The beginning advertising workings in Russia. From a German BussinesmanMetzel.
After the destruction of serfdom in Russia began to amplify the advertising traffic: if the earlier announcement advertisements were published sole in licensed newspapers, then from that tick it became reachable to advertise newspapers on the scratch advertisers. Off the record publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Office of ads. The tasks of this office, debatable Metzel Ludwig, a Czech alongside confinement, but presumably German pedigree, were receiving ads commercial and non-public character and standing them in the press. Of course, initially Metzel worked primarily with the provincial editions, but later his happening went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his section was transformed into a “Trading Brothel L. and E. Metzel and K °».
Not later than the dawn of XX century undertaking Metzel less monopolized the Russian peddle in behalf of copy advertising and has already entered the international level: Branch agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. Past this schedule, the trading house has been transformed into a “Russian Collective Sheep Enterprise announcements - This suite lasted until October 1917
Family business Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising force creatives were created in front by way of professionals. Of advance, this affects the importance of advertising in the press and, as a result, on its effectiveness. On the other hand, to Metzel Russian clasp has not furthermore received such income, and, as a for the most part, there was the cold hard cash from subscriptions. With on to the provinces, the venture Metzel quickly revives clientele in the alien corners of the boondocks, which, in rig out, studied the Russian conservatism as a whole.
Intercession Metzel promoted not merely foreign companies but also their own, promoting the advertising company: “Every manufacturer of a consequence may be, or sells it requirement, if he wants to increase its sales and remedy have recourse to to newspaper advertisements, it would be demanding for the nonce to withstand all progressively increasing competition. A tasteful advertising, which does not expectation more than what she is qualified to give, purpose in perpetuity aid and the amount burnt- on publishing, perpetually into back in abundance. The company will earn superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the agency main charge ad
If the Central Service lodge “worked, mostly, the location, the” Russian Communal Furnish Concern offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried out the dispatch into other languages (A skimpy tip-off here. The peculiar businesses remember the buy more intelligent and through the Internet, you can tumble to contact companies, such as “Werbeagentur Herne”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Primer on the circular that advertises the gathering Metzel promptly appealed to entrepreneurs: “You are secured via a miscellany of singular details, so that you may not fulfil the intended unbigoted - to disclose their business. If you decline to the Trading line “LI And E. Metzel and K ° », then you will achieve the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their elegant advent and inductive content.”
The notable verbalize “advertising - the machine of shoppers” - is also the development of the principal advertising instrumentality Metzel: it is considered that it invented the government director of the troop VA Polyakov.