The beginning advertising workings in Russia. From a German BussinesmanMetzel.
After the destruction of serfdom in Russia began to develop the advertising business: if the earlier notice advertisements were published only in stiff newspapers, then from that twinkling of an eye it became possible to publish newspapers on the hard cash advertisers. Eremitical publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the pre-eminent advertising agency, called “Central Responsibility of ads. The tasks of this office, debatable Metzel Ludwig, a Czech at hand birth, but presumably German clan, were receiving ads commercial and non-public nature and place them in the press. Of course, initially Metzel worked basically with the insular editions, but later his case went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Enterprise L. and E. Metzel and K °».
By the dawn of XX century vigour Metzel nearly monopolized the Russian market for copy advertising and has already entered the worldwide be open: Section agencies existed in Warsaw, Berlin, Paris, New York, etc. During this schedule, the trading prostitution has been transformed into a “Russian Cooperative Stock Plc announcements - This suite lasted until October 1917
Parentage dealing Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intermediation creatives were created first past professionals. Of course, this affects the je sais quoi of advertising in the seethe and, accordingly, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not furthermore received such takings, and, as a for the most part, there was the money from subscriptions. With observe to the provinces, the venture Metzel hastily revives trade in the remote corners of the boondocks, which, in shift, stilted the Russian conservatism as a whole.
Agency Metzel promoted not merely imported companies but also their own, promoting the advertising province: “Every fabricator of a work may be, or sells it ought to, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be difficult instantly to withstand all progressively increasing competition. A decent advertising, which does not promise more than what she is masterful to award, desire continually extras and the amount consumed on publishing, each time upon endorse in abundance. The company purpose gain stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the mechanism main office ad
If the Prime Service lodge “worked, mostly, the placing, the” Russian Communal Range Concern offers “significantly expanded its range of services: the employees of the body is advertising texts, developed slogans, carried for all to see the translation into other languages (A youthful forecast here. The peculiar businesses know the market better and auspices of the Internet, you can find contact companies, such as “Werbeagentur Duisburg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Text on the poster that advertises the gathering Metzel directly appealed to entrepreneurs: “You are bound by a mob of singular details, so that you may not realize the intended even-handed - to develop their business. If you give out to the Trading descendants “LI And E. Metzel and K ° », then you choice fulfil the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their delicate appearance and logical content.”
The well-known adjectival phrase “advertising - the locomotive of trade” - is also the origination of the principal advertising agency Metzel: it is considered that it invented the administrator top banana of the group VA Polyakov.