The opening advertising workings in Russia. From a German Bussinesman Metzel.
After the elimination of serfdom in Russia began to amplify the advertising business: if the earlier spot advertisements were published solely in licensed newspapers, then from that twinkling of an eye it became admissible to advertise newspapers on the money advertisers. Eremitical publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Central Responsibility of ads. The tasks of this section, extensive Metzel Ludwig, a Czech alongside birth, but theoretically German nationality, were receiving ads commercial and non-public constitution and standing them in the press. Of course, initially Metzel worked basically with the insular editions, but later his example in any event went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his section was transformed into a “Trading Home L. and E. Metzel and K °».
Nigh the beginning of XX century vigour Metzel less monopolized the Russian trade in in behalf of print advertising and has already entered the international level: Branch agencies existed in Warsaw, Berlin, Paris, New York, etc. Not later than this perpetually, the trading auditorium has been transformed into a “Russian Collective Breeding Enterprise announcements - This company lasted until October 1917
Family affair Metzel contributed to the event of civil advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intercession creatives were created in front by means of professionals. Of course, this affects the quality of advertising in the seethe and, consequently, on its effectiveness. On the other conspiringly, to Metzel Russian clasp has not so far received such proceeds, and, as a ruling, there was the money from subscriptions. With on to the provinces, the occupation Metzel quickly revives dealings in the outside corners of the country, which, in shift, stilted the Russian conservatism as a whole.
Power Metzel promoted not on the other hand extraneous companies but also their own, promoting the advertising vocation: “Every manufacturer of a consequence may be, or sells it requirement, if he wants to increase its sales and resort to newspaper advertisements, it would be difficult for the nonce to suffer all progressively increasing competition. A decent advertising, which does not guarantee more than what she is masterful to give, will without exception extras and the amount consumed on publishing, perpetually come underwrite in abundance. The theatre troupe purpose earn prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the means inside office ad
If the Main Service advisers aboard “worked, mostly, the placing, the” Russian Joint Progenitor Retinue offers “significantly expanded its range of services: the employees of the body is advertising texts, developed slogans, carried distant the translation into other languages (A skimpy tip-off here. The local businesses recognize the shop more intelligent and through the Internet, you can tumble to contact companies, such as “Werbeagentur Voerde”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Paragraph on the announcement that advertises the band Metzel speedily appealed to entrepreneurs: “You are bound next to a miscellany of distinct details, so that you may not get the intended detached - to disclose their business. If you go to the Trading dynasty “LI And E. Metzel and K ° », then you order win the desired throughout skillful advertising, namely, the right allocation of ads to the publications, in their select appearance and logical content.”
The illustrious verbalize “advertising - the locomotive of trade” - is also the development of the elementary advertising force Metzel: it is considered that it invented the executive the man of the troop VA Polyakov.