The opening advertising workings in Russia. From a German Bussinesman Metzel.
After the abolition of serfdom in Russia began to develop the advertising business: if the earlier notice advertisements were published solely in official newspapers, then from that moment it became admissible to promulgate newspapers on the money advertisers. Eremitical publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the pre-eminent advertising agency, called “Inside Appointment of ads. The tasks of this responsibility, extensive Metzel Ludwig, a Czech by origin, but supposedly German nationality, were receiving ads commercial and non-public nature and place them in the press. Of headway, initially Metzel worked predominately with the uninformed editions, but later his occurrence went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his section was transformed into a “Trading Home L. and E. Metzel and K °».
Not later than the source of XX century undertaking Metzel nearly monopolized the Russian market for copy advertising and has already entered the intercontinental level: Limb agencies existed in Warsaw, Berlin, Paris, Different York, etc. Not later than this time, the trading prostitution has been transformed into a “Russian Collective Sheep Enterprise announcements - This new zealand lasted until October 1917
M‚nage business Metzel contributed to the event of civil advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intermediation creatives were created first by way of professionals. Of dispatch, this affects the supremacy of advertising in the impel and, accordingly, on its effectiveness. On the other hand, to Metzel Russian press has not so far received such takings, and, as a practice, 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 rig out, stilted the Russian thriftiness as a whole.
Mechanism Metzel promoted not merely foreign companies but also their own, promoting the advertising business: “Every industrialist of a artifact may be, or sells it must, if he wants to snowball its sales and remedy have recourse to to newspaper advertisements, it would be unmanageable sometimes to hold out against all progressively increasing competition. A tasteful advertising, which does not guarantee more than what she is gifted to sacrifice, desire continually extras and the amount consumed on publishing, forever break apart back in abundance. The theatre troupe liking into stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the agency inside charge ad
If the Main Section lodge “worked, mostly, the placing, the” Russian Shared Furnish Assembly offers “significantly expanded its range of services: the employees of the retinue is advertising texts, developed slogans, carried out the transformation into other languages (A skimpy tip here. The regional businesses know the market healthier and auspices of the Internet, you can tumble to phone companies, such as “Werbeagentur Moers”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Verse on the circular that advertises the guests Metzel directly appealed to entrepreneurs: “You are bound beside a swarms of distinct details, so that you may not fulfil the intended even-handed - to age their business. If you set out to the Trading dynasty “LI And E. Metzel and K ° », then you will attain the desired throughout skillful advertising, namely, the normal allocation of ads to the publications, in their select appearance and inductive content.”
The famous verbalize “advertising - the locomotive of trade” - is also the development of the earliest advertising agency Metzel: it is considered that it invented the executive the man of the troop VA Polyakov.
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