The beginning advertising workings in Russia. From a German Bussinesman Metzel.
After the repudiation of serfdom in Russia began to amplify the advertising question: if the earlier notice advertisements were published exclusive in true newspapers, then from that two shakes of a lamb’s tail it became reasonable to promulgate newspapers on the scratch advertisers. Private publications were opened one after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Inside Office of ads. The tasks of this section, persuadable Metzel Ludwig, a Czech alongside origin, but theoretically German clan, were receiving ads commercial and private constitution and place them in the press. Of routine, initially Metzel worked primarily with the loutish editions, but later his case went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Brothel L. and E. Metzel and K °».
Not later than the source of XX century undertaking Metzel less monopolized the Russian market recompense copy advertising and has already entered the ecumenical horizontal: Branch agencies existed in Warsaw, Berlin, Paris, Further York, etc. Past this schedule, the trading auditorium has been transformed into a “Russian Collective Source Companionship announcements - This suite lasted until October 1917
Forebears affair Metzel contributed to the occurrence of national advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intermediation creatives were created elementary by way of professionals. Of course, this affects the supremacy of advertising in the press and, consequently, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not so far received such income, and, as a ruling, there was the spondulicks from subscriptions. With regard to the provinces, the venture Metzel quickly revives clientele in the alien corners of the wilderness, which, in rig out, studied the Russian succinctness as a whole.
Agency Metzel promoted not merely unassimilable companies but also their own, promoting the advertising province: “Every producer of a consequence may be, or sells it ought to, if he wants to swell its sales and fall back on to newspaper advertisements, it would be unmanageable now to withstand all progressively increasing competition. A clean advertising, which does not promise more than what she is able to sacrifice, will continually benefit and the amount spent on publishing, perpetually upon back in abundance. The theatre troupe will earn fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the agency main chore ad
If the Central Office board “worked, mostly, the placement, the” Russian Shared Progenitor Assembly offers “significantly expanded its gamut of services: the employees of the company is advertising texts, developed slogans, carried out the translation into other languages (A skimpy pourboire here. The local businesses differentiate the buy better and be means of the Internet, you can find phone companies, such as “Werbeagentur Neukirchen-Vluyn”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Paragraph on the broadsheet that advertises the guests Metzel promptly appealed to entrepreneurs: “You are bound by a mass of different details, so that you may not fulfil the intended unbigoted - to develop their business. If you decline to the Trading line “LI And E. Metzel and K ° », then you choice win the desired because of skillful advertising, namely, the proper allocation of ads to the publications, in their grand demeanour and inductive content.”
The famous commonplace “advertising - the machine of swap” - is also the invention of the elementary advertising activity Metzel: it is considered that it invented the top banana director of the company VA Polyakov.