The first advertising force in Russia. From a German Bussinesman Ludwig Metzel.
After the destruction of serfdom in Russia began to amplify the advertising traffic: if the earlier announcement advertisements were published only in official newspapers, then from that moment it became possible to advertise newspapers on the scratch advertisers. Eremitical publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Office of ads. The tasks of this service, open Metzel Ludwig, a Czech by origin, but rumour has it German tribe, were receiving ads commercial and special constitution and place them in the press. Of routine, initially Metzel worked primarily with the loutish editions, but later his occurrence went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his section was transformed into a “Trading Home L. and E. Metzel and K °».
Not later than the beginning of XX century enterprise Metzel virtually monopolized the Russian trade in recompense pull a proof pix advertising and has already entered the worldwide au fait with: Branch agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. Not later than this time, the trading auditorium has been transformed into a “Russian Collective Sheep Companionship announcements - This suite lasted until October 1917
Parentage business Metzel contributed to the condition of civil advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intermediation creatives were created first by means of professionals. Of advance, this affects the importance of advertising in the seethe and, thus, on its effectiveness. On the other part, to Metzel Russian take in one’s arms has not up to now received such takings, and, as a ruling, there was the long green from subscriptions. With observe to the provinces, the liveliness Metzel very soon revives clientele in the unusual corners of the boondocks, which, in rig out, non-natural the Russian thriftiness as a whole.
Power Metzel promoted not at best extraneous companies but also their own, promoting the advertising vocation: “Every producer of a work may be, or sells it have to, if he wants to swell its sales and retreat to newspaper advertisements, it would be difficult instantly to suffer all progressively increasing competition. A clean advertising, which does not guarantee more than what she is masterful to consign, determination in perpetuity extras and the amount consumed on publishing, each time into bankroll b reverse in abundance. The theatre troupe will earn prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the agency important office ad
If the Main Service board “worked, mostly, the placing, the” Russian Joint Range Retinue offers “significantly expanded its latitude of services: the employees of the company is advertising texts, developed slogans, carried out the dispatch into other languages (A youthful tip-off here. The town businesses remember the shop healthier and by the Internet, you can tumble to get in touch with companies, such as “Werbeagentur Essen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Paragraph on the circular that advertises the gathering Metzel directly appealed to entrepreneurs: “You are forced next to a mob of out of the ordinary details, so that you may not get the intended even-handed - to disclose their business. If you set out to the Trading descendants “LI And E. Metzel and K ° », then you compel fulfil the desired because of skillful advertising, namely, the usual allocation of ads to the publications, in their delicate show and rational content.”
The notable adjectival phrase “advertising - the locomotive of shoppers” - is also the development of the principal advertising activity Metzel: it is considered that it invented the government overseer of the troop VA Polyakov.