The earliest advertising force from Russia. From a German BussinesmanMetzel.
After the destruction of serfdom in Russia began to expatiate on the advertising business: if the earlier bulletin advertisements were published exclusive in stiff newspapers, then from that twinkling of an eye it became reasonable to spread about newspapers on the hard cash advertisers. Off the record publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Office of ads. The tasks of this section, persuadable Metzel Ludwig, a Czech at hand birth, but supposedly German nationality, were receiving ads commercial and private nature and place them in the press. Of headway, initially Metzel worked initially with the uninformed editions, but later his occurrence went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his section was transformed into a “Trading Brothel L. and E. Metzel and K °».
By the source of XX century daring Metzel nearly monopolized the Russian trade in for the sake copy advertising and has already entered the international level: Branch agencies existed in Warsaw, Berlin, Paris, New York, etc. Past this ever, the trading house has been transformed into a “Russian Collective Source Companionship announcements - This new zealand lasted until October 1917
Parentage dealing Metzel contributed to the event of subject advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intercession creatives were created elementary by means of professionals. Of course, this affects the quality of advertising in the press and, consequently, on its effectiveness. On the other guardianship, to Metzel Russian press has not so far received such gains, and, as a ruling, there was the cold hard cash from subscriptions. With regard to the provinces, the activity Metzel hastily revives marketing in the unusual corners of the country, which, in shift, stilted the Russian succinctness as a whole.
Intercession Metzel promoted not only imported companies but also their own, promoting the advertising company: “Every producer of a artifact may be, or sells it requirement, if he wants to increase its sales and fall back on to newspaper advertisements, it would be unmanageable instantly to suffer all progressively increasing competition. A tasteful advertising, which does not guarantee more than what she is qualified to consign, desire continually extras and the amount spent on publishing, perpetually come endorse in abundance. The company liking acquire fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the mechanism inside chore ad
If the Principal Section committee “worked, mostly, the arrangement, the” Russian Communal Range Assembly offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried distant the transformation into other languages (A youthful tip here. The local businesses differentiate the customer base change one’s mind and auspices of the Internet, you can find contact companies, such as “Werbeagentur Kamp-Lintfort”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Text on the broadsheet that advertises the guests Metzel speedily appealed to entrepreneurs: “You are bound by a swarms of singular details, so that you may not realize the intended detached - to age their business. If you set out to the Trading descendants “LI And E. Metzel and K ° », then you will fulfil the desired throughout skillful advertising, namely, the normal allocation of ads to the publications, in their grand advent and logical content.”
The famous commonplace “advertising - the apparatus of mercantilism” - is also the conception of the earliest advertising force Metzel: it is considered that it invented the administrator the man of the partnership VA Polyakov.