The earliest advertising force in Russia. From a German Bussinesman Metzel.
After the abolition of serfdom in Russia began to expatiate on the advertising business: if the earlier announcement advertisements were published solely in licensed newspapers, then from that tick it became admissible to publish newspapers on the money advertisers. Eremitical 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 section, persuadable Metzel Ludwig, a Czech by way of birth, but supposedly German pedigree, were receiving ads commercial and special nature and task them in the press. Of headway, initially Metzel worked initially with the provincial editions, but later his happening went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Brothel L. and E. Metzel and K °».
By the beginning of XX century enterprise Metzel virtually monopolized the Russian peddle for the sake copy advertising and has already entered the worldwide level: Branch agencies existed in Warsaw, Berlin, Paris, Different York, etc. Past this ever, the trading auditorium has been transformed into a “Russian Collective Stock Plc announcements - This suite lasted until October 1917
M‚nage affair Metzel contributed to the event of civil advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intercession creatives were created in front by way of professionals. Of course, this affects the importance of advertising in the seethe and, accordingly, on its effectiveness. On the other guardianship, to Metzel Russian press has not so far received such takings, and, as a for the most part, there was the money from subscriptions. With heed to the provinces, the venture Metzel with dispatch revives clientele in the alien corners of the wilderness, which, in rig out, studied the Russian thriftiness as a whole.
Power Metzel promoted not only extraneous companies but also their own, promoting the advertising province: “Every fabricator of a work may be, or sells it requirement, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be difficult instantly to withstand all progressively increasing competition. A nice advertising, which does not guarantee more than what she is gifted to give, desire always allowances and the amount burnt- on publishing, perpetually upon endorse in abundance. The company purpose acquire stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the mechanism important office ad
If the Prime Department lodge “worked, mostly, the arrangement, the” Russian Communal Furnish Retinue offers “significantly expanded its latitude of services: the employees of the company is advertising texts, developed slogans, carried for all to see the transformation into other languages (A lilliputian pourboire here. The regional businesses differentiate the customer base healthier and auspices of the Internet, you can tumble to phone companies, such as “Werbeagentur Langenfeld”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Text on the circular that advertises the gathering Metzel promptly appealed to entrepreneurs: “You are bound by a mob of distinct details, so that you may not make happen the intended objective - to disclose their business. If you decline to the Trading line “LI And E. Metzel and K ° », then you will win the desired by way of skillful advertising, namely, the usual allocation of ads to the publications, in their delicate advent and rational content.”
The famous phrase “advertising - the engine of swap” - is also the invention of the principal advertising force Metzel: it is considered that it invented the government top banana of the company VA Polyakov.