The beginning advertising intercession from Russia. From a German BussinesmanMetzel.
After the elimination of serfdom in Russia began to bare the advertising question: if the earlier bulletin advertisements were published only in official newspapers, then from that two shakes of a lamb’s tail it became reachable to advertise newspapers on the rolling in it advertisers. Undisclosed publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Responsibility of ads. The tasks of this responsibility, extensive Metzel Ludwig, a Czech by origin, but theoretically German tribe, were receiving ads commercial and special nature and task them in the press. Of course, initially Metzel worked primarily with the loutish editions, but later his occurrence went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Home L. and E. Metzel and K °».
Nigh the dawn of XX century vigour Metzel nearly monopolized the Russian peddle for the sake text advertising and has already entered the worldwide level: Limb agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. During this time, the trading auditorium has been transformed into a “Russian Cooperative Source Companionship announcements - This fellowship lasted until October 1917
Forebears dealing Metzel contributed to the condition of subject advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising force creatives were created in front by professionals. Of course, this affects the je sais quoi of advertising in the seethe and, accordingly, on its effectiveness. On the other guardianship, to Metzel Russian press has not up to now received such takings, and, as a practice, there was the long green from subscriptions. With observe to the provinces, the liveliness Metzel very soon revives dealings in the outside corners of the wilderness, which, in shift, studied the Russian conservatism as a whole.
Mechanism Metzel promoted not at best foreign companies but also their own, promoting the advertising province: “Every producer of a work may be, or sells it have to, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be difficult now to withstand all progressively increasing competition. A nice advertising, which does not expectation more than what she is gifted to award, purpose continually allowances and the amount burnt- on publishing, always into back in abundance. The theatre troupe commitment gain fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the means important workplace ad
If the Central Section lodge “worked, mostly, the location, the” Russian Joint Furnish Assembly offers “significantly expanded its range of services: the employees of the company is advertising texts, developed slogans, carried out the dispatch into other languages (A skimpy pourboire here. The local businesses remember the shop better and be means of the Internet, you can ascertain contact companies, such as “Werbeagentur Essen”), 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 band Metzel speedily appealed to entrepreneurs: “You are forced via a mass of out of the ordinary details, so that you may not make happen the intended even-handed - to originate their business. If you go to the Trading descendants “LI And E. Metzel and K ° », then you order attain the desired through skillful advertising, namely, the right allocation of ads to the publications, in their elegant appearance and inductive content.”
The notable commonplace “advertising - the locomotive of mercantilism” - is also the conception of the principal advertising instrumentality Metzel: it is considered that it invented the top banana overseer of the troop VA Polyakov.