The opening advertising intercession from Russia. From a German Bussinesman Metzel.
After the elimination of serfdom in Russia began to amplify the advertising business: if the earlier notice advertisements were published solely in official newspapers, then from that tick it became possible to advertise newspapers on the rolling in it advertisers. Eremitical publications were opened anybody 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, extensive Metzel Ludwig, a Czech by way of origin, but presumably German pedigree, were receiving ads commercial and special personality and place them in the press. Of headway, initially Metzel worked primarily with the insular editions, but later his case went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his section was transformed into a “Trading Home L. and E. Metzel and K °».
Through the inception of XX century enterprise Metzel virtually monopolized the Russian peddle for the sake text advertising and has already entered the ecumenical be open: Section agencies existed in Warsaw, Berlin, Paris, Further York, etc. By this perpetually, the trading house has been transformed into a “Russian Juncture Stock Companionship announcements - This fellowship lasted until October 1917
Forebears affair Metzel contributed to the condition of subject advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising agency creatives were created first past professionals. Of advance, this affects the quality of advertising in the seethe and, thus, on its effectiveness. On the other conspiringly, to Metzel Russian press has not yet received such gains, and, as a for the most part, there was the money from subscriptions. With observe to the provinces, the activity Metzel very soon revives trade in the unusual corners of the wilderness, which, in shift, non-natural the Russian thriftiness as a whole.
Power Metzel promoted not only unassimilable companies but also their own, promoting the advertising company: “Every fabricator 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 demanding now to suffer all progressively increasing competition. A clean advertising, which does not probability more than what she is able to award, determination without exception aid and the amount consumed on publishing, forever break apart endorse in abundance. The company commitment acquire prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the power central office ad
If the Central Department board “worked, mostly, the placement, the” Russian Joint Progenitor Assembly offers “significantly expanded its gamut of services: the employees of the partnership is advertising texts, developed slogans, carried distant the dispatch into other languages (A lilliputian pourboire here. The local businesses recognize the shop more intelligent and by the Internet, you can find out association companies, such as “Werbeagentur Remscheid”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Text on the broadsheet that advertises the company Metzel directly appealed to entrepreneurs: “You are doomed by a swarms of out of the ordinary details, so that you may not realize the intended unbigoted - to disclose their business. If you give out to the Trading descendants “LI And E. Metzel and K ° », then you will attain the desired through skillful advertising, namely, the normal allocation of ads to the publications, in their grand appearance and rational content.”
The notable verbalize “advertising - the apparatus of shoppers” - is also the conception of the first advertising instrumentality Metzel: it is considered that it invented the top banana overseer of the partnership VA Polyakov.