The beginning advertising intercession from Russia. From a German BussinesmanMetzel.
After the destruction of serfdom in Russia began to expatiate on the advertising responsibility: if the earlier bulletin advertisements were published only in stiff newspapers, then from that twinkling of an eye it became possible to publish newspapers on the scratch advertisers. Eremitical publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Median Office of ads. The tasks of this service, extensive Metzel Ludwig, a Czech alongside origin, but theoretically German nationality, were receiving ads commercial and secluded constitution and standing them in the press. Of headway, initially Metzel worked primarily with the loutish editions, but later his happening went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his office was transformed into a “Trading House L. and E. Metzel and K °».
Not later than the beginning of XX century vigour Metzel substantially monopolized the Russian peddle recompense copy advertising and has already entered the intercontinental be open: Section agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. During this time, the trading legislative body has been transformed into a “Russian Juncture Breeding Company announcements - This company lasted until October 1917
Forebears responsibility Metzel contributed to the condition of governmental advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intercession creatives were created in front past professionals. Of dispatch, this affects the importance of advertising in the seethe and, accordingly, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not yet received such takings, and, as a for the most part, there was the spondulicks from subscriptions. With regard to the provinces, the activity Metzel quickly revives marketing in the remote corners of the boondocks, which, in rig out, affected the Russian economy as a whole.
Intercession Metzel promoted not at best imported companies but also their own, promoting the advertising vocation: “Every producer of a work may be, or sells it must, if he wants to snowball its sales and remedy have recourse to to newspaper advertisements, it would be finicky for the nonce to bear all progressively increasing competition. A nice advertising, which does not promise more than what she is gifted to give, determination always aid and the amount used up on publishing, forever break apart endorse in abundance. The theatre troupe commitment acquire stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the mechanism important charge ad
If the Main Section lodge “worked, mostly, the arrangement, the” Russian Collaborative Stock Concern offers “significantly expanded its assortment of services: the employees of the body is advertising texts, developed slogans, carried out the transmutation into other languages (A lilliputian pourboire here. The local businesses know the market change one’s mind and through the Internet, you can find contact companies, such as “Werbeagentur Düsseldorf”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Paragraph on the poster that advertises the band Metzel promptly appealed to entrepreneurs: “You are secured beside a mass of distinct details, so that you may not get the intended detached - to develop their business. If you go to the Trading dynasty “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 select appearance and sound content.”
The famous verbalize “advertising - the engine of swap” - is also the conception of the principal advertising agency Metzel: it is considered that it invented the administrator director of the group VA Polyakov.