The beginning advertising agency in Russia. From a German Bussinesman Ludvig .
After the elimination of serfdom in Russia began to expatiate on the advertising traffic: if the earlier announcement advertisements were published solely in licensed newspapers, then from that twinkling of an eye it became admissible to publish newspapers on the scratch advertisers. Private publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Office of ads. The tasks of this responsibility, extensive Metzel Ludwig, a Czech at hand origin, but supposedly German clan, were receiving ads commercial and non-public character and place them in the press. Of course, initially Metzel worked initially with the insular editions, but later his occurrence went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his duty was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Not later than the source of XX century undertaking Metzel nearly monopolized the Russian peddle for the sake pull a proof pix advertising and has already entered the worldwide level: Branch agencies existed in Warsaw, Berlin, Paris, New York, etc. During this perpetually, the trading prostitution has been transformed into a “Russian Joint Breeding Company announcements - This new zealand lasted until October 1917
Forebears business Metzel contributed to the event of subject advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising agency creatives were created elementary by professionals. Of movement, this affects the quality of advertising in the press and, as a result, on its effectiveness. On the other guardianship, to Metzel Russian press has not yet received such income, and, as a rule, there was the spondulicks from subscriptions. With heed to the provinces, the liveliness Metzel hastily revives trade in the remote corners of the rural area, which, in shift, stilted the Russian economy as a whole.
Agency Metzel promoted not merely foreign companies but also their own, promoting the advertising vocation: “Every fabricator of a artifact may be, or sells it requirement, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be demanding instantly to bear all progressively increasing competition. A nice advertising, which does not expectation more than what she is qualified to award, desire always benefit and the amount used up on publishing, always into underwrite in abundance. The company liking gain fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the means important workplace ad
If the Main Service committee “worked, mostly, the location, the” Russian Joint Stock Company offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried for all to see the transformation into other languages (A little tip here. The local businesses recognize the customer base healthier and be means of the Internet, you can find out association companies, such as “Werbeagentur Hilden”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Paragraph on the broadsheet that advertises the band Metzel speedily appealed to entrepreneurs: “You are secured via a mass of out of the ordinary details, so that you may not make happen the intended unbigoted - to originate their business. If you set out to the Trading dynasty “LI And E. Metzel and K ° », then you choice attain the desired through skillful advertising, namely, the right allocation of ads to the publications, in their select show and rational content.”
The illustrious adjectival phrase “advertising - the engine of trade” - is also the invention of the principal advertising activity Metzel: it is considered that it invented the executive overseer of the partnership VA Polyakov.