The earliest advertising workings in Russia. From a German BussinesmanMetzel.
After the destruction of serfdom in Russia began to bare the advertising traffic: if the earlier announcement advertisements were published exclusive in licensed newspapers, then from that tick it became possible to publish newspapers on the rolling in it advertisers. Eremitical publications were opened one after another, and already in 1878 in St. Petersburg was founded the original advertising agency, called “Median Appointment of ads. The tasks of this responsibility, debatable Metzel Ludwig, a Czech by origin, but rumour has it German pedigree, were receiving ads commercial and private nature and task them in the press. Of course, initially Metzel worked predominately with the provincial editions, but later his example in any event went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his workplace was transformed into a “Trading House L. and E. Metzel and K °».
Nigh the inception of XX century daring Metzel virtually monopolized the Russian peddle in behalf of print advertising and has already entered the international au fait with: Arm agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. By this schedule, the trading house has been transformed into a “Russian Joint Sheep Enterprise announcements - This new zealand lasted until October 1917
Parentage business Metzel contributed to the development of governmental advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising agency creatives were created opening by way of professionals. Of dispatch, this affects the quality of advertising in the seethe and, as a result, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not furthermore received such income, and, as a for the most part, there was the cold hard cash from subscriptions. With observe to the provinces, the activity Metzel quickly revives clientele in the outside corners of the boondocks, which, in turn, affected the Russian conservatism as a whole.
Intercession Metzel promoted not at best foreign companies but also their own, promoting the advertising business: “Every producer of a artifact may be, or sells it have to, if he wants to extend its sales and remedy have recourse to to newspaper advertisements, it would be unmanageable for the nonce to bear all progressively increasing competition. A clean advertising, which does not expectation more than what she is gifted to award, will in perpetuity allowances and the amount consumed on publishing, always come underwrite in abundance. The theatre troupe commitment into stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the agency important charge ad
If the Central Department advisers aboard “worked, mostly, the location, the” Russian Collaborative Range Concern offers “significantly expanded its range of services: the employees of the partnership is advertising texts, developed slogans, carried free the translation into other languages (A lilliputian tip here. The local businesses know the market change one’s mind and through the Internet, you can find out association companies, such as “Werbeagentur Essen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Verse on the announcement that advertises the guests Metzel directly appealed to entrepreneurs: “You are bound beside a mob of singular details, so that you may not get the intended even-handed - to develop their business. If you give out to the Trading descendants “LI And E. Metzel and K ° », then you compel win the desired because of skillful advertising, namely, the normal allocation of ads to the publications, in their elegant appearance and inductive content.”
The famous commonplace “advertising - the machine of shoppers” - is also the development of the principal advertising agency Metzel: it is considered that it invented the top banana overseer of the troop VA Polyakov.