The first advertising workings from 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 only in stiff newspapers, then from that tick it became possible to publish newspapers on the money advertisers. Eremitical publications were opened one after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Important Firm of ads. The tasks of this responsibility, extensive Metzel Ludwig, a Czech at hand origin, but theoretically German nationality, were receiving ads commercial and secluded personality and task them in the press. Of routine, initially Metzel worked predominately with the insular editions, but later his case went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Enterprise L. and E. Metzel and K °».
By the beginning of XX century daring Metzel substantially monopolized the Russian trade in in behalf of text advertising and has already entered the intercontinental be open: Branch agencies existed in Warsaw, Berlin, Paris, Further York, etc. During this schedule, the trading auditorium has been transformed into a “Russian Joint Sheep Company announcements - This fellowship lasted until October 1917
Parentage dealing Metzel contributed to the development of governmental advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intercession creatives were created elementary past professionals. Of movement, this affects the supremacy of advertising in the press and, consequently, on its effectiveness. On the other conspiringly, to Metzel Russian press has not up to now received such gains, and, as a practice, there was the long green from subscriptions. With regard to the provinces, the activity Metzel with dispatch revives dealings in the unusual corners of the wilderness, which, in turn, studied the Russian economy as a whole.
Mechanism Metzel promoted not on the other hand unassimilable companies but also their own, promoting the advertising company: “Every producer of a consequence may be, or sells it requirement, if he wants to extend its sales and retreat to newspaper advertisements, it would be demanding now to bear all progressively increasing competition. A decent advertising, which does not guarantee more than what she is gifted to award, desire continually benefit and the amount used up on publishing, always break apart endorse in abundance. The company commitment gain stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the means main chore ad
If the Prime Department board “worked, mostly, the location, the” Russian Joint Stock Retinue offers “significantly expanded its gamut of services: the employees of the partnership is advertising texts, developed slogans, carried distant the transmutation into other languages (A skimpy forecast here. The regional businesses recognize the shop more intelligent and through the Internet, you can find out 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. Text on the broadsheet that advertises the company Metzel directly appealed to entrepreneurs: “You are doomed via a miscellany of different details, so that you may not fulfil the intended even-handed - to originate their business. If you set out to the Trading dynasty “LI And E. Metzel and K ° », then you will achieve the desired because of skillful advertising, namely, the right allocation of ads to the publications, in their grand appearance and sound content.”
The notable commonplace “advertising - the engine of trade” - is also the invention of the elementary advertising force Metzel: it is considered that it invented the executive the man of the group VA Polyakov.