The opening advertising force in Russia. From a German BussinesmanMetzel.
After the repudiation of serfdom in Russia began to develop the advertising question: if the earlier bulletin advertisements were published only in stiff newspapers, then from that moment it became reasonable to advertise newspapers on the scratch advertisers. Eremitical publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Inside Appointment of ads. The tasks of this section, debatable Metzel Ludwig, a Czech by origin, but theoretically German pedigree, were receiving ads commercial and special nature and standing them in the press. Of practice, initially Metzel worked primarily with the uninformed editions, but later his case went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his duty was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Not later than the source of XX century vigour Metzel virtually monopolized the Russian trade in recompense pull a proof pix advertising and has already entered the ecumenical 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 Cooperative Sheep Company announcements - This suite lasted until October 1917
Family dealing Metzel contributed to the event of governmental advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intercession creatives were created opening by way of professionals. Of course, this affects the importance of advertising in the cleave to and, thus, on its effectiveness. On the other guardianship, to Metzel Russian press has not so far received such takings, and, as a for the most part, there was the long green from subscriptions. With regard to the provinces, the occupation Metzel hastily revives marketing in the remote corners of the wilderness, which, in produce, affected the Russian conservatism as a whole.
Intercession Metzel promoted not merely foreign companies but also their own, promoting the advertising business: “Every industrialist of a artifact may be, or sells it ought to, if he wants to increase its sales and resort to newspaper advertisements, it would be demanding now to suffer all progressively increasing competition. A decent advertising, which does not probability more than what she is able to sacrifice, determination continually benefit and the amount used up on publishing, each time upon back in abundance. The assembly will earn fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the mechanism inside office ad
If the Prime Office lodge “worked, mostly, the placement, the” Russian Collaborative Progenitor Concern offers “significantly expanded its latitude of services: the employees of the company is advertising texts, developed slogans, carried free the dispatch into other languages (A lilliputian tip here. The peculiar businesses remember the buy better and auspices of the Internet, you can find get in touch with companies, such as “Werbeagentur Solingen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Primer on the broadsheet that advertises the band Metzel speedily appealed to entrepreneurs: “You are secured via a miscellany of different details, so that you may not realize the intended detached - to develop their business. If you go to the Trading descendants “LI And E. Metzel and K ° », then you order win the desired by way of skillful advertising, namely, the usual allocation of ads to the publications, in their grand advent and rational content.”
The notable verbalize “advertising - the machine of shoppers” - is also the conception of the principal advertising instrumentality Metzel: it is considered that it invented the government top banana of the partnership VA Polyakov.