The beginning advertising force in Russia. From a German Bussinesman Metzel.
After the abolition of serfdom in Russia began to expatiate on the advertising question: if the earlier spot advertisements were published solely in licensed newspapers, then from that moment it became admissible to spread about newspapers on the rolling in it advertisers. Private publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Appointment of ads. The tasks of this service, persuadable Metzel Ludwig, a Czech at hand confinement, but rumour has it German nationality, were receiving ads commercial and special nature and task them in the press. Of headway, initially Metzel worked predominately with the provincial editions, but later his occurrence went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his workplace was transformed into a “Trading House L. and E. Metzel and K °».
Nigh the inception of XX century undertaking Metzel less monopolized the Russian peddle for text advertising and has already entered the ecumenical horizontal: Branch agencies existed in Warsaw, Berlin, Paris, Different York, etc. By this ever, the trading prostitution has been transformed into a “Russian Collective Source Plc announcements - This new zealand lasted until October 1917
Parentage affair Metzel contributed to the occurrence of national advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intermediation creatives were created first by means of professionals. Of dispatch, this affects the je sais quoi of advertising in the press and, accordingly, on its effectiveness. On the other conspiringly, to Metzel Russian press has not so far received such takings, and, as a for the most part, there was the cold hard cash from subscriptions. With observe to the provinces, the activity Metzel with dispatch revives dealings in the remote corners of the rural area, which, in turn, affected the Russian conservatism as a whole.
Power Metzel promoted not only foreign companies but also their own, promoting the advertising company: “Every fabricator of a product may be, or sells it ought to, if he wants to extend its sales and fall back on to newspaper advertisements, it would be demanding instantly to hold out against all progressively increasing competition. A decent advertising, which does not promise more than what she is able to award, determination without exception benefit and the amount consumed on publishing, forever come underwrite in abundance. The company purpose earn stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the power main office ad
If the Central Department committee “worked, mostly, the placing, the” Russian Joint Progenitor Retinue offers “significantly expanded its range of services: the employees of the retinue is advertising texts, developed slogans, carried free the transmutation into other languages (A skimpy tip here. The town businesses remember the customer base healthier and by the Internet, you can find out phone companies, such as “Werbeagentur Herten”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Paragraph on the poster that advertises the band Metzel later on appealed to entrepreneurs: “You are forced beside a mob of distinct details, so that you may not get the intended unbigoted - to age their business. If you give out to the Trading descendants “LI And E. Metzel and K ° », then you order attain the desired through skillful advertising, namely, the proper allocation of ads to the publications, in their select show and logical content.”
The illustrious commonplace “advertising - the apparatus of swap” - is also the development of the elementary advertising force Metzel: it is considered that it invented the administrator top banana of the group VA Polyakov.