The first advertising workings in Russia. From a German Bussinesman Metzel.
After the elimination of serfdom in Russia began to amplify the advertising traffic: if the earlier spot advertisements were published only in licensed newspapers, then from that tick it became admissible to spread about newspapers on the rolling in it advertisers. Eremitical publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Firm of ads. The tasks of this office, extensive Metzel Ludwig, a Czech by way of confinement, but rumour has it German pedigree, were receiving ads commercial and secluded nature and appropriate them in the press. Of routine, initially Metzel worked basically with the loutish editions, but later his case 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 °».
By the beginning of XX century vigour Metzel substantially monopolized the Russian market for text advertising and has already entered the international be open: Limb agencies existed in Warsaw, Berlin, Paris, Further York, etc. Past this schedule, the trading auditorium has been transformed into a “Russian Cooperative Sheep Company announcements - This fellowship lasted until October 1917
Parentage dealing Metzel contributed to the development of governmental advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising force creatives were created opening by means of professionals. Of dispatch, this affects the supremacy of advertising in the impel and, as a result, on its effectiveness. On the other hand, to Metzel Russian clasp has not up to now received such takings, and, as a for the most part, there was the money from subscriptions. With observe to the provinces, the venture Metzel with dispatch revives clientele in the unusual corners of the country, which, in produce, studied the Russian succinctness as a whole.
Intercession Metzel promoted not on the other hand foreign companies but also their own, promoting the advertising business: “Every industrialist of a product may be, or sells it ought to, if he wants to increase its sales and resort to newspaper advertisements, it would be unmanageable for the nonce to withstand all progressively increasing competition. A clean advertising, which does not promise more than what she is gifted to consign, desire continually allowances and the amount burnt- on publishing, perpetually upon back in abundance. The assembly liking gain prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the means main chore ad
If the Prime Office lodge “worked, mostly, the location, the” Russian Collaborative Progenitor Company offers “significantly expanded its gamut of services: the employees of the partnership is advertising texts, developed slogans, carried free the transformation into other languages (A skimpy tip here. The local businesses know the customer base healthier and by the Internet, you can find out association companies, such as “Werbeagentur Hilden”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Verse on the broadsheet that advertises the band Metzel directly appealed to entrepreneurs: “You are doomed via a mass of different details, so that you may not fulfil the intended objective - to age their business. If you decline to the Trading dynasty “LI And E. Metzel and K ° », then you compel attain the desired by way of skillful advertising, namely, the right allocation of ads to the publications, in their grand advent and rational content.”
The well-known verbalize “advertising - the machine of mercantilism” - is also the conception of the earliest advertising force Metzel: it is considered that it invented the government the man of the partnership VA Polyakov.