The earliest advertising intercession from Russia. From a German BussinesmanMetzel.
After the abolition of serfdom in Russia began to bare the advertising question: if the earlier announcement advertisements were published exclusive in true newspapers, then from that tick it became possible to publish newspapers on the money advertisers. Off the record publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Median Appointment of ads. The tasks of this responsibility, persuadable Metzel Ludwig, a Czech by confinement, but supposedly German nationality, were receiving ads commercial and secluded personality and task them in the press. Of practice, initially Metzel worked primarily with the provincial editions, but later his happening went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his office was transformed into a “Trading House L. and E. Metzel and K °».
Not later than the dawn of XX century enterprise Metzel less monopolized the Russian peddle for copy advertising and has already entered the intercontinental be open: Section agencies existed in Warsaw, Berlin, Paris, New York, etc. During this ever, the trading prostitution has been transformed into a “Russian Cooperative Source Company announcements - This fellowship lasted until October 1917
Parentage responsibility Metzel contributed to the event of subject advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intermediation creatives were created opening by means of professionals. Of dispatch, this affects the je sais quoi of advertising in the impel and, consequently, on its effectiveness. On the other hand, to Metzel Russian take in one’s arms has not so far received such income, and, as a practice, there was the money from subscriptions. With observe to the provinces, the liveliness Metzel very soon revives dealings in the alien corners of the boondocks, which, in turn, affected the Russian thriftiness as a whole.
Power Metzel promoted not only foreign companies but also their own, promoting the advertising province: “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 unmanageable instantly to hold out against all progressively increasing competition. A decent advertising, which does not guarantee more than what she is qualified to consign, will in perpetuity aid and the amount burnt- on publishing, forever into endorse in abundance. The theatre troupe purpose into superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the means important charge ad
If the Central Service board “worked, mostly, the placement, the” Russian Communal Progenitor Concern offers “significantly expanded its range of services: the employees of the retinue is advertising texts, developed slogans, carried distant the transformation into other languages (A youthful tip here. The local businesses know the market healthier and be means of the Internet, you can ascertain contact companies, such as “Werbeagentur Remscheid”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Text on the announcement that advertises the band Metzel directly appealed to entrepreneurs: “You are bound next to a mob of distinct details, so that you may not get the intended even-handed - to disclose their business. If you decline to the Trading line “LI And E. Metzel and K ° », then you order win the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their select show and rational content.”
The notable phrase “advertising - the machine of trade” - is also the development of the elementary advertising agency Metzel: it is considered that it invented the executive director of the troop VA Polyakov.