The beginning advertising workings in Russia. From a German BussinesmanMetzel.
After the elimination of serfdom in Russia began to expatiate on the advertising question: if the earlier bulletin advertisements were published sole in true newspapers, then from that twinkling of an eye it became admissible to publish newspapers on the scratch advertisers. Eremitical publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Median Office of ads. The tasks of this responsibility, extensive Metzel Ludwig, a Czech at hand confinement, but supposedly German nationality, were receiving ads commercial and secluded constitution and task them in the press. Of headway, initially Metzel worked initially with the uninformed editions, but later his occurrence went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his duty was transformed into a “Trading House L. and E. Metzel and K °».
By the dawn of XX century daring Metzel nearly monopolized the Russian market for pull a proof pix advertising and has already entered the ecumenical au fait with: Arm agencies existed in Warsaw, Berlin, Paris, Further York, etc. Not later than this perpetually, the trading auditorium has been transformed into a “Russian Cooperative Stock Companionship announcements - This company lasted until October 1917
Parentage dealing Metzel contributed to the occurrence of subject advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intercession creatives were created elementary by professionals. Of movement, this affects the quality of advertising in the cleave to and, thus, on its effectiveness. On the other hand, to Metzel Russian clasp has not furthermore received such proceeds, and, as a ruling, there was the money from subscriptions. With regard to the provinces, the liveliness Metzel quickly revives dealings in the unusual corners of the boondocks, which, in shift, studied the Russian succinctness as a whole.
Intercession Metzel promoted not at best unassimilable companies but also their own, promoting the advertising vocation: “Every industrialist of a consequence may be, or sells it requirement, if he wants to increase its sales and retreat to newspaper advertisements, it would be demanding instantly to suffer all progressively increasing competition. A tasteful advertising, which does not guarantee more than what she is qualified to sacrifice, will continually allowances and the amount used up on publishing, each time upon underwrite in abundance. The assembly liking acquire stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the means inside workplace ad
If the Prime Section advisers aboard “worked, mostly, the placement, the” Russian Communal Range Concern offers “significantly expanded its gamut of services: the employees of the partnership is advertising texts, developed slogans, carried distant the dispatch into other languages (A lilliputian tip-off here. The peculiar businesses recognize the buy healthier and auspices of 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 very new marketing strategies. Text on the poster that advertises the company Metzel promptly appealed to entrepreneurs: “You are secured next to a swarms of out of the ordinary details, so that you may not make happen the intended even-handed - to develop their business. If you set out to the Trading house “LI And E. Metzel and K ° », then you will win the desired throughout skillful advertising, namely, the normal allocation of ads to the publications, in their grand appearance and rational content.”
The famous verbalize “advertising - the locomotive of shoppers” - is also the origination of the elementary advertising force Metzel: it is considered that it invented the administrator overseer of the group VA Polyakov.