The earliest advertising workings in Russia. From a German Bussinesman Ludwig Metzel.
After the elimination of serfdom in Russia began to bare the advertising question: if the earlier spot advertisements were published only in licensed newspapers, then from that two shakes of a lamb’s tail it became reasonable to advertise newspapers on the money advertisers. Private publications were opened an individual after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Important Appointment of ads. The tasks of this section, persuadable Metzel Ludwig, a Czech at hand origin, but rumour has it German tribe, were receiving ads commercial and special constitution and task them in the press. Of practice, initially Metzel worked basically with the uninformed editions, but later his happening went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his duty was transformed into a “Trading Home L. and E. Metzel and K °».
By the beginning of XX century vigour Metzel nearly monopolized the Russian market in behalf of text advertising and has already entered the international be open: Section agencies existed in Warsaw, Berlin, Paris, Different York, etc. By this time, the trading legislative body has been transformed into a “Russian Collective Breeding Enterprise announcements - This company lasted until October 1917
Parentage affair Metzel contributed to the event of subject advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intermediation creatives were created elementary by means of professionals. Of movement, this affects the importance of advertising in the press and, thus, on its effectiveness. On the other hand, to Metzel Russian take in one’s arms has not yet received such takings, and, as a ruling, there was the spondulicks from subscriptions. With observe to the provinces, the venture Metzel very soon revives clientele in the alien corners of the country, which, in turn, affected the Russian conservatism as a whole.
Mechanism Metzel promoted not only imported companies but also their own, promoting the advertising province: “Every fabricator of a product may be, or sells it have to, if he wants to snowball its sales and retreat to newspaper advertisements, it would be demanding now to bear all progressively increasing competition. A nice advertising, which does not guarantee more than what she is gifted to sacrifice, determination without exception allowances and the amount spent on publishing, perpetually into underwrite in abundance. The company will acquire fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the agency inside office ad
If the Prime Section committee “worked, mostly, the placement, the” Russian Collaborative Range Concern offers “significantly expanded its assortment of services: the employees of the partnership is advertising texts, developed slogans, carried out the translation into other languages (A skimpy forecast here. The local businesses differentiate the market better and be means of the Internet, you can ascertain get in touch with companies, such as “Werbeagentur Moers”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Paragraph on the poster that advertises the band Metzel directly appealed to entrepreneurs: “You are doomed beside a miscellany of singular details, so that you may not get the intended detached - to originate their business. If you give out to the Trading line “LI And E. Metzel and K ° », then you choice achieve the desired by way of skillful advertising, namely, the usual allocation of ads to the publications, in their delicate appearance and logical content.”
The notable verbalize “advertising - the machine of trade” - is also the development of the elementary advertising instrumentality Metzel: it is considered that it invented the executive director of the group VA Polyakov.