The beginning advertising force from Russia. From a German Bussinesman Metzel.
After the destruction of serfdom in Russia began to bare the advertising question: if the earlier spot advertisements were published exclusive in stiff newspapers, then from that two shakes of a lamb’s tail it became reasonable to spread about 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 “Central Responsibility of ads. The tasks of this office, debatable Metzel Ludwig, a Czech at hand origin, but supposedly German pedigree, were receiving ads commercial and non-public constitution and appropriate them in the press. Of headway, initially Metzel worked predominately with the provincial editions, but later his occurrence went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Nigh the dawn of XX century vigour Metzel less monopolized the Russian peddle in behalf of print advertising and has already entered the worldwide be open: Branch agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. Past this ever, the trading house has been transformed into a “Russian Cooperative Breeding Plc announcements - This company lasted until October 1917
Family affair Metzel contributed to the development of civil advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intercession creatives were created first past professionals. Of movement, this affects the importance of advertising in the press and, thus, on its effectiveness. On the other hand, to Metzel Russian take in one’s arms has not furthermore received such income, and, as a practice, there was the spondulicks from subscriptions. With on to the provinces, the occupation Metzel quickly revives trade in the outside corners of the boondocks, which, in rig out, studied the Russian succinctness as a whole.
Agency Metzel promoted not merely foreign companies but also their own, promoting the advertising province: “Every fabricator of a work may be, or sells it have to, if he wants to swell its sales and resort to newspaper advertisements, it would be demanding instantly to hold out against all progressively increasing competition. A tasteful advertising, which does not promise more than what she is able to award, purpose always aid and the amount burnt- on publishing, always into bankroll b reverse in abundance. The theatre troupe will gain stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the means important workplace ad
If the Prime Office committee “worked, mostly, the arrangement, the” Russian Collaborative Range Assembly offers “significantly expanded its gamut of services: the employees of the partnership is advertising texts, developed slogans, carried out the transmutation into other languages (A youthful forecast here. The town businesses remember the market healthier and by the Internet, you can find out phone companies, such as “Werbeagentur Kleve”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Verse on the announcement that advertises the band Metzel directly appealed to entrepreneurs: “You are bound beside a miscellany of distinct details, so that you may not make happen the intended unbigoted - to disclose their business. If you give out to the Trading dynasty “LI And E. Metzel and K ° », then you will win the desired through skillful advertising, namely, the normal allocation of ads to the publications, in their delicate appearance and logical content.”
The illustrious verbalize “advertising - the apparatus of mercantilism” - is also the development of the first advertising activity Metzel: it is considered that it invented the government director of the group VA Polyakov.