The beginning advertising intercession from Russia. From a German BussinesmanMetzel.
After the repudiation of serfdom in Russia began to develop the advertising business: if the earlier bulletin advertisements were published only in official newspapers, then from that moment it became possible to advertise newspapers on the hard cash advertisers. Undisclosed publications were opened one after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Inside Firm of ads. The tasks of this section, open Metzel Ludwig, a Czech at hand confinement, but supposedly German tribe, were receiving ads commercial and special nature and appropriate them in the press. Of practice, initially Metzel worked primarily with the insular editions, but later his example in any event went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his duty was transformed into a “Trading Brothel L. and E. Metzel and K °».
By the beginning of XX century vigour Metzel nearly monopolized the Russian trade in recompense text advertising and has already entered the international horizontal: Arm agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. Past this ever, the trading legislative body has been transformed into a “Russian Cooperative Stock Enterprise announcements - This fellowship lasted until October 1917
Forebears business Metzel contributed to the development of national advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising agency creatives were created in front by professionals. Of advance, this affects the importance of advertising in the seethe and, as a result, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not furthermore received such takings, and, as a practice, there was the cold hard cash from subscriptions. With on to the provinces, the occupation Metzel with dispatch revives dealings in the unusual corners of the country, which, in rig out, studied the Russian succinctness as a whole.
Agency Metzel promoted not merely extraneous companies but also their own, promoting the advertising company: “Every producer of a work may be, or sells it ought to, if he wants to snowball its sales and remedy have recourse to to newspaper advertisements, it would be demanding for the nonce to hold out against all progressively increasing competition. A decent advertising, which does not promise more than what she is qualified to award, determination in perpetuity aid and the amount used up on publishing, each time upon back in abundance. The group liking into stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the power main chore ad
If the Central Office advisers aboard “worked, mostly, the arrangement, the” Russian Shared Progenitor Assembly offers “significantly expanded its assortment of services: the employees of the partnership is advertising texts, developed slogans, carried for all to see the translation into other languages (A youthful tip-off here. The peculiar businesses recognize the market better and by the Internet, you can find out phone companies, such as “Werbeagentur Duesseldorf”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Text on the broadsheet that advertises the guests Metzel later on appealed to entrepreneurs: “You are secured beside a mass of singular details, so that you may not make happen the intended objective - to develop their business. If you set out to the Trading dynasty “LI And E. Metzel and K ° », then you will fulfil the desired by way of skillful advertising, namely, the right allocation of ads to the publications, in their delicate appearance and logical content.”
The illustrious commonplace “advertising - the engine of mercantilism” - is also the origination of the elementary advertising instrumentality Metzel: it is considered that it invented the government the man of the troop VA Polyakov.