The opening advertising force in Russia. From a German Bussinesman Metzel.
After the destruction of serfdom in Russia began to amplify the advertising business: if the earlier notice advertisements were published solely in true newspapers, then from that two shakes of a lamb’s tail it became reachable to advertise newspapers on the money advertisers. Off the record publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Office of ads. The tasks of this responsibility, extensive Metzel Ludwig, a Czech at hand birth, but supposedly German tribe, were receiving ads commercial and special constitution and task them in the press. Of headway, initially Metzel worked primarily with the provincial editions, but later his example in any event went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his workplace was transformed into a “Trading House L. and E. Metzel and K °».
Nigh the inception of XX century vigour Metzel substantially monopolized the Russian peddle in behalf of pull a proof pix advertising and has already entered the intercontinental au fait with: Arm agencies existed in Warsaw, Berlin, Paris, Further York, etc. Not later than this perpetually, the trading prostitution has been transformed into a “Russian Collective Stock Enterprise announcements - This new zealand lasted until October 1917
M‚nage dealing Metzel contributed to the event of governmental advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intercession creatives were created in front past professionals. Of advance, this affects the je sais quoi of advertising in the cleave to and, thus, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not yet received such gains, and, as a rule, there was the cold hard cash from subscriptions. With regard to the provinces, the venture Metzel quickly revives trade in the outside corners of the boondocks, which, in rig out, non-natural the Russian thriftiness as a whole.
Intercession Metzel promoted not only extraneous companies but also their own, promoting the advertising province: “Every producer of a artifact may be, or sells it ought to, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be unmanageable now to hold out against all progressively increasing competition. A clean advertising, which does not guarantee more than what she is masterful to give, determination in perpetuity aid and the amount burnt- on publishing, each time come bankroll b reverse in abundance. The company will acquire superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the power important office ad
If the Central Department board “worked, mostly, the placing, the” Russian Communal Stock Assembly offers “significantly expanded its latitude of services: the employees of the partnership is advertising texts, developed slogans, carried for all to see the transmutation into other languages (A skimpy pourboire here. The regional businesses recognize the buy better and auspices of the Internet, you can find out contact companies, such as “Werbeagentur Kempen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Text on the circular that advertises the band Metzel promptly appealed to entrepreneurs: “You are secured via a miscellany of different details, so that you may not realize the intended even-handed - to disclose their business. If you give out to the Trading descendants “LI And E. Metzel and K ° », then you order achieve the desired because of skillful advertising, namely, the right allocation of ads to the publications, in their delicate appearance and rational content.”
The well-known phrase “advertising - the machine of trade” - is also the conception of the first advertising agency Metzel: it is considered that it invented the government the man of the partnership VA Polyakov.