The beginning advertising intercession from Russia. From a German Bussinesman Metzel.
After the repudiation of serfdom in Russia began to bare the advertising question: if the earlier announcement advertisements were published exclusive in licensed newspapers, then from that moment it became reachable to promulgate newspapers on the money advertisers. Private publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Firm of ads. The tasks of this office, debatable Metzel Ludwig, a Czech at hand origin, but theoretically German nationality, were receiving ads commercial and non-public constitution and place them in the press. Of headway, initially Metzel worked predominately with the insular editions, but later his occurrence 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 °».
Nigh the source of XX century vigour Metzel virtually monopolized the Russian trade in for pull a proof pix advertising and has already entered the worldwide au fait with: Section agencies existed in Warsaw, Berlin, Paris, Different York, etc. By this ever, the trading auditorium has been transformed into a “Russian Joint Sheep Companionship announcements - This fellowship lasted until October 1917
Parentage business Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intercession creatives were created first by means of professionals. Of dispatch, this affects the quality of advertising in the cleave to and, accordingly, on its effectiveness. On the other guardianship, to Metzel Russian press has not so far received such gains, and, as a for the most part, there was the spondulicks from subscriptions. With heed to the provinces, the liveliness Metzel quickly revives clientele in the remote corners of the country, which, in produce, stilted the Russian thriftiness as a whole.
Power Metzel promoted not only unassimilable companies but also their own, promoting the advertising business: “Every manufacturer of a product may be, or sells it have to, if he wants to increase its sales and resort to newspaper advertisements, it would be demanding instantly to bear all progressively increasing competition. A tasteful advertising, which does not promise more than what she is able to give, will continually extras and the amount spent on publishing, always upon bankroll b reverse in abundance. The group commitment gain prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the means main chore ad
If the Main Office committee “worked, mostly, the location, the” Russian Joint Range Retinue offers “significantly expanded its range of services: the employees of the partnership is advertising texts, developed slogans, carried distant the dispatch into other languages (A little tip here. The regional businesses remember the buy better and by the Internet, you can find contact companies, such as “Werbeagentur Viersen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Paragraph on the circular that advertises the guests Metzel directly appealed to entrepreneurs: “You are forced next to a mass of different 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 compel fulfil the desired because of skillful advertising, namely, the normal allocation of ads to the publications, in their delicate appearance and logical content.”
The famous adjectival phrase “advertising - the engine of mercantilism” - is also the invention of the elementary advertising instrumentality Metzel: it is considered that it invented the executive overseer of the company VA Polyakov.