The earliest advertising workings in Russia. From a German BussinesmanMetzel.
After the repudiation of serfdom in Russia began to expatiate on the advertising responsibility: if the earlier spot advertisements were published only in licensed newspapers, then from that twinkling of an eye it became admissible to promulgate newspapers on the money advertisers. Eremitical publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Inside Office of ads. The tasks of this section, extensive Metzel Ludwig, a Czech by way of origin, but theoretically German clan, were receiving ads commercial and non-public constitution and appropriate them in the press. Of course, initially Metzel worked initially with the loutish editions, but later his example in any event went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his section was transformed into a “Trading Brothel L. and E. Metzel and K °».
Not later than the beginning of XX century enterprise Metzel substantially monopolized the Russian sell for print advertising and has already entered the intercontinental be open: Branch agencies existed in Warsaw, Berlin, Paris, New York, etc. By this time, the trading auditorium has been transformed into a “Russian Cooperative Breeding Enterprise announcements - This fellowship lasted until October 1917
M‚nage affair Metzel contributed to the development of subject advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intercession creatives were created elementary by professionals. Of dispatch, this affects the supremacy of advertising in the cleave to and, thus, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not up to now received such takings, and, as a rule, there was the cold hard cash from subscriptions. With observe to the provinces, the activity Metzel hastily revives marketing in the outside corners of the rural area, which, in shift, studied the Russian conservatism as a whole.
Power Metzel promoted not only imported companies but also their own, promoting the advertising vocation: “Every manufacturer of a artifact may be, or sells it must, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be demanding for the nonce to bear all progressively increasing competition. A nice advertising, which does not probability more than what she is masterful to award, will without exception aid and the amount used up on publishing, always break apart endorse in abundance. The group purpose gain stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the power main chore ad
If the Prime Department board “worked, mostly, the location, the” Russian Collaborative Stock Retinue offers “significantly expanded its range of services: the employees of the company is advertising texts, developed slogans, carried out the transmutation into other languages (A lilliputian tip-off here. The local businesses remember the buy change one’s mind and be means of the Internet, you can tumble to phone companies, such as “Werbeagentur Duisburg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Text on the announcement that advertises the guests Metzel directly appealed to entrepreneurs: “You are doomed beside a swarms of different details, so that you may not make happen the intended unbigoted - to disclose their business. If you go to the Trading descendants “LI And E. Metzel and K ° », then you choice win the desired because of skillful advertising, namely, the usual allocation of ads to the publications, in their grand demeanour and sound content.”
The well-known commonplace “advertising - the apparatus of swap” - is also the origination of the principal advertising instrumentality Metzel: it is considered that it invented the government overseer of the group VA Polyakov.