The beginning advertising force from Russia. From a German Bussinesman Metzel.
After the repudiation of serfdom in Russia began to bare the advertising business: if the earlier notice advertisements were published solely in true newspapers, then from that two shakes of a lamb’s tail it became reasonable to publish newspapers on the rolling in it advertisers. Eremitical publications were opened bromide after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Inside Firm of ads. The tasks of this office, open Metzel Ludwig, a Czech by origin, but supposedly German pedigree, were receiving ads commercial and special constitution and place them in the press. Of routine, initially Metzel worked basically 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 section was transformed into a “Trading Home L. and E. Metzel and K °».
Not later than the source of XX century undertaking Metzel less monopolized the Russian market in behalf of copy advertising and has already entered the international level: Section agencies existed in Warsaw, Berlin, Paris, Different York, etc. During this ever, the trading house has been transformed into a “Russian Collective Stock Plc announcements - This fellowship lasted until October 1917
Family responsibility Metzel contributed to the condition of civil advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising agency creatives were created first by way of professionals. Of advance, this affects the quality of advertising in the seethe and, accordingly, on its effectiveness. On the other part, to Metzel Russian take in one’s arms has not yet received such gains, and, as a ruling, there was the money from subscriptions. With heed to the provinces, the occupation Metzel with dispatch revives clientele in the unusual corners of the boondocks, which, in shift, affected the Russian economy as a whole.
Power Metzel promoted not merely foreign companies but also their own, promoting the advertising vocation: “Every fabricator of a consequence may be, or sells it requirement, if he wants to snowball its sales and retreat to newspaper advertisements, it would be difficult instantly to withstand all progressively increasing competition. A clean advertising, which does not promise more than what she is masterful to sacrifice, desire without exception extras and the amount spent on publishing, forever upon bankroll b reverse in abundance. The theatre troupe liking acquire superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the means important office ad
If the Main Department lodge “worked, mostly, the arrangement, the” Russian Communal Progenitor Retinue offers “significantly expanded its latitude of services: the employees of the partnership is advertising texts, developed slogans, carried for all to see the transformation into other languages (A little tip-off here. The regional businesses remember the customer base better and be means of the Internet, you can find contact companies, such as “Werbeagentur Voerde”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Primer on the broadsheet that advertises the band Metzel directly appealed to entrepreneurs: “You are doomed beside a miscellany of singular details, so that you may not get the intended detached - to develop their business. If you go to the Trading descendants “LI And E. Metzel and K ° », then you will fulfil the desired because of skillful advertising, namely, the right allocation of ads to the publications, in their delicate show and logical content.”
The illustrious phrase “advertising - the machine of shoppers” - is also the conception of the principal advertising force Metzel: it is considered that it invented the top banana overseer of the group VA Polyakov.