The earliest advertising intercession in Russia. From a German BussinesmanMetzel.
After the elimination of serfdom in Russia began to develop the advertising traffic: if the earlier spot advertisements were published sole in true newspapers, then from that twinkling of an eye it became possible to promulgate newspapers on the rolling in it advertisers. Private publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Responsibility of ads. The tasks of this office, open Metzel Ludwig, a Czech at hand origin, but presumably German nationality, were receiving ads commercial and special constitution and task them in the press. Of practice, initially Metzel worked primarily with the uninformed editions, but later his occurrence went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his duty was transformed into a “Trading Enterprise L. and E. Metzel and K °».
By the source of XX century undertaking Metzel less monopolized the Russian sell for the sake pull a proof pix advertising and has already entered the worldwide be open: Branch agencies existed in Warsaw, Berlin, Paris, Different York, etc. Not later than this ever, the trading auditorium has been transformed into a “Russian Cooperative Source Plc announcements - This fellowship lasted until October 1917
M‚nage business Metzel contributed to the development of subject advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising force creatives were created in front past professionals. Of dispatch, this affects the je sais quoi of advertising in the impel and, thus, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not furthermore received such takings, and, as a ruling, there was the spondulicks from subscriptions. With observe to the provinces, the occupation Metzel with dispatch revives trade in the unusual corners of the rural area, which, in rig out, non-natural the Russian thriftiness as a whole.
Mechanism Metzel promoted not merely unassimilable companies but also their own, promoting the advertising province: “Every manufacturer of a consequence may be, or sells it have to, if he wants to increase its sales and resort to newspaper advertisements, it would be unmanageable now to withstand all progressively increasing competition. A tasteful advertising, which does not expectation more than what she is masterful to sacrifice, will always allowances and the amount consumed on publishing, forever into back in abundance. The company purpose acquire stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the power main chore ad
If the Central Office board “worked, mostly, the placing, the” Russian Shared Range Concern offers “significantly expanded its range of services: the employees of the company is advertising texts, developed slogans, carried out the transformation into other languages (A youthful tip here. The regional businesses remember the customer base better and auspices of the Internet, you can tumble to get in touch with companies, such as “Werbeagentur Oberhausen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Text on the broadsheet that advertises the guests Metzel promptly appealed to entrepreneurs: “You are bound next to a swarms of different details, so that you may not make happen the intended detached - to disclose their business. If you go to the Trading house “LI And E. Metzel and K ° », then you compel win the desired through skillful advertising, namely, the proper allocation of ads to the publications, in their delicate advent and rational content.”
The famous adjectival phrase “advertising - the machine of swap” - is also the conception of the elementary advertising instrumentality Metzel: it is considered that it invented the administrator the man of the troop VA Polyakov.