The earliest advertising agency from Russia. From a German Bussinesman Ludvig .
After the abolition of serfdom in Russia began to expatiate on the advertising question: if the earlier spot advertisements were published sole in stiff newspapers, then from that tick it became admissible to advertise newspapers on the scratch advertisers. Private publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Responsibility of ads. The tasks of this responsibility, debatable Metzel Ludwig, a Czech by way of confinement, but theoretically German pedigree, were receiving ads commercial and special constitution and appropriate them in the press. Of headway, initially Metzel worked primarily with the insular editions, but later his case went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his duty was transformed into a “Trading Home L. and E. Metzel and K °».
By the beginning of XX century undertaking Metzel virtually monopolized the Russian peddle for text advertising and has already entered the intercontinental horizontal: Branch agencies existed in Warsaw, Berlin, Paris, Further York, etc. During this perpetually, the trading prostitution has been transformed into a “Russian Joint Breeding Company announcements - This company lasted until October 1917
Parentage dealing Metzel contributed to the condition of governmental advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising agency creatives were created elementary by way of professionals. Of advance, this affects the supremacy of advertising in the press and, consequently, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not furthermore received such gains, and, as a practice, there was the spondulicks from subscriptions. With regard to the provinces, the venture Metzel with dispatch revives marketing in the alien corners of the wilderness, which, in turn, studied the Russian thriftiness as a whole.
Mechanism Metzel promoted not on the other hand unassimilable companies but also their own, promoting the advertising province: “Every manufacturer of a work may be, or sells it must, if he wants to swell its sales and resort to newspaper advertisements, it would be finicky now to suffer all progressively increasing competition. A tasteful advertising, which does not expectation more than what she is masterful to give, determination always allowances and the amount consumed on publishing, always upon endorse in abundance. The company will earn stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the mechanism central chore ad
If the Central Department lodge “worked, mostly, the arrangement, the” Russian Communal Stock Assembly offers “significantly expanded its latitude of services: the employees of the retinue is advertising texts, developed slogans, carried distant the transformation into other languages (A little forecast here. The regional businesses recognize the shop healthier and auspices of the Internet, you can find contact companies, such as “Werbeagentur Kerken”), 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 guests Metzel later on appealed to entrepreneurs: “You are doomed by a miscellany of singular details, so that you may not fulfil the intended even-handed - to originate their business. If you decline to the Trading house “LI And E. Metzel and K ° », then you compel fulfil the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their select show and logical content.”
The notable commonplace “advertising - the apparatus of mercantilism” - is also the development of the elementary advertising activity Metzel: it is considered that it invented the government director of the company VA Polyakov.