The opening advertising intercession in Russia. From a German BussinesmanMetzel.
After the elimination of serfdom in Russia began to expatiate on the advertising traffic: if the earlier bulletin advertisements were published solely in true newspapers, then from that moment it became admissible to promulgate newspapers on the money advertisers. Off the record publications were opened an individual after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Important Firm of ads. The tasks of this section, extensive Metzel Ludwig, a Czech by origin, but rumour has it German clan, were receiving ads commercial and special constitution and standing them in the press. Of routine, initially Metzel worked basically with the insular editions, but later his example in any event went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Home L. and E. Metzel and K °».
Nigh the beginning of XX century enterprise Metzel nearly monopolized the Russian market recompense text advertising and has already entered the intercontinental be open: Section agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. By this ever, the trading legislative body has been transformed into a “Russian Collective Breeding Companionship announcements - This company lasted until October 1917
Family affair Metzel contributed to the event of governmental advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intercession creatives were created in front by means of professionals. Of movement, this affects the supremacy of advertising in the press and, thus, on its effectiveness. On the other part, to Metzel Russian clasp has not so far received such income, and, as a rule, there was the spondulicks from subscriptions. With on to the provinces, the occupation Metzel very soon revives dealings in the remote corners of the wilderness, which, in turn, studied the Russian thriftiness as a whole.
Agency Metzel promoted not at best extraneous companies but also their own, promoting the advertising company: “Every fabricator of a work may be, or sells it must, if he wants to swell its sales and retreat to newspaper advertisements, it would be difficult now to bear all progressively increasing competition. A decent advertising, which does not promise more than what she is masterful to sacrifice, will in perpetuity extras and the amount used up on publishing, each time into bankroll b reverse in abundance. The assembly commitment acquire stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the power important office ad
If the Principal Service board “worked, mostly, the placement, the” Russian Collaborative Progenitor Company offers “significantly expanded its gamut of services: the employees of the retinue is advertising texts, developed slogans, carried out the transformation into other languages (A little tip here. The peculiar businesses recognize the buy change one’s mind and auspices of the Internet, you can find contact companies, such as “Werbeagentur Issum”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Primer on the circular that advertises the company Metzel directly appealed to entrepreneurs: “You are bound beside a swarms of different details, so that you may not fulfil the intended unbigoted - to age their business. If you go to the Trading dynasty “LI And E. Metzel and K ° », then you order fulfil the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their select appearance and logical content.”
The famous phrase “advertising - the engine of shoppers” - is also the invention of the principal advertising activity Metzel: it is considered that it invented the government top banana of the partnership VA Polyakov.