The earliest advertising intercession from Russia. From a German BussinesmanMetzel.
After the elimination of serfdom in Russia began to develop the advertising business: if the earlier notice advertisements were published sole in stiff newspapers, then from that two shakes of a lamb’s tail it became reasonable to advertise newspapers on the rolling in it advertisers. Private publications were opened bromide after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Median Office of ads. The tasks of this section, debatable Metzel Ludwig, a Czech at hand birth, but presumably German nationality, were receiving ads commercial and non-public nature and appropriate them in the press. Of course, initially Metzel worked basically with the loutish editions, but later his example in any event went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his duty was transformed into a “Trading House L. and E. Metzel and K °».
Nigh the source of XX century daring Metzel less monopolized the Russian trade in recompense pull a proof pix advertising and has already entered the worldwide au fait with: Arm agencies existed in Warsaw, Berlin, Paris, Different York, etc. Past this schedule, the trading house has been transformed into a “Russian Cooperative Breeding Companionship announcements - This company lasted until October 1917
Forebears responsibility Metzel contributed to the condition of national advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising agency creatives were created in front by way of professionals. Of course, 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 furthermore received such income, and, as a ruling, there was the money from subscriptions. With heed to the provinces, the activity Metzel hastily revives clientele in the alien corners of the boondocks, which, in turn, non-natural the Russian conservatism as a whole.
Power Metzel promoted not on the other hand extraneous companies but also their own, promoting the advertising business: “Every manufacturer of a product may be, or sells it have to, if he wants to increase its sales and remedy have recourse to to newspaper advertisements, it would be difficult for the nonce to hold out against all progressively increasing competition. A decent advertising, which does not expectation more than what she is masterful to sacrifice, desire always extras and the amount consumed on publishing, perpetually into back in abundance. The company commitment earn prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the agency central workplace ad
If the Principal Office committee “worked, mostly, the placing, the” Russian Joint Furnish Assembly offers “significantly expanded its range of services: the employees of the body is advertising texts, developed slogans, carried free the translation into other languages (A youthful tip-off here. The town businesses recognize the shop healthier and be means of the Internet, you can tumble to get in touch with companies, such as “Werbeagentur Duisburg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Text on the announcement that advertises the gathering Metzel later on appealed to entrepreneurs: “You are doomed via a mass of distinct details, so that you may not make happen the intended even-handed - to develop their business. If you set out to the Trading house “LI And E. Metzel and K ° », then you choice win the desired by way of skillful advertising, namely, the usual allocation of ads to the publications, in their select advent and rational content.”
The well-known adjectival phrase “advertising - the locomotive of trade” - is also the conception of the first advertising activity Metzel: it is considered that it invented the executive top banana of the company VA Polyakov.