The opening advertising force in Russia. From a German Bussinesman Metzel.
After the destruction of serfdom in Russia began to amplify the advertising question: if the earlier bulletin advertisements were published only in licensed newspapers, then from that twinkling of an eye it became admissible to advertise 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 “Inside Office of ads. The tasks of this responsibility, persuadable Metzel Ludwig, a Czech at hand birth, but presumably German tribe, were receiving ads commercial and special personality and standing them in the press. Of course, initially Metzel worked initially with the insular editions, but later his occurrence went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his office was transformed into a “Trading House L. and E. Metzel and K °».
Not later than the inception of XX century undertaking Metzel substantially monopolized the Russian market for copy advertising and has already entered the ecumenical level: Arm agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. During this time, the trading legislative body has been transformed into a “Russian Juncture Source Companionship announcements - This company lasted until October 1917
Parentage business Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising force creatives were created in front by means of professionals. Of dispatch, this affects the supremacy of advertising in the seethe and, consequently, on its effectiveness. On the other hand, to Metzel Russian take in one’s arms has not furthermore received such income, and, as a rule, there was the long green from subscriptions. With heed to the provinces, the liveliness Metzel with dispatch revives marketing in the unusual corners of the wilderness, which, in produce, studied the Russian thriftiness as a whole.
Intercession Metzel promoted not only foreign companies but also their own, promoting the advertising company: “Every producer of a work may be, or sells it must, if he wants to increase its sales and fall back on to newspaper advertisements, it would be difficult sometimes to bear all progressively increasing competition. A nice advertising, which does not expectation more than what she is masterful to consign, desire continually allowances and the amount consumed on publishing, each time upon endorse in abundance. The theatre troupe commitment acquire superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the power important chore ad
If the Prime Office lodge “worked, mostly, the placement, the” Russian Joint Range Company offers “significantly expanded its assortment of services: the employees of the partnership is advertising texts, developed slogans, carried distant the transformation into other languages (A little pourboire here. The town businesses remember the buy healthier and through the Internet, you can ascertain association companies, such as “Werbeagentur Essen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Verse on the broadsheet that advertises the gathering Metzel later on appealed to entrepreneurs: “You are doomed next to a mass of distinct details, so that you may not realize the intended unbigoted - to originate their business. If you give out to the Trading line “LI And E. Metzel and K ° », then you order fulfil the desired because of skillful advertising, namely, the normal allocation of ads to the publications, in their elegant show and inductive content.”
The famous verbalize “advertising - the machine of trade” - is also the invention of the first advertising agency Metzel: it is considered that it invented the administrator overseer of the group VA Polyakov.