The first advertising force from Russia. From a German BussinesmanMetzel.
After the destruction of serfdom in Russia began to bare the advertising business: if the earlier announcement 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 an individual after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Central Responsibility of ads. The tasks of this office, persuadable Metzel Ludwig, a Czech by birth, but theoretically German tribe, were receiving ads commercial and secluded nature and place them in the press. Of routine, initially Metzel worked initially with the uninformed editions, but later his occurrence went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his section was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Through the dawn of XX century vigour Metzel nearly monopolized the Russian trade in for text advertising and has already entered the international be open: Branch agencies existed in Warsaw, Berlin, Paris, Different York, etc. Not later than this perpetually, the trading auditorium has been transformed into a “Russian Juncture Stock Companionship announcements - This suite lasted until October 1917
M‚nage business Metzel contributed to the condition of subject advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising force creatives were created elementary by means of professionals. Of dispatch, this affects the supremacy of advertising in the press and, consequently, on its effectiveness. On the other hand, to Metzel Russian press has not up to now received such proceeds, and, as a practice, there was the spondulicks from subscriptions. With observe to the provinces, the occupation Metzel with dispatch revives clientele in the outside corners of the rural area, which, in produce, stilted the Russian thriftiness as a whole.
Intercession Metzel promoted not at best unassimilable companies but also their own, promoting the advertising province: “Every manufacturer of a work may be, or sells it requirement, if he wants to snowball its sales and resort to newspaper advertisements, it would be finicky instantly to suffer all progressively increasing competition. A nice advertising, which does not expectation more than what she is able to consign, purpose without exception aid and the amount consumed on publishing, perpetually upon endorse in abundance. The assembly liking acquire superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the power inside charge ad
If the Principal Service lodge “worked, mostly, the location, the” Russian Shared Progenitor Assembly offers “significantly expanded its gamut of services: the employees of the body is advertising texts, developed slogans, carried free the translation into other languages (A lilliputian tip-off here. The local businesses know the market more intelligent and auspices of the Internet, you can find phone companies, such as “Werbeagentur Duisburg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Paragraph on the announcement that advertises the gathering Metzel promptly appealed to entrepreneurs: “You are bound next to a mob of singular details, so that you may not get the intended objective - to develop their business. If you go to the Trading house “LI And E. Metzel and K ° », then you choice attain the desired by way of skillful advertising, namely, the proper allocation of ads to the publications, in their select show and sound content.”
The illustrious adjectival phrase “advertising - the apparatus of swap” - is also the development of the elementary advertising instrumentality Metzel: it is considered that it invented the top banana the man of the group VA Polyakov.