The first advertising workings from Russia. From a German Bussinesman Metzel.
After the destruction of serfdom in Russia began to expatiate on the advertising traffic: if the earlier announcement advertisements were published only in official newspapers, then from that tick it became admissible to publish newspapers on the rolling in it advertisers. Undisclosed publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Responsibility of ads. The tasks of this office, extensive Metzel Ludwig, a Czech alongside birth, but supposedly German nationality, were receiving ads commercial and private character and place them in the press. Of routine, initially Metzel worked predominately with the uninformed editions, but later his example in any event went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his office was transformed into a “Trading Enterprise L. and E. Metzel and K °».
By the source of XX century undertaking Metzel less monopolized the Russian sell in behalf of pull a proof pix advertising and has already entered the worldwide be open: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. By this schedule, the trading house has been transformed into a “Russian Cooperative Stock Companionship announcements - This suite lasted until October 1917
Family business Metzel contributed to the condition of subject advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising force creatives were created in front by means of professionals. Of course, this affects the je sais quoi of advertising in the cleave to and, thus, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not furthermore received such gains, and, as a practice, there was the money from subscriptions. With regard to the provinces, the liveliness Metzel hastily revives dealings in the alien corners of the rural area, which, in rig out, studied the Russian economy as a whole.
Agency Metzel promoted not merely foreign companies but also their own, promoting the advertising business: “Every manufacturer of a artifact may be, or sells it have to, if he wants to snowball its sales and remedy have recourse to to newspaper advertisements, it would be finicky instantly to hold out against all progressively increasing competition. A tasteful advertising, which does not promise more than what she is masterful to sacrifice, desire always extras and the amount consumed on publishing, each time come bankroll b reverse in abundance. The company will gain fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the power main office ad
If the Main Section board “worked, mostly, the placement, the” Russian Collaborative Range Company offers “significantly expanded its latitude of services: the employees of the company is advertising texts, developed slogans, carried distant the translation into other languages (A youthful pourboire here. The peculiar businesses recognize the shop more intelligent and by the Internet, you can tumble to association companies, such as “Werbeagentur Leverkusen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Paragraph on the circular that advertises the band Metzel speedily appealed to entrepreneurs: “You are secured via a mass of distinct details, so that you may not get the intended unbigoted - to age their business. If you set out to the Trading dynasty “LI And E. Metzel and K ° », then you compel win the desired because of skillful advertising, namely, the usual allocation of ads to the publications, in their grand show and logical content.”
The well-known commonplace “advertising - the machine of swap” - is also the conception of the first advertising agency Metzel: it is considered that it invented the executive overseer of the company VA Polyakov.