The opening advertising intercession in 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 solely in licensed newspapers, then from that tick it became reasonable to spread about newspapers on the hard cash advertisers. Undisclosed publications were opened anybody after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Central Office of ads. The tasks of this service, debatable Metzel Ludwig, a Czech by origin, but supposedly German clan, were receiving ads commercial and special character and place them in the press. Of routine, 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 customer base metropolitan newspapers. In 1891 his section was transformed into a “Trading House L. and E. Metzel and K °».
Through the source of XX century enterprise Metzel nearly monopolized the Russian market in behalf of copy advertising and has already entered the ecumenical horizontal: Branch agencies existed in Warsaw, Berlin, Paris, New York, etc. Past this ever, the trading auditorium has been transformed into a “Russian Juncture Breeding Companionship announcements - This company lasted until October 1917
M‚nage dealing Metzel contributed to the condition of subject advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intermediation creatives were created opening by way of professionals. Of dispatch, this affects the je sais quoi of advertising in the cleave to and, as a result, on its effectiveness. On the other conspiringly, to Metzel Russian clasp has not yet received such takings, and, as a practice, there was the money from subscriptions. With regard to the provinces, the liveliness Metzel with dispatch revives marketing in the outside corners of the wilderness, which, in produce, affected the Russian economy as a whole.
Intercession Metzel promoted not on the other hand imported companies but also their own, promoting the advertising business: “Every fabricator of a work may be, or sells it have to, if he wants to increase its sales and resort to newspaper advertisements, it would be difficult for the nonce to bear all progressively increasing competition. A tasteful advertising, which does not guarantee more than what she is qualified to give, determination always extras and the amount spent on publishing, forever upon underwrite in abundance. The company commitment acquire superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the agency important workplace ad
If the Prime Service advisers aboard “worked, mostly, the placing, the” Russian Collaborative Progenitor Retinue offers “significantly expanded its gamut of services: the employees of the partnership is advertising texts, developed slogans, carried free the translation into other languages (A lilliputian tip here. The town businesses know the shop better and be means of the Internet, you can find association companies, such as “Werbeagentur Oberhausen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Paragraph on the poster that advertises the gathering Metzel speedily appealed to entrepreneurs: “You are forced next to a mob of singular 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 will fulfil the desired through skillful advertising, namely, the normal allocation of ads to the publications, in their grand show and inductive content.”
The illustrious commonplace “advertising - the engine of shoppers” - is also the invention of the principal advertising instrumentality Metzel: it is considered that it invented the administrator the man of the company VA Polyakov.