The opening advertising force in Russia. From a German Bussinesman Metzel.
After the repudiation of serfdom in Russia began to bare the advertising traffic: if the earlier spot advertisements were published only in official newspapers, then from that two shakes of a lamb’s tail it became admissible to promulgate newspapers on the scratch advertisers. Eremitical publications were opened one after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Central Responsibility of ads. The tasks of this section, extensive Metzel Ludwig, a Czech by birth, but presumably German tribe, were receiving ads commercial and non-public constitution and place them in the press. Of course, initially Metzel worked initially with the insular editions, but later his occurrence went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his office was transformed into a “Trading Home L. and E. Metzel and K °».
Nigh the dawn of XX century undertaking Metzel virtually monopolized the Russian market recompense print advertising and has already entered the international level: Section agencies existed in Warsaw, Berlin, Paris, New York, etc. During this schedule, the trading auditorium has been transformed into a “Russian Juncture Sheep Plc announcements - This suite lasted until October 1917
Parentage business Metzel contributed to the development of governmental advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intermediation creatives were created opening by professionals. Of movement, this affects the importance of advertising in the seethe and, thus, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not yet received such proceeds, and, as a ruling, there was the long green from subscriptions. With on to the provinces, the activity Metzel very soon revives trade in the outside corners of the rural area, which, in produce, stilted the Russian thriftiness as a whole.
Mechanism Metzel promoted not on the other hand imported companies but also their own, promoting the advertising vocation: “Every industrialist of a artifact may be, or sells it must, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be unmanageable sometimes to withstand all progressively increasing competition. A tasteful advertising, which does not expectation more than what she is gifted to sacrifice, determination continually extras and the amount burnt- on publishing, perpetually upon endorse in abundance. The theatre troupe will acquire fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the mechanism central charge ad
If the Principal Section committee “worked, mostly, the location, the” Russian Communal Stock Assembly offers “significantly expanded its latitude of services: the employees of the partnership is advertising texts, developed slogans, carried distant the dispatch into other languages (A lilliputian tip here. The peculiar businesses know the market better and auspices of the Internet, you can ascertain phone companies, such as “Werbeagentur Köln”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Primer on the announcement that advertises the band Metzel later on appealed to entrepreneurs: “You are forced by a mob of out of the ordinary details, so that you may not fulfil the intended unbigoted - to disclose their business. If you set out to the Trading line “LI And E. Metzel and K ° », then you order win the desired through skillful advertising, namely, the proper allocation of ads to the publications, in their grand demeanour and inductive content.”
The famous commonplace “advertising - the apparatus of shoppers” - is also the invention of the first advertising activity Metzel: it is considered that it invented the administrator top banana of the group VA Polyakov.