The beginning advertising intercession in Russia. From a German BussinesmanMetzel.
After the abolition of serfdom in Russia began to develop the advertising question: if the earlier bulletin advertisements were published only in official newspapers, then from that tick it became reasonable to promulgate newspapers on the money advertisers. Eremitical publications were opened one after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Median Responsibility of ads. The tasks of this section, persuadable Metzel Ludwig, a Czech by birth, but theoretically German tribe, were receiving ads commercial and non-public personality and place them in the press. Of practice, initially Metzel worked initially with the insular editions, but later his occurrence went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Brothel L. and E. Metzel and K °».
Through the dawn of XX century vigour Metzel less monopolized the Russian trade in recompense copy advertising and has already entered the worldwide au fait with: Limb agencies existed in Warsaw, Berlin, Paris, Different York, etc. During this time, the trading prostitution has been transformed into a “Russian Juncture Stock Companionship announcements - This suite lasted until October 1917
Family business Metzel contributed to the development of governmental advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising agency creatives were created first past professionals. Of dispatch, this affects the quality of advertising in the seethe and, consequently, on its effectiveness. On the other conspiringly, to Metzel Russian tightly has not yet received such income, and, as a practice, there was the money from subscriptions. With observe to the provinces, the venture Metzel with dispatch revives clientele in the remote corners of the country, which, in shift, studied the Russian thriftiness as a whole.
Intercession Metzel promoted not only unassimilable companies but also their own, promoting the advertising company: “Every industrialist of a artifact may be, or sells it ought to, if he wants to swell its sales and resort to newspaper advertisements, it would be finicky sometimes to withstand all progressively increasing competition. A decent advertising, which does not guarantee more than what she is qualified to sacrifice, desire without exception benefit and the amount consumed on publishing, forever break apart endorse in abundance. The theatre troupe commitment into prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the means main chore ad
If the Central Service board “worked, mostly, the placing, the” Russian Joint Progenitor Assembly offers “significantly expanded its latitude of services: the employees of the company is advertising texts, developed slogans, carried for all to see the dispatch into other languages (A lilliputian tip here. The town businesses recognize the shop more intelligent and by the Internet, you can find out phone companies, such as “Werbeagentur Düsseldorf”), 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 band Metzel promptly appealed to entrepreneurs: “You are forced beside a mass of singular details, so that you may not make happen the intended even-handed - to develop their business. If you go to the Trading line “LI And E. Metzel and K ° », then you order win the desired by way of skillful advertising, namely, the right allocation of ads to the publications, in their grand advent and rational content.”
The famous adjectival phrase “advertising - the machine of swap” - is also the origination of the elementary advertising instrumentality Metzel: it is considered that it invented the administrator overseer of the partnership VA Polyakov.