The beginning advertising workings from Russia. From a German BussinesmanMetzel.
After the elimination of serfdom in Russia began to develop the advertising question: if the earlier spot advertisements were published sole in true newspapers, then from that twinkling of an eye it became reachable to spread about newspapers on the scratch advertisers. Private publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Appointment of ads. The tasks of this section, debatable Metzel Ludwig, a Czech by origin, but presumably German tribe, were receiving ads commercial and secluded personality and place them in the press. Of routine, initially Metzel worked basically with the loutish 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 °».
Through the beginning of XX century enterprise Metzel virtually monopolized the Russian sell in behalf of text advertising and has already entered the intercontinental be open: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. By this perpetually, the trading house has been transformed into a “Russian Cooperative Source Plc announcements - This company lasted until October 1917
Parentage business Metzel contributed to the event of national advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intermediation creatives were created in front by professionals. Of advance, this affects the quality of advertising in the press and, accordingly, on its effectiveness. On the other conspiringly, to Metzel Russian tightly has not so far received such gains, and, as a practice, there was the spondulicks from subscriptions. With observe to the provinces, the activity Metzel quickly revives marketing in the unusual corners of the country, which, in shift, non-natural the Russian conservatism as a whole.
Intercession Metzel promoted not only imported companies but also their own, promoting the advertising vocation: “Every industrialist of a artifact may be, or sells it ought to, if he wants to extend its sales and retreat to newspaper advertisements, it would be difficult for the nonce to hold out against all progressively increasing competition. A decent advertising, which does not probability more than what she is gifted to give, will in perpetuity extras and the amount consumed on publishing, perpetually into bankroll b reverse in abundance. The theatre troupe commitment acquire superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the agency main workplace ad
If the Main Department committee “worked, mostly, the arrangement, the” Russian Joint Furnish Retinue offers “significantly expanded its latitude of services: the employees of the retinue is advertising texts, developed slogans, carried free the dispatch into other languages (A youthful pourboire here. The local businesses know the buy more intelligent and be means of the Internet, you can tumble to contact companies, such as “Werbeagentur Waltrop”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Primer on the announcement that advertises the gathering Metzel promptly appealed to entrepreneurs: “You are bound next to a miscellany of different details, so that you may not make happen the intended objective - to develop their business. If you give out to the Trading line “LI And E. Metzel and K ° », then you will attain the desired through skillful advertising, namely, the right allocation of ads to the publications, in their delicate appearance and inductive content.”
The illustrious commonplace “advertising - the machine of swap” - is also the development of the first advertising instrumentality Metzel: it is considered that it invented the top banana overseer of the group VA Polyakov.