The opening advertising intercession from Russia. From a German BussinesmanMetzel.
After the abolition of serfdom in Russia began to expatiate on the advertising question: if the earlier spot advertisements were published only in true newspapers, then from that twinkling of an eye it became possible to promulgate newspapers on the money advertisers. Eremitical publications were opened bromide after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Inside Firm of ads. The tasks of this office, persuadable Metzel Ludwig, a Czech by origin, but theoretically German clan, were receiving ads commercial and secluded character and task them in the press. Of headway, initially Metzel worked basically with the provincial editions, but later his happening went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his duty was transformed into a “Trading Brothel L. and E. Metzel and K °».
Not later than the source of XX century vigour Metzel less monopolized the Russian sell for text advertising and has already entered the worldwide be open: Arm agencies existed in Warsaw, Berlin, Paris, Further York, etc. By this time, the trading prostitution has been transformed into a “Russian Cooperative Source Companionship announcements - This fellowship lasted until October 1917
Parentage business Metzel contributed to the development of subject advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intermediation creatives were created first by professionals. Of movement, this affects the supremacy of advertising in the press and, consequently, on its effectiveness. On the other part, to Metzel Russian press has not yet received such income, and, as a for the most part, there was the cold hard cash from subscriptions. With observe to the provinces, the liveliness Metzel hastily revives trade in the remote corners of the country, which, in shift, stilted the Russian thriftiness as a whole.
Intercession Metzel promoted not on the other hand unassimilable companies but also their own, promoting the advertising province: “Every producer of a consequence may be, or sells it have to, if he wants to swell its sales and fall back on to newspaper advertisements, it would be unmanageable sometimes to hold out against all progressively increasing competition. A decent advertising, which does not promise more than what she is gifted to award, determination without exception benefit and the amount burnt- on publishing, forever come underwrite in abundance. The company liking gain stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the power main workplace ad
If the Central Office lodge “worked, mostly, the placing, the” Russian Collaborative Range Retinue offers “significantly expanded its gamut of services: the employees of the retinue is advertising texts, developed slogans, carried out the dispatch into other languages (A skimpy tip-off here. The local businesses recognize the customer base better and be means of the Internet, you can find get in touch with companies, such as “Werbeagentur Moers”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Text on the poster that advertises the band Metzel promptly appealed to entrepreneurs: “You are bound by a swarms of out of the ordinary details, so that you may not fulfil the intended detached - to develop their business. If you give out to the Trading line “LI And E. Metzel and K ° », then you will win the desired throughout skillful advertising, namely, the right allocation of ads to the publications, in their select show and sound content.”
The notable adjectival phrase “advertising - the engine of shoppers” - is also the development of the earliest advertising force Metzel: it is considered that it invented the top banana the man of the partnership VA Polyakov.