The first advertising workings from Russia. From a German BussinesmanMetzel.
After the destruction of serfdom in Russia began to amplify the advertising business: if the earlier notice advertisements were published only in official newspapers, then from that two shakes of a lamb’s tail it became reasonable to promulgate newspapers on the scratch advertisers. Undisclosed publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Office of ads. The tasks of this service, debatable Metzel Ludwig, a Czech at hand origin, but rumour has it German clan, were receiving ads commercial and non-public character and standing them in the press. Of headway, initially Metzel worked predominately with the loutish editions, but later his occurrence went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading Home L. and E. Metzel and K °».
Through the beginning of XX century daring Metzel virtually monopolized the Russian trade in for copy advertising and has already entered the worldwide horizontal: Limb agencies existed in Warsaw, Berlin, Paris, Further York, etc. Past this perpetually, the trading house has been transformed into a “Russian Joint Stock Enterprise announcements - This company lasted until October 1917
Parentage business Metzel contributed to the development 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 course, this affects the supremacy of advertising in the impel and, as a result, on its effectiveness. On the other hand, to Metzel Russian press has not furthermore received such gains, and, as a practice, there was the spondulicks from subscriptions. With observe to the provinces, the liveliness Metzel very soon revives dealings in the remote corners of the boondocks, which, in produce, affected the Russian thriftiness as a whole.
Mechanism Metzel promoted not only unassimilable companies but also their own, promoting the advertising province: “Every industrialist of a consequence may be, or sells it have to, if he wants to increase its sales and fall back on to newspaper advertisements, it would be demanding now to withstand all progressively increasing competition. A tasteful advertising, which does not expectation more than what she is masterful to sacrifice, determination continually benefit and the amount spent on publishing, perpetually break apart back in abundance. The group purpose earn superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the power inside charge ad
If the Main Office advisers aboard “worked, mostly, the placement, the” Russian Joint Range Retinue offers “significantly expanded its assortment of services: the employees of the retinue is advertising texts, developed slogans, carried distant the transformation into other languages (A youthful pourboire here. The town businesses differentiate the customer base healthier and by the Internet, you can find get in touch with companies, such as “Werbeagentur Witten”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Verse on the broadsheet that advertises the gathering Metzel later on appealed to entrepreneurs: “You are forced next to a mass of distinct details, so that you may not make happen the intended even-handed - to disclose their business. If you go to the Trading descendants “LI And E. Metzel and K ° », then you will win the desired because of skillful advertising, namely, the right allocation of ads to the publications, in their delicate appearance and sound content.”
The famous adjectival phrase “advertising - the machine of mercantilism” - is also the development of the earliest advertising agency Metzel: it is considered that it invented the administrator top banana of the partnership VA Polyakov.