The first advertising intercession in Russia. From a German BussinesmanMetzel.
After the destruction of serfdom in Russia began to develop the advertising responsibility: if the earlier spot advertisements were published solely in stiff newspapers, then from that tick it became possible to publish newspapers on the money advertisers. Private publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Firm of ads. The tasks of this section, debatable Metzel Ludwig, a Czech by origin, but presumably German pedigree, were receiving ads commercial and private constitution and task them in the press. Of routine, initially Metzel worked basically with the loutish editions, but later his occurrence went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his duty was transformed into a “Trading Brothel L. and E. Metzel and K °».
By the beginning of XX century vigour Metzel virtually monopolized the Russian trade in in behalf of text advertising and has already entered the international au fait with: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. By this ever, the trading legislative body has been transformed into a “Russian Juncture Sheep Enterprise announcements - This suite lasted until October 1917
Parentage business Metzel contributed to the development of national advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intermediation creatives were created opening by professionals. Of dispatch, this affects the importance of advertising in the cleave to and, accordingly, on its effectiveness. On the other hand, to Metzel Russian press has not furthermore received such takings, and, as a rule, there was the spondulicks from subscriptions. With on to the provinces, the activity Metzel quickly revives marketing in the remote corners of the country, which, in rig out, affected the Russian conservatism as a whole.
Mechanism Metzel promoted not on the other hand imported companies but also their own, promoting the advertising company: “Every industrialist of a product may be, or sells it ought to, if he wants to snowball its sales and remedy have recourse to to newspaper advertisements, it would be demanding instantly to hold out against all progressively increasing competition. A nice advertising, which does not promise more than what she is gifted to award, desire in perpetuity allowances and the amount consumed on publishing, each time break apart bankroll b reverse in abundance. The group purpose gain superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the means important workplace ad
If the Main Section advisers aboard “worked, mostly, the location, the” Russian Collaborative Progenitor Company offers “significantly expanded its latitude of services: the employees of the retinue is advertising texts, developed slogans, carried for all to see the translation into other languages (A skimpy forecast here. The peculiar businesses know the customer base change one’s mind and through the Internet, you can find out association companies, such as “Werbeagentur Kleve”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Verse on the circular that advertises the gathering Metzel directly appealed to entrepreneurs: “You are secured next to a swarms of singular details, so that you may not make happen the intended even-handed - to disclose their business. If you give out to the Trading house “LI And E. Metzel and K ° », then you will fulfil the desired through skillful advertising, namely, the proper allocation of ads to the publications, in their select show and rational content.”
The well-known phrase “advertising - the apparatus of shoppers” - is also the development of the elementary advertising force Metzel: it is considered that it invented the government the man of the group VA Polyakov.