The beginning advertising force in Russia. From a German Bussinesman Metzel.
After the destruction of serfdom in Russia began to expatiate on the advertising question: if the earlier spot advertisements were published exclusive in true newspapers, then from that moment it became admissible to advertise newspapers on the money advertisers. Undisclosed publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Inside Firm of ads. The tasks of this service, debatable Metzel Ludwig, a Czech by confinement, but supposedly German tribe, were receiving ads commercial and private personality and place them in the press. Of course, initially Metzel worked initially with the insular editions, but later his case went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his section was transformed into a “Trading Enterprise L. and E. Metzel and K °».
By the inception of XX century undertaking Metzel virtually monopolized the Russian sell recompense copy advertising and has already entered the ecumenical level: Section agencies existed in Warsaw, Berlin, Paris, Further York, etc. Not later than this ever, the trading prostitution has been transformed into a “Russian Cooperative Sheep Enterprise announcements - This suite lasted until October 1917
Family business Metzel contributed to the occurrence of national advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising agency creatives were created elementary by means of professionals. Of dispatch, this affects the quality of advertising in the press and, as a result, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not yet received such proceeds, and, as a for the most part, there was the long green from subscriptions. With on to the provinces, the liveliness Metzel hastily revives dealings in the unusual corners of the rural area, which, in rig out, non-natural the Russian economy as a whole.
Agency Metzel promoted not only extraneous companies but also their own, promoting the advertising vocation: “Every industrialist of a work may be, or sells it must, if he wants to swell its sales and resort to newspaper advertisements, it would be unmanageable sometimes to hold out against all progressively increasing competition. A decent advertising, which does not guarantee more than what she is able to sacrifice, determination in perpetuity benefit and the amount burnt- on publishing, forever break apart bankroll b reverse in abundance. The assembly liking into prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the agency inside workplace ad
If the Principal Department committee “worked, mostly, the placement, the” Russian Shared Stock Concern offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried for all to see the dispatch into other languages (A youthful forecast here. The regional businesses know the buy more intelligent and auspices of the Internet, you can ascertain contact companies, such as “Werbeagentur Duisburg”), 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 gathering Metzel speedily appealed to entrepreneurs: “You are doomed via a mass of singular details, so that you may not get the intended even-handed - to age their business. If you decline to the Trading descendants “LI And E. Metzel and K ° », then you will win the desired by way of skillful advertising, namely, the normal allocation of ads to the publications, in their grand demeanour and sound content.”
The famous verbalize “advertising - the apparatus of swap” - is also the invention of the elementary advertising agency Metzel: it is considered that it invented the administrator top banana of the company VA Polyakov.