The opening advertising workings from Russia. From a German BussinesmanMetzel.
After the repudiation of serfdom in Russia began to amplify the advertising question: if the earlier spot advertisements were published sole in licensed newspapers, then from that two shakes of a lamb’s tail it became admissible to spread about newspapers on the scratch advertisers. Off the record publications were opened anybody after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Inside Responsibility of ads. The tasks of this service, open Metzel Ludwig, a Czech by way of confinement, but rumour has it German nationality, were receiving ads commercial and special constitution and appropriate 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 trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading House L. and E. Metzel and K °».
By the dawn of XX century undertaking Metzel substantially monopolized the Russian trade in for text advertising and has already entered the intercontinental horizontal: Branch agencies existed in Warsaw, Berlin, Paris, New York, etc. Not later than this perpetually, the trading auditorium has been transformed into a “Russian Collective Stock Plc announcements - This fellowship lasted until October 1917
Parentage business Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising force creatives were created in front past professionals. Of movement, this affects the importance of advertising in the press and, as a result, on its effectiveness. On the other hand, to Metzel Russian press has not up to now received such proceeds, and, as a rule, there was the cold hard cash from subscriptions. With on to the provinces, the liveliness Metzel very soon revives dealings in the remote corners of the boondocks, which, in produce, affected the Russian succinctness as a whole.
Intercession Metzel promoted not at best imported companies but also their own, promoting the advertising province: “Every fabricator of a artifact may be, or sells it must, if he wants to increase its sales and fall back on to newspaper advertisements, it would be finicky for the nonce to bear all progressively increasing competition. A decent advertising, which does not expectation more than what she is qualified to sacrifice, purpose in perpetuity extras and the amount burnt- on publishing, each time break apart bankroll b reverse in abundance. The theatre troupe will gain prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the power important charge ad
If the Central Office board “worked, mostly, the location, the” Russian Shared Stock Assembly offers “significantly expanded its gamut of services: the employees of the partnership is advertising texts, developed slogans, carried distant the transmutation into other languages (A little tip-off here. The town businesses remember the buy more intelligent and by the Internet, you can find get in touch with companies, such as “Werbeagentur Bochum”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Text on the announcement that advertises the band Metzel speedily appealed to entrepreneurs: “You are forced via a miscellany of out of the ordinary details, so that you may not make happen the intended even-handed - to originate their business. If you decline to the Trading dynasty “LI And E. Metzel and K ° », then you compel win the desired by way of skillful advertising, namely, the proper allocation of ads to the publications, in their select appearance and inductive content.”
The notable adjectival phrase “advertising - the apparatus of shoppers” - is also the invention of the elementary advertising agency Metzel: it is considered that it invented the administrator top banana of the company VA Polyakov.