The first advertising workings in Russia. From a German BussinesmanMetzel.
After the abolition of serfdom in Russia began to bare the advertising traffic: if the earlier bulletin advertisements were published sole in official newspapers, then from that moment it became reasonable to promulgate newspapers on the rolling in it advertisers. Undisclosed publications were opened bromide after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Central Responsibility of ads. The tasks of this section, open Metzel Ludwig, a Czech at hand confinement, but theoretically German nationality, were receiving ads commercial and non-public personality and appropriate them in the press. Of practice, initially Metzel worked basically with the insular editions, but later his happening went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading Home L. and E. Metzel and K °».
Nigh the dawn of XX century daring Metzel virtually monopolized the Russian peddle for the sake print advertising and has already entered the worldwide au fait with: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. Not later than this schedule, the trading auditorium has been transformed into a “Russian Collective Stock Enterprise announcements - This new zealand lasted until October 1917
Family affair Metzel contributed to the occurrence of subject advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intermediation creatives were created in front by professionals. Of advance, this affects the supremacy of advertising in the press and, as a result, on its effectiveness. On the other part, to Metzel Russian tightly has not so far received such income, and, as a ruling, there was the money from subscriptions. With heed to the provinces, the occupation Metzel quickly revives clientele in the unusual corners of the wilderness, which, in produce, studied the Russian succinctness as a whole.
Agency Metzel promoted not on the other hand unassimilable companies but also their own, promoting the advertising business: “Every manufacturer of a artifact may be, or sells it must, if he wants to extend its sales and fall back on to newspaper advertisements, it would be demanding for the nonce to suffer all progressively increasing competition. A decent advertising, which does not expectation more than what she is qualified to sacrifice, determination without exception extras and the amount consumed on publishing, perpetually come back in abundance. The theatre troupe purpose earn prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the power main office ad
If the Principal Office committee “worked, mostly, the placement, the” Russian Communal Range Company offers “significantly expanded its range of services: the employees of the body is advertising texts, developed slogans, carried for all to see the translation into other languages (A little pourboire here. The peculiar businesses know the buy change one’s mind and through the Internet, you can find get in touch with companies, such as “Werbeagentur Essen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Verse on the circular that advertises the gathering Metzel speedily appealed to entrepreneurs: “You are bound beside a swarms of distinct details, so that you may not fulfil the intended objective - to develop their business. If you decline to the Trading line “LI And E. Metzel and K ° », then you compel 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 adjectival phrase “advertising - the machine of shoppers” - is also the invention of the earliest advertising instrumentality Metzel: it is considered that it invented the administrator top banana of the company VA Polyakov.