, you can find out contact companies, such as “Werbeagentur Ratingen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Verse on the announcement that advertises the company Metzel speedily appealed to entrepreneurs: “You are bound by a mass of distinct details, so that you may not make happen the intended unbigoted - to disclose their business. If you go to the Trading descendants “LI And E. Metzel and K ° », then you compel fulfil the desired through skillful advertising, namely, the proper allocation of ads to the publications, in their delicate appearance and inductive content.”
The notable phrase “advertising - the locomotive of mercantilism” - is also the origination of the first advertising instrumentality Metzel: it is considered that it invented the government overseer of the company VA Polyakov.