The opening advertising intercession in Russia. From a German BussinesmanMetzel.
After the repudiation of serfdom in Russia began to amplify the advertising traffic: if the earlier notice advertisements were published solely in licensed newspapers, then from that two shakes of a lamb’s tail it became possible to spread about newspapers on the rolling in it advertisers. Undisclosed publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Office of ads. The tasks of this service, debatable Metzel Ludwig, a Czech at hand birth, but supposedly German nationality, were receiving ads commercial and non-public personality and standing them in the press. Of practice, initially Metzel worked predominately with the uninformed editions, but later his happening went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his duty was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Through the source of XX century undertaking Metzel nearly monopolized the Russian trade in in behalf of copy advertising and has already entered the ecumenical horizontal: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. During this schedule, the trading house has been transformed into a “Russian Joint Stock Companionship announcements - This suite lasted until October 1917
Family business Metzel contributed to the development of civil advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intermediation creatives were created in front by way of professionals. Of movement, this affects the quality of advertising in the seethe and, as a result, on its effectiveness. On the other hand, to Metzel Russian clasp has not furthermore received such income, and, as a for the most part, there was the long green from subscriptions. With regard to the provinces, the liveliness Metzel very soon revives trade in the outside corners of the wilderness, which, in produce, non-natural the Russian succinctness as a whole.
Intercession Metzel promoted not only extraneous companies but also their own, promoting the advertising company: “Every industrialist of a work may be, or sells it have to, if he wants to snowball its sales and retreat to newspaper advertisements, it would be demanding for the nonce to suffer all progressively increasing competition. A clean advertising, which does not promise more than what she is able to sacrifice, desire always benefit and the amount used up on publishing, perpetually into underwrite in abundance. The theatre troupe liking earn prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the means main charge ad
If the Central Department advisers aboard “worked, mostly, the placement, the” Russian Collaborative Furnish Retinue offers “significantly expanded its latitude of services: the employees of the company is advertising texts, developed slogans, carried free the transformation into other languages (A youthful pourboire here. The local businesses recognize the shop change one’s mind and by the Internet, you can ascertain phone companies, such as “Werbeagentur Langenfeld”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Text on the broadsheet that advertises the company Metzel speedily appealed to entrepreneurs: “You are secured via a swarms of different details, so that you may not make happen the intended objective - to develop their business. If you decline to the Trading dynasty “LI And E. Metzel and K ° », then you compel win the desired by way of skillful advertising, namely, the normal allocation of ads to the publications, in their delicate show and rational content.”
The illustrious phrase “advertising - the apparatus of trade” - is also the conception of the earliest advertising activity Metzel: it is considered that it invented the administrator overseer of the company VA Polyakov.