The beginning advertising workings in Russia. From a German Bussinesman Metzel.
After the destruction of serfdom in Russia began to expatiate on the advertising responsibility: if the earlier spot advertisements were published sole in stiff newspapers, then from that tick it became possible to publish newspapers on the scratch advertisers. Eremitical publications were opened one after another, and already in 1878 in St. Petersburg was founded the pre-eminent advertising agency, called “Central Office of ads. The tasks of this responsibility, debatable Metzel Ludwig, a Czech by way of origin, but rumour has it German clan, were receiving ads commercial and secluded personality and task them in the press. Of course, initially Metzel worked predominately with the insular editions, but later his happening went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his duty was transformed into a “Trading Brothel L. and E. Metzel and K °».
Not later than the inception of XX century enterprise Metzel substantially monopolized the Russian trade in recompense pull a proof pix advertising and has already entered the intercontinental level: Section agencies existed in Warsaw, Berlin, Paris, Different York, etc. By this time, the trading prostitution has been transformed into a “Russian Joint Source Company announcements - This company lasted until October 1917
Parentage responsibility Metzel contributed to the occurrence of subject advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intermediation creatives were created elementary by way of professionals. Of course, this affects the quality of advertising in the press and, consequently, on its effectiveness. On the other hand, to Metzel Russian tightly has not so far received such proceeds, and, as a practice, there was the money from subscriptions. With regard to the provinces, the activity Metzel quickly revives trade in the alien corners of the country, which, in turn, studied the Russian conservatism as a whole.
Mechanism Metzel promoted not on the other hand imported companies but also their own, promoting the advertising vocation: “Every fabricator of a artifact may be, or sells it have to, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be finicky instantly to suffer all progressively increasing competition. A decent advertising, which does not guarantee more than what she is masterful to consign, determination in perpetuity allowances and the amount burnt- on publishing, each time into underwrite in abundance. The assembly will into fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the agency main workplace ad
If the Principal Department lodge “worked, mostly, the placement, the” Russian Communal Progenitor Company offers “significantly expanded its latitude of services: the employees of the body is advertising texts, developed slogans, carried free the translation into other languages (A little pourboire here. The peculiar businesses know the shop healthier and through the Internet, you can tumble to phone companies, such as “Werbeagentur Bottrop”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Primer on the broadsheet that advertises the guests Metzel directly appealed to entrepreneurs: “You are doomed via a mass of distinct details, so that you may not fulfil the intended objective - to disclose their business. If you set out to the Trading line “LI And E. Metzel and K ° », then you choice attain the desired by way of skillful advertising, namely, the proper allocation of ads to the publications, in their grand appearance and logical content.”
The notable commonplace “advertising - the machine of mercantilism” - is also the origination of the first advertising force Metzel: it is considered that it invented the government the man of the group VA Polyakov.