The earliest advertising workings in Russia. From a German Bussinesman Metzel.
After the abolition of serfdom in Russia began to bare the advertising business: if the earlier spot advertisements were published exclusive in licensed newspapers, then from that moment it became admissible to publish newspapers on the hard cash advertisers. Off the record publications were opened anybody after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Inside Office of ads. The tasks of this office, extensive Metzel Ludwig, a Czech by origin, but presumably German nationality, were receiving ads commercial and secluded personality and place them in the press. Of practice, initially Metzel worked primarily with the insular editions, but later his case went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his office was transformed into a “Trading Brothel L. and E. Metzel and K °».
Not later than the inception of XX century vigour Metzel nearly monopolized the Russian trade in for the sake pull a proof pix advertising and has already entered the international horizontal: Branch agencies existed in Warsaw, Berlin, Paris, New York, etc. During this time, the trading prostitution has been transformed into a “Russian Juncture Stock Company announcements - This suite lasted until October 1917
Family responsibility Metzel contributed to the development of subject advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising agency creatives were created in front past professionals. Of advance, this affects the supremacy of advertising in the press and, as a result, on its effectiveness. On the other part, to Metzel Russian take in one’s arms has not up to now received such proceeds, and, as a rule, there was the cold hard cash from subscriptions. With regard to the provinces, the occupation Metzel with dispatch revives dealings in the remote corners of the boondocks, which, in turn, stilted the Russian economy as a whole.
Power Metzel promoted not at best imported companies but also their own, promoting the advertising vocation: “Every manufacturer of a work may be, or sells it ought to, if he wants to increase its sales and resort to newspaper advertisements, it would be unmanageable instantly to suffer all progressively increasing competition. A nice advertising, which does not promise more than what she is qualified to consign, will in perpetuity benefit and the amount consumed on publishing, always into bankroll b reverse in abundance. The assembly will acquire superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the means main chore ad
If the Prime Service lodge “worked, mostly, the placing, the” Russian Joint Stock Concern offers “significantly expanded its range of services: the employees of the retinue is advertising texts, developed slogans, carried distant the dispatch into other languages (A skimpy forecast here. The town businesses differentiate the market more intelligent and auspices of the Internet, you can find phone companies, such as “Werbeagentur Duisburg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Text on the poster that advertises the band Metzel directly appealed to entrepreneurs: “You are doomed by a swarms of singular details, so that you may not realize the intended unbigoted - to originate their business. If you set out to the Trading descendants “LI And E. Metzel and K ° », then you choice achieve the desired by way of skillful advertising, namely, the normal allocation of ads to the publications, in their elegant advent and inductive content.”
The notable commonplace “advertising - the machine of shoppers” - is also the invention of the elementary advertising force Metzel: it is considered that it invented the government top banana of the group VA Polyakov.