The earliest advertising force in Russia. From a German BussinesmanMetzel.
After the abolition of serfdom in Russia began to bare the advertising traffic: if the earlier bulletin advertisements were published solely in stiff newspapers, then from that twinkling of an eye it became reasonable to promulgate newspapers on the money advertisers. Undisclosed publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Appointment of ads. The tasks of this office, debatable Metzel Ludwig, a Czech at hand origin, but theoretically German pedigree, were receiving ads commercial and secluded constitution and appropriate them in the press. Of headway, initially Metzel worked initially with the uninformed editions, but later his happening went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading Brothel L. and E. Metzel and K °».
Nigh the inception of XX century undertaking Metzel substantially monopolized the Russian trade in recompense text advertising and has already entered the international horizontal: Branch agencies existed in Warsaw, Berlin, Paris, Different York, etc. By this ever, the trading auditorium has been transformed into a “Russian Cooperative Source Company announcements - This suite lasted until October 1917
Family business Metzel contributed to the development of civil advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising agency creatives were created in front by way of professionals. Of advance, this affects the importance of advertising in the impel and, thus, on its effectiveness. On the other hand, to Metzel Russian clasp has not furthermore received such gains, and, as a practice, there was the cold hard cash from subscriptions. With observe to the provinces, the liveliness Metzel with dispatch revives clientele in the unusual corners of the boondocks, which, in rig out, stilted the Russian conservatism as a whole.
Mechanism Metzel promoted not merely foreign companies but also their own, promoting the advertising vocation: “Every industrialist of a product may be, or sells it have to, if he wants to snowball its sales and retreat to newspaper advertisements, it would be unmanageable now to withstand all progressively increasing competition. A clean advertising, which does not expectation more than what she is qualified to sacrifice, desire always aid and the amount used up on publishing, perpetually break apart back in abundance. The assembly purpose gain fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the power central charge ad
If the Prime Service board “worked, mostly, the placing, the” Russian Collaborative Range Concern 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 forecast here. The town businesses recognize the shop healthier and auspices of the Internet, you can ascertain contact companies, such as “Werbeagentur Issum”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Paragraph on the circular that advertises the gathering Metzel speedily appealed to entrepreneurs: “You are secured next to a mass of out of the ordinary details, so that you may not realize the intended objective - to disclose their business. If you go to the Trading dynasty “LI And E. Metzel and K ° », then you choice attain the desired through skillful advertising, namely, the right allocation of ads to the publications, in their elegant advent and inductive content.”
The notable verbalize “advertising - the engine of mercantilism” - is also the invention of the elementary advertising instrumentality Metzel: it is considered that it invented the executive overseer of the partnership VA Polyakov.