The beginning advertising force in Russia. From a German Bussinesman Metzel.
After the destruction of serfdom in Russia began to bare the advertising business: if the earlier bulletin advertisements were published solely in true newspapers, then from that tick it became reachable to promulgate newspapers on the money advertisers. Eremitical publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Office of ads. The tasks of this section, persuadable Metzel Ludwig, a Czech alongside origin, but presumably German pedigree, were receiving ads commercial and non-public character and appropriate them in the press. Of headway, initially Metzel worked predominately with the insular editions, but later his happening went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his duty was transformed into a “Trading Home L. and E. Metzel and K °».
Through the source of XX century daring Metzel virtually monopolized the Russian trade in for the sake copy advertising and has already entered the worldwide au fait with: Branch agencies existed in Warsaw, Berlin, Paris, New York, etc. During this perpetually, the trading prostitution has been transformed into a “Russian Cooperative Sheep Enterprise announcements - This suite lasted until October 1917
M‚nage affair Metzel contributed to the condition of governmental 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 course, this affects the quality of advertising in the impel and, consequently, on its effectiveness. On the other guardianship, to Metzel Russian press has not furthermore received such income, and, as a ruling, there was the spondulicks from subscriptions. With on to the provinces, the activity Metzel with dispatch revives dealings in the remote corners of the wilderness, which, in rig out, non-natural the Russian economy as a whole.
Mechanism Metzel promoted not only extraneous companies but also their own, promoting the advertising vocation: “Every fabricator of a product may be, or sells it have to, if he wants to increase its sales and remedy have recourse to to newspaper advertisements, it would be demanding now to bear all progressively increasing competition. A tasteful advertising, which does not probability more than what she is gifted to award, will continually benefit and the amount consumed on publishing, perpetually upon underwrite in abundance. The theatre troupe liking earn stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the power main charge ad
If the Principal Department committee “worked, mostly, the arrangement, the” Russian Communal Range Concern offers “significantly expanded its gamut of services: the employees of the partnership is advertising texts, developed slogans, carried out the dispatch into other languages (A skimpy forecast here. The town businesses remember the market better and through the Internet, you can find out get in touch with companies, such as “Werbeagentur Essen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Verse on the broadsheet that advertises the company Metzel speedily appealed to entrepreneurs: “You are secured beside a mob of singular details, so that you may not realize the intended objective - to originate their business. If you decline to the Trading house “LI And E. Metzel and K ° », then you choice win the desired through skillful advertising, namely, the right allocation of ads to the publications, in their elegant demeanour and rational content.”
The famous verbalize “advertising - the locomotive of trade” - is also the invention of the principal advertising force Metzel: it is considered that it invented the administrator the man of the troop VA Polyakov.