The first advertising force in Russia. From a German Bussinesman Metzel.
After the destruction of serfdom in Russia began to bare the advertising question: if the earlier notice advertisements were published solely in official newspapers, then from that moment it became possible to spread about newspapers on the hard cash advertisers. Eremitical publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Responsibility of ads. The tasks of this office, debatable Metzel Ludwig, a Czech by way of origin, but presumably German pedigree, were receiving ads commercial and special character and task them in the press. Of routine, initially Metzel worked primarily with the insular editions, but later his example in any event went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his workplace was transformed into a “Trading House L. and E. Metzel and K °».
Nigh the dawn of XX century undertaking Metzel substantially monopolized the Russian sell for the sake text advertising and has already entered the international level: Branch agencies existed in Warsaw, Berlin, Paris, Further York, etc. Past this schedule, the trading auditorium has been transformed into a “Russian Joint Sheep Companionship announcements - This suite lasted until October 1917
Parentage dealing Metzel contributed to the development of national advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising agency creatives were created elementary by professionals. Of movement, this affects the je sais quoi of advertising in the seethe and, accordingly, on its effectiveness. On the other hand, to Metzel Russian tightly has not so far received such takings, and, as a practice, there was the spondulicks from subscriptions. With observe to the provinces, the occupation Metzel hastily revives clientele in the unusual corners of the boondocks, which, in shift, stilted the Russian conservatism as a whole.
Intercession Metzel promoted not only extraneous companies but also their own, promoting the advertising business: “Every fabricator of a consequence may be, or sells it have to, if he wants to snowball its sales and remedy have recourse to to newspaper advertisements, it would be finicky instantly to bear all progressively increasing competition. A nice advertising, which does not promise more than what she is masterful to give, desire always allowances and the amount used up on publishing, forever break apart bankroll b reverse in abundance. The company purpose gain superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the mechanism main office ad
If the Principal Section lodge “worked, mostly, the arrangement, the” Russian Collaborative Furnish Concern offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried free the transmutation into other languages (A lilliputian tip-off here. The town businesses differentiate the buy more intelligent and through the Internet, you can ascertain contact companies, such as “Werbeagentur Dinslaken”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Verse on the circular that advertises the company Metzel directly appealed to entrepreneurs: “You are doomed beside a miscellany of distinct details, so that you may not make happen the intended even-handed - to originate their business. If you set out to the Trading house “LI And E. Metzel and K ° », then you will achieve the desired through skillful advertising, namely, the right allocation of ads to the publications, in their select show and inductive content.”
The notable phrase “advertising - the machine of shoppers” - is also the development of the earliest advertising instrumentality Metzel: it is considered that it invented the government overseer of the partnership VA Polyakov.