The opening advertising workings in Russia. From a German BussinesmanMetzel.
After the repudiation of serfdom in Russia began to expatiate on the advertising question: if the earlier notice advertisements were published solely in official newspapers, then from that twinkling of an eye it became reasonable to publish newspapers on the money advertisers. Private publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Median Firm of ads. The tasks of this section, debatable Metzel Ludwig, a Czech by confinement, but rumour has it German pedigree, were receiving ads commercial and private personality and place 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 customer base metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Nigh the inception of XX century daring Metzel substantially monopolized the Russian market for text advertising and has already entered the ecumenical au fait with: Arm agencies existed in Warsaw, Berlin, Paris, New York, etc. Not later than this time, the trading prostitution has been transformed into a “Russian Juncture Source Company announcements - This new zealand lasted until October 1917
Parentage dealing Metzel contributed to the condition of civil advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising force creatives were created elementary past professionals. Of advance, this affects the importance of advertising in the cleave to and, as a result, on its effectiveness. On the other guardianship, to Metzel Russian take in one’s arms has not so far received such takings, and, as a rule, there was the money from subscriptions. With heed to the provinces, the venture Metzel with dispatch revives marketing in the outside corners of the boondocks, which, in shift, non-natural the Russian economy as a whole.
Agency Metzel promoted not merely unassimilable companies but also their own, promoting the advertising vocation: “Every manufacturer of a work may be, or sells it requirement, if he wants to extend its sales and fall back on to newspaper advertisements, it would be finicky for the nonce to suffer all progressively increasing competition. A decent advertising, which does not guarantee more than what she is able to sacrifice, will always extras and the amount used up on publishing, each time into underwrite 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 power inside charge ad
If the Principal Department board “worked, mostly, the placing, the” Russian Collaborative Stock Retinue offers “significantly expanded its latitude of services: the employees of the partnership is advertising texts, developed slogans, carried out the transformation into other languages (A little pourboire here. The town businesses recognize the buy better and be means of the Internet, you can ascertain phone companies, such as “Werbeagentur Kamp-Lintfort”), 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 later on appealed to entrepreneurs: “You are forced next to a mass of singular details, so that you may not get the intended objective - to age their business. If you give out to the Trading line “LI And E. Metzel and K ° », then you compel attain the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their delicate show and rational content.”
The well-known adjectival phrase “advertising - the locomotive of swap” - is also the development of the principal advertising force Metzel: it is considered that it invented the top banana overseer of the company VA Polyakov.