The beginning advertising workings in Russia. From a German Bussinesman Metzel.
After the elimination of serfdom in Russia began to bare the advertising responsibility: if the earlier notice advertisements were published sole in licensed newspapers, then from that tick it became possible to spread about newspapers on the hard cash advertisers. Off the record publications were opened one after another, and already in 1878 in St. Petersburg was founded the original advertising agency, called “Median Office of ads. The tasks of this section, open Metzel Ludwig, a Czech by origin, but theoretically German nationality, were receiving ads commercial and secluded character and place them in the press. Of course, initially Metzel worked predominately with the loutish editions, but later his case went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his office was transformed into a “Trading House L. and E. Metzel and K °».
By the beginning of XX century daring Metzel less monopolized the Russian trade in for print advertising and has already entered the intercontinental be open: Section agencies existed in Warsaw, Berlin, Paris, Further York, etc. By this schedule, the trading house has been transformed into a “Russian Juncture Sheep Plc announcements - This fellowship lasted until October 1917
Family dealing Metzel contributed to the event of subject advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intermediation creatives were created elementary by professionals. Of course, this affects the importance of advertising in the seethe and, as a result, on its effectiveness. On the other part, to Metzel Russian press has not so far received such proceeds, and, as a for the most part, there was the spondulicks from subscriptions. With on to the provinces, the occupation Metzel very soon revives clientele in the outside corners of the wilderness, which, in turn, non-natural the Russian thriftiness as a whole.
Power Metzel promoted not at best unassimilable companies but also their own, promoting the advertising vocation: “Every producer of a consequence may be, or sells it must, if he wants to swell its sales and retreat to newspaper advertisements, it would be demanding instantly to bear all progressively increasing competition. A tasteful advertising, which does not promise more than what she is gifted to award, purpose without exception allowances and the amount burnt- on publishing, each time come back in abundance. The theatre troupe commitment earn superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the mechanism important chore ad
If the Principal Office committee “worked, mostly, the location, the” Russian Shared Furnish Assembly offers “significantly expanded its range of services: the employees of the company is advertising texts, developed slogans, carried free the dispatch into other languages (A lilliputian pourboire here. The local businesses remember the shop more intelligent and by the Internet, you can find association companies, such as “Werbeagentur Hattingen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Paragraph on the announcement that advertises the guests Metzel directly appealed to entrepreneurs: “You are doomed by a mass of distinct details, so that you may not realize the intended even-handed - to age their business. If you decline to the Trading line “LI And E. Metzel and K ° », then you order achieve the desired because of skillful advertising, namely, the normal allocation of ads to the publications, in their select demeanour and sound content.”
The notable phrase “advertising - the engine of shoppers” - is also the development of the principal advertising force Metzel: it is considered that it invented the government the man of the company VA Polyakov.