The first advertising workings in Russia. From a German Bussinesman Metzel.
After the destruction of serfdom in Russia began to amplify the advertising question: if the earlier announcement advertisements were published exclusive in stiff newspapers, then from that two shakes of a lamb’s tail it became reasonable to promulgate newspapers on the scratch advertisers. Off the record publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Appointment of ads. The tasks of this office, debatable Metzel Ludwig, a Czech alongside birth, but theoretically German nationality, were receiving ads commercial and non-public nature and standing them in the press. Of course, initially Metzel worked initially with the provincial editions, but later his example in any event went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his section was transformed into a “Trading House L. and E. Metzel and K °».
Nigh the inception of XX century vigour Metzel nearly monopolized the Russian sell in behalf of text advertising and has already entered the ecumenical horizontal: Section agencies existed in Warsaw, Berlin, Paris, Further York, etc. By this schedule, the trading legislative body has been transformed into a “Russian Collective Stock Enterprise announcements - This fellowship lasted until October 1917
Parentage affair Metzel contributed to the event of subject advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intercession creatives were created in front by professionals. Of dispatch, this affects the importance of advertising in the seethe and, thus, on its effectiveness. On the other part, to Metzel Russian clasp has not yet received such proceeds, and, as a ruling, there was the cold hard cash from subscriptions. With observe to the provinces, the activity Metzel hastily revives trade in the alien corners of the boondocks, which, in produce, non-natural the Russian conservatism as a whole.
Power Metzel promoted not merely unassimilable companies but also their own, promoting the advertising vocation: “Every producer of a work may be, or sells it requirement, if he wants to snowball its sales and retreat to newspaper advertisements, it would be demanding now to bear all progressively increasing competition. A tasteful advertising, which does not promise more than what she is qualified to consign, will in perpetuity aid and the amount consumed on publishing, always break apart underwrite in abundance. The company commitment acquire fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the mechanism main workplace ad
If the Main Section board “worked, mostly, the placing, the” Russian Communal Stock Assembly offers “significantly expanded its assortment of services: the employees of the partnership is advertising texts, developed slogans, carried out the transmutation into other languages (A little tip-off here. The local businesses recognize the buy more intelligent and auspices of the Internet, you can ascertain association companies, such as “Werbeagentur Mönchengladbach”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Text on the poster that advertises the band Metzel speedily appealed to entrepreneurs: “You are secured next to a miscellany of out of the ordinary details, so that you may not realize the intended unbigoted - to develop their business. If you set out to the Trading line “LI And E. Metzel and K ° », then you will win the desired because of skillful advertising, namely, the normal allocation of ads to the publications, in their grand advent and inductive content.”
The illustrious phrase “advertising - the engine of swap” - is also the conception of the earliest advertising instrumentality Metzel: it is considered that it invented the top banana overseer of the group VA Polyakov.