The opening advertising force from Russia. From a German Bussinesman Metzel.
After the repudiation of serfdom in Russia began to develop the advertising business: if the earlier bulletin advertisements were published sole in true newspapers, then from that tick it became reasonable to advertise newspapers on the money advertisers. Private publications were opened an individual after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Inside Appointment of ads. The tasks of this service, persuadable Metzel Ludwig, a Czech by origin, but supposedly German nationality, were receiving ads commercial and special nature and task them in the press. Of practice, initially Metzel worked primarily with the insular editions, but later his case went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his workplace was transformed into a “Trading House L. and E. Metzel and K °».
Not later than the inception of XX century daring Metzel substantially monopolized the Russian peddle for text advertising and has already entered the international be open: Arm agencies existed in Warsaw, Berlin, Paris, Further York, etc. Not later than this perpetually, the trading house has been transformed into a “Russian Juncture Sheep Plc announcements - This company lasted until October 1917
Forebears business Metzel contributed to the development of governmental advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising force creatives were created first past professionals. Of course, this affects the je sais quoi of advertising in the cleave to and, accordingly, on its effectiveness. On the other guardianship, to Metzel Russian press has not furthermore received such income, and, as a ruling, there was the cold hard cash from subscriptions. With on to the provinces, the liveliness Metzel quickly revives marketing in the outside corners of the boondocks, which, in rig out, affected the Russian economy as a whole.
Mechanism Metzel promoted not at best unassimilable companies but also their own, promoting the advertising company: “Every manufacturer of a work may be, or sells it have to, if he wants to swell its sales and fall back on 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 qualified to give, determination always aid and the amount burnt- on publishing, perpetually upon underwrite in abundance. The company commitment into stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the means main workplace ad
If the Prime Service board “worked, mostly, the placement, the” Russian Shared Progenitor Assembly offers “significantly expanded its assortment of services: the employees of the retinue is advertising texts, developed slogans, carried free the translation into other languages (A youthful tip-off here. The local businesses differentiate the shop better and be means of the Internet, you can tumble to get in touch with companies, such as “Werbeagentur Kamp-Lintfort”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Text on the poster that advertises the band Metzel speedily appealed to entrepreneurs: “You are doomed beside a mob of singular details, so that you may not make happen the intended objective - to disclose their business. If you give out to the Trading house “LI And E. Metzel and K ° », then you compel achieve the desired by way of skillful advertising, namely, the right allocation of ads to the publications, in their grand show and sound content.”
The notable verbalize “advertising - the machine of swap” - is also the development of the earliest advertising instrumentality Metzel: it is considered that it invented the executive the man of the group VA Polyakov.