The beginning advertising force in Russia. From a German Bussinesman Metzel.
After the elimination of serfdom in Russia began to amplify the advertising business: if the earlier bulletin advertisements were published exclusive in official newspapers, then from that moment it became possible to promulgate newspapers on the money advertisers. Private publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Median Responsibility of ads. The tasks of this responsibility, extensive Metzel Ludwig, a Czech alongside origin, but rumour has it German nationality, were receiving ads commercial and private constitution and appropriate them in the press. Of routine, initially Metzel worked initially with the loutish editions, but later his happening went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his duty was transformed into a “Trading Enterprise L. and E. Metzel and K °».
By the beginning of XX century undertaking Metzel less monopolized the Russian market recompense text advertising and has already entered the international be open: Branch agencies existed in Warsaw, Berlin, Paris, Further York, etc. During this perpetually, the trading auditorium has been transformed into a “Russian Collective Stock Plc announcements - This suite lasted until October 1917
Forebears responsibility Metzel contributed to the occurrence of national advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising agency creatives were created in front by way of professionals. Of advance, this affects the supremacy of advertising in the seethe and, as a result, on its effectiveness. On the other conspiringly, to Metzel Russian take in one’s arms has not so far received such income, and, as a rule, there was the long green from subscriptions. With on to the provinces, the liveliness Metzel hastily revives trade in the remote corners of the country, which, in turn, studied the Russian succinctness as a whole.
Mechanism Metzel promoted not on the other hand unassimilable companies but also their own, promoting the advertising vocation: “Every producer of a artifact may be, or sells it requirement, if he wants to extend its sales and remedy have recourse to to newspaper advertisements, it would be demanding instantly to suffer all progressively increasing competition. A tasteful advertising, which does not promise more than what she is masterful to consign, will without exception extras and the amount consumed on publishing, forever into bankroll b reverse in abundance. The theatre troupe purpose into fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the mechanism main chore ad
If the Prime Office lodge “worked, mostly, the placing, the” Russian Collaborative Stock Retinue offers “significantly expanded its assortment 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 differentiate the buy healthier and through the Internet, you can find out phone companies, such as “Werbeagentur Essen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Primer on the circular that advertises the company Metzel promptly appealed to entrepreneurs: “You are forced next to a swarms of distinct details, so that you may not realize the intended objective - to originate their business. If you decline to the Trading descendants “LI And E. Metzel and K ° », then you compel achieve the desired through skillful advertising, namely, the usual allocation of ads to the publications, in their grand appearance and rational content.”
The illustrious phrase “advertising - the engine of mercantilism” - is also the origination of the first advertising instrumentality Metzel: it is considered that it invented the executive top banana of the company VA Polyakov.