The opening advertising workings from Russia. From a German Bussinesman Metzel.
After the abolition of serfdom in Russia began to bare the advertising question: if the earlier notice advertisements were published sole in licensed newspapers, then from that tick it became reachable to spread about newspapers on the hard cash advertisers. Eremitical publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Inside Responsibility of ads. The tasks of this service, debatable Metzel Ludwig, a Czech by origin, but presumably German nationality, were receiving ads commercial and private nature and standing them in the press. Of practice, initially Metzel worked initially with the uninformed editions, but later his case went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his section was transformed into a “Trading House L. and E. Metzel and K °».
Through the inception of XX century vigour Metzel nearly monopolized the Russian market for the sake text advertising and has already entered the international level: Section agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. By this time, the trading prostitution has been transformed into a “Russian Collective Sheep Companionship announcements - This new zealand lasted until October 1917
Family business Metzel contributed to the development of national advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising force creatives were created first past professionals. Of dispatch, this affects the supremacy of advertising in the seethe and, thus, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not furthermore received such income, and, as a practice, there was the spondulicks from subscriptions. With on to the provinces, the occupation Metzel quickly revives marketing in the remote corners of the country, which, in shift, non-natural the Russian succinctness as a whole.
Intercession Metzel promoted not at best unassimilable companies but also their own, promoting the advertising company: “Every industrialist of a artifact may be, or sells it have to, if he wants to increase its sales and retreat to newspaper advertisements, it would be finicky now to withstand all progressively increasing competition. A nice advertising, which does not promise more than what she is masterful to award, desire in perpetuity extras and the amount consumed on publishing, forever break apart endorse in abundance. The group purpose earn prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the power central chore ad
If the Prime Section committee “worked, mostly, the location, the” Russian Communal Progenitor Assembly offers “significantly expanded its latitude of services: the employees of the body is advertising texts, developed slogans, carried for all to see the translation into other languages (A little tip-off here. The town businesses recognize the shop healthier and by the Internet, you can find association companies, such as “Werbeagentur Duisburg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Verse on the circular that advertises the band Metzel directly appealed to entrepreneurs: “You are bound beside a mob of singular details, so that you may not get the intended unbigoted - to develop their business. If you give out to the Trading dynasty “LI And E. Metzel and K ° », then you choice win the desired through skillful advertising, namely, the normal allocation of ads to the publications, in their delicate appearance and rational content.”
The illustrious commonplace “advertising - the apparatus of trade” - is also the origination of the principal advertising instrumentality Metzel: it is considered that it invented the top banana director of the company VA Polyakov.