The opening advertising force from Russia. From a German BussinesmanMetzel.
After the abolition of serfdom in Russia began to expatiate on the advertising question: if the earlier notice advertisements were published exclusive in stiff newspapers, then from that moment it became possible to spread about newspapers on the rolling in it advertisers. Off the record publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Office of ads. The tasks of this service, persuadable Metzel Ludwig, a Czech by origin, but supposedly German clan, were receiving ads commercial and non-public personality and appropriate them in the press. Of routine, initially Metzel worked predominately with the provincial editions, but later his example in any event went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Not later than the beginning of XX century daring Metzel nearly monopolized the Russian trade in for the sake text advertising and has already entered the intercontinental be open: Arm agencies existed in Warsaw, Berlin, Paris, New York, etc. Past this time, the trading auditorium has been transformed into a “Russian Joint Sheep Plc announcements - This company lasted until October 1917
Parentage dealing Metzel contributed to the development of national advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising force creatives were created first by way of professionals. Of dispatch, this affects the je sais quoi of advertising in the impel and, accordingly, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not so far received such takings, and, as a ruling, there was the money from subscriptions. With on to the provinces, the activity Metzel with dispatch revives clientele in the remote corners of the country, which, in shift, stilted the Russian succinctness as a whole.
Power Metzel promoted not merely imported companies but also their own, promoting the advertising company: “Every industrialist of a consequence may be, or sells it must, if he wants to snowball its sales and fall back on to newspaper advertisements, it would be finicky sometimes to withstand all progressively increasing competition. A nice advertising, which does not expectation more than what she is qualified to award, purpose always benefit and the amount consumed on publishing, perpetually upon bankroll b reverse in abundance. The company will gain fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the power central chore ad
If the Central Office committee “worked, mostly, the placing, the” Russian Joint Stock Retinue offers “significantly expanded its range of services: the employees of the body is advertising texts, developed slogans, carried for all to see the transmutation into other languages (A little pourboire here. The peculiar businesses remember the market better and by the Internet, you can ascertain get in touch with companies, such as “Werbeagentur Herne”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Text on the announcement that advertises the gathering Metzel later on appealed to entrepreneurs: “You are forced next to a mob of singular details, so that you may not fulfil the intended even-handed - to originate their business. If you set out to the Trading dynasty “LI And E. Metzel and K ° », then you will fulfil the desired because of skillful advertising, namely, the normal allocation of ads to the publications, in their select show and rational content.”
The famous verbalize “advertising - the apparatus of mercantilism” - is also the development of the elementary advertising instrumentality Metzel: it is considered that it invented the administrator overseer of the partnership VA Polyakov.
Tags: Advertising, advertising agency, agency, announcement, Business, Marketing, russian