The earliest advertising intercession in Russia. From a German BussinesmanMetzel.
After the destruction of serfdom in Russia began to amplify the advertising question: if the earlier announcement advertisements were published sole in official newspapers, then from that twinkling of an eye it became reachable to promulgate newspapers on the hard cash advertisers. Off the record publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Median Responsibility of ads. The tasks of this responsibility, debatable Metzel Ludwig, a Czech by confinement, but supposedly German nationality, were receiving ads commercial and secluded nature and standing them in the press. Of practice, initially Metzel worked primarily with the uninformed editions, but later his example in any event went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Brothel L. and E. Metzel and K °».
Not later than the inception of XX century daring Metzel virtually monopolized the Russian trade in recompense text advertising and has already entered the international horizontal: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. Not later than this schedule, the trading house has been transformed into a “Russian Collective Sheep Plc announcements - This fellowship lasted until October 1917
Family dealing Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising agency creatives were created elementary past professionals. Of movement, this affects the importance of advertising in the impel and, as a result, on its effectiveness. On the other hand, to Metzel Russian clasp has not so far received such proceeds, and, as a for the most part, there was the cold hard cash from subscriptions. With observe to the provinces, the venture Metzel very soon revives clientele in the unusual corners of the country, which, in turn, stilted the Russian conservatism as a whole.
Mechanism Metzel promoted not merely unassimilable companies but also their own, promoting the advertising vocation: “Every manufacturer of a product may be, or sells it requirement, if he wants to snowball its sales and remedy have recourse to to newspaper advertisements, it would be demanding sometimes to withstand all progressively increasing competition. A tasteful advertising, which does not promise more than what she is masterful to sacrifice, desire in perpetuity allowances and the amount consumed on publishing, forever come endorse in abundance. The assembly purpose earn fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the means main chore ad
If the Principal Section committee “worked, mostly, the placing, the” Russian Communal Stock Assembly offers “significantly expanded its range of services: the employees of the retinue is advertising texts, developed slogans, carried distant the translation into other languages (A lilliputian tip here. The regional businesses recognize the shop better and be means of the Internet, you can tumble to phone companies, such as “Werbeagentur Witten”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Paragraph on the poster that advertises the company Metzel speedily appealed to entrepreneurs: “You are secured by a miscellany of different details, so that you may not make happen the intended even-handed - to disclose their business. If you set out to the Trading dynasty “LI And E. Metzel and K ° », then you choice attain the desired by way of skillful advertising, namely, the proper allocation of ads to the publications, in their delicate advent and rational content.”
The illustrious phrase “advertising - the engine of trade” - is also the development of the first advertising instrumentality Metzel: it is considered that it invented the administrator overseer of the partnership VA Polyakov.